If you work with people – in whatever capacity – you are using your skills and tools to help them get along with themselves, with the people around them, and with the challenges and tasks they face in life.
But sometimes we get a little too focused on our tools, and forget about our “end user.” For technology companies, knowing your end user is a billion dollar question. Apple’s genius was their unique understanding of the end user. Companies have tried and failed to copy Apple because they think Apple’s success lay in their design, but it also due to their ability to understand the desires of the end user.
Why call a client or customer an ‘end user?’ Because often times it’s easy to get fixated on our method or service , what we are delivering, and forget about the needs and world of the people to whom we’re delivering our service. We’re not just helping people, but helping people get along in their world. Ultimately, our client is the world around our client. (more…)