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The Genius of Getting Close: Unveiling the Power of Continuous Customer Discovery

Did you know that for Steve Jobs, innovation was just the beginning? As the visionary behind Apple Inc., Jobs understood that true success lay in intimately grasping the needs and desires of consumers.

Enter the game-changer: the Apple Store. But it wasn't just a retail space – it's a playground for continuous customer discovery.

The Apple Store offers a space for customers to freely explore Apple products. Behind the scenes, experts meticulously observe every interaction.

Devices strategically placed to entice touch, laptops angled exactly at 70 degrees to reveal screens only upon opening, and iPhones preloaded with apps for hands-on experiences.

At the heart of every Apple Store is the iconic Genius Bar – a haven where customers can seek guidance, troubleshoot issues, and share their experiences with Apple devices.

It's a genius move (pun intended) that allows Apple to glean rich, invaluable insights directly from the people who matter most – their customers. 

Jobs didn't just hit pause there. He understood the transformative potential of empowering consumers through education, ensuring they could unlock the full potential of their devices.

That's why Apple began offering classes and workshops where staff members could impart their knowledge and expertise to eager learners.

These sessions also uncovered potential gaps in online instructions, ensuring even remote customers received the support needed.

In the words of Steve Jobs himself, "You've got to start with the customer experience and work back toward the technology – not the other way around." This mantra underscores the critical importance of prioritizing the customer's needs and experience above everything else.

The lesson is clear: to thrive in solving crucial customer problems and creating extraordinary customer experiences, find ways to get close to your customers, and embrace continuous customer discovery. 

It's not just essential for growth - it's the key to innovation.

Written By: Pam Krengel