I like to listen. I have learned a great deal from listening carefully. Most people never listen.
Ernest Hemingway
When we design products/services we have a vision: how it will make things easier, solve a pain point for our customers, etc.
Rarely do we think about what we want our customers to become. The question should not be how can I make this product/service better in this or that way (although that is very important indeed), but we should be asking ourselves in which way will our product/service shape the future of our customers.
When I coach teams I think about this deeply. One of the things I optimise for is to leave the engagement as soon as possible. When I leave I have done my work properly. The team doesn’t have to rely on me and can make their own decisions, they have understood how to work in their context better and now are able to continue improving by themselves.
Think of it as when you take driving lessons. At first you are driving with a driving instructor (who has their own set of pedals). Then, as you learn more, you start relying less and less on the instructor. Once you passed your license exam you are able to drive by yourself (those first drives are quite nerve wracking; at least they where for me when I learned how to drive). Of course you can still do other courses to learn a few more tricks and become a better driver, but that’s a story for another day.
Do you have a vision of your customers future?