we call “shop blindness” to the mental automation of our products, services or processes, so “developed – realized – familiar” that we do not realize if they can be improved, replaced or -even- if they are putting us at a disadvantage against the new forms of competition.
Most common types of “shop blindness”
If something ain’t broken, don’t touch it
In principle it is very wise, if we already know that something works, we try to “maintain” it without taking time to review why it works, what we do well -and make sure that our entire team knows it-, how we can replicate that knowledge to other areas as well as Capitalize on that value for the benefit of greater differentiation from the competition.
Groups and people
We talk about teams and forget about the people who make them up. We talk about customers but we forget to differentiate their needs or interests. We need to be as attentive to changes in our work environment as to trends in consumption and customer loyalty, both current and potential.
generalize an experience
That we like something like founders or business owners does not imply a collective experience, that is why teams and diversity are necessary, so that there are different points of view and experiences about our products and services. Are we being clear in our promise of value? Is there no doubt in our internal and external communication? Is the process as intuitive as we think? Constantly asking these questions and taking action on them is what will keep us competitive.
minimize criticism
There is nothing more dangerous than applying the: “eyes that do not see…” When a question or criticism is repeated a lot, it implies a flag -if not red, at least yellow- that it is necessary to attend to, either by clarifying information, adjusting the conditions in which we offer our product or service, improve customer service or make our page easier to navigate.
Of course, no brand -and more so if it is an individual venture- likes to hear criticism, so it is important to reiterate that it is not a personal issue.
What can help you avoid this blindness?
- Arrival or departure of clients: We complain when we lose customers but we almost never ask ourselves what the customer liked to prefer us over the other options.
- Monitor information: What data can help us? What and how can we obtain it? How are we going to use it?
- Find allies: In addition to your close team, friends and family, there are various ways to obtain other points of view: the media, specialized magazines, social networks, forums, consultants, even various genres of books. This will help you open your vision, exchange experiences and strengthen active listening.