The most important question in marketing

If you want to know what customers really think and want from you, channel your inner five-year old.

Ask "why?"

Not just once, but over and over again. Why? Let me give you and example.

You talk to a potential customer and he says, "I really want a fast car." If you stop there, you say "Great" then run off and make a two-seat sports car with a 500 hp motor and a tall gear box that goes 180 mph.

Ask why once and the customer says, "Well, I want to get up to speed on the interstate ramp faster."

"Great" you say, so you put in a lower gear box, giving up a few miles per hour on the top end, but picking up seconds on 0-60 acceleration.

Ask why once more, however, and the customer says "I worry about merging with all those big trucks on the interstate."

So you change the greenhouse on the car to increase visibility and add a blind spot sensing system to your sports car.

Ask why for a third time and he says, "I have two little kids and I want them to be safe."

Now you scrap plans for the sports car, add a back seat, air bags all around and develop integrated child safety seats that are much safer than buckle-in aftermarket seats. You also cut way back on the top end speed and focus on getting that car up to 65 by the end of a standard on-ramp.

Just talking to a customer isn't enough. Ask why three, four or five times to get at the real reasons for some of their behaviors.

They may find you annoying, but you'll better serve them in the long run.