While business go-to-market strategies vary, every company has a customer, whether that is B2B (business to business) or B2C (business to consumer)—and keeping that customer front and center is critical to business success. Key to this is considering the customer’s mindset.

Here is the reality: both consumers and businesses have a lot going on in their lives today with a wide range of challenges. Businesses must keep these factors in consideration and understand the mindset of the customer.

When you best understand your customer, then you can adjust your go-to-market strategy accordingly. Understanding your customer means recognizing there are both rational and emotional factors at play here. Let’s start by looking at the emotional side of the equation. Two powerful influences are at play: values and emotions.

Values and Emotions

Values are fundamental beliefs that shape what is important—that shape our identity either as a person or a business. Some examples include fun, accessible, empowerment, growth, thrifty, adventure. You get the idea. The list goes on and on.

Meanwhile, emotions are what we are feeling. These emotions can influence decision making and can change based on interactions and experience. Some examples of emotions include anger, happiness, pride, and worry, just to name a few.

As businesses aim to gain a deeper understanding of the customer’s mindset, they must consider both values and emotions.

Growth Mindset

Alongside this, businesses may also consider the differences between a growth mindset and a fixed mindset, something presented in Carol Dweck’s book “Mindset: The New Psychology for Success.” Let’s define each.

Someone has a growth mindset if they believe they can continue to grow and evolve. These people and businesses take challenges head on and learn from criticism. They are always looking to learn something new.

In contrast, someone with a fixed mindset believes we are all given a unique set of gifts and that we are unable to grow beyond that. These people will often give up or not embrace challenges.

Next Steps

Now that we better understand how the customer thinks and feels, let’s walk through some steps to gaining even deeper understanding.

First, ask your customers critical questions to get to know them better. While questions can vary depending on the business model, here are a few to consider.

  • What does the customer want or need?
  • What challenges does the customer face?
  • What do they need to be successful?
  • What keeps them up at night?

Next, collect as much information as you can directly from your customer. There are many different ways to collect this data. Consider website engagement numbers, evaluation forms following an event, one-on-one calls, or other surveys. This data can help driven decision making in the future.

Ultimately, knowing who your customer is and what they want will be essential to moving your business forward. Take that next step today.