Why Mindblindness is killing your business

beyond numbers are people we call customers

Mindblindness in an extreme is often attributed to autism or Asperger syndrome. But in some form, most business owners suffer from it too.

Entrepreneurs have no issues with building a product or marketing it, the problem is often in trying to take the business to the next level. Its in getting those first customers to keep coming back and to bring their friends along. Because for that, they need to trust you.

Business owners often lack the ability to truly empathise with their intended customers. It becomes all about that margin that we forget that customers are people too. We all can tell, when someone doesn’t seem to have our best interest at heart, yet when the tables are turned and we are the ones providing a service we assume that the other person won’t see through our act. At the end of the day, people will buy from people they trust more….

Mindblindness or lack of Theory of mind is a problem anyone seeking to grow a business shouldn’t overlook. Examples such as news of bad customer service reaches more than twice as many ears as good news, means that every customer experience matters.

In a 2001 research paper, Simon Baron-Cohen describes Theory of Mind as “…being able to infer the full range of mental states (beliefs, desires, intentions, imagination, emotions, etc.) that cause action. In brief, having a theory of mind is to be able to reflect on the contents of one’s own and other’s minds.”

If every business owner understood the beliefs, desires and intentions that drove their intended customer actions, we would be close to Utopia. Imagine if everything you bought, was so tailor-made it felt like it came out of your own mind because of how perfectly it solved your problem. Your customers desire the same experience with your product.

Tying in Theory of mind to daily business operations will push any business’ competitive advantage and get people coming back for more.

Your customer doesn’t care how much you know until they know how much you care….Damon Richards.

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