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How to Figure Out Exactly What Your Customers Want

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This story appears in the December 2012 issue of Entrepreneur. Subscribe »

Q: How can you determine exactly what it is your customers want?

Jason Lee

A: This sounds like a no-brainer, right? Wrong. You'd be surprised to learn how many entrepreneurs lurch around, oblivious to their customers' deepest desires. How is this possible? Easy. The entrepreneurs forget to ask. Or they ask the wrong questions. Or they rely on their sales force to enlighten them, and the sales force asks the wrong questions. That's where Jaynie L. Smith comes in.

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