How much of this dance between the customer and company, a case where audience behavior is guiding Netflix v. Netflix trying to guide its members? I really think of it as a process of invention where the future isn’t really known — customers don’t exactly know what they want, and the company isn’t quite sure where it wants to go and what it is capable of. And there’s a third actor — as time passes there are new technologies to enable and likely new competitors who may affect your future. So, what I have learned to do is to obsess over customers through four research techniques: qualitative, existing data, surveys, and most importantly, A/B testing. And I am always working to discover what will delight customers in hard-to-copy, margin-enhancing ways. If you are lucky, you invent whole new features/products/industries that neither you nor your customers imagined, and through your invention of hard-to-copy things, you find yourself with little competition. I wrote an article called customer obsession that might make more sense than my current ramblings. Gib

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Former VP/CPO at Netflix/Chegg. Now speaker, teacher, & workshop host. Learn more here: www.gibsonbiddle.com or here: https://www.linkedin.com/in/gibsonbiddle/

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