What people want

What makes us so sure we know what consumers want?

If you are in this business (marketing or advertising) you probably know what I am getting at. I mean what makes us so high and mighty, that we can declare an understanding of society? And yet we do it all the time. I do it, creative directors do it, account executives do it.

I heard something somewhere where a creative director walked around with a shirt that had blazen on it "I am not a 45 year old black woman." I think the back said something like "And neither are most people in this room."

All we can hope to do is engage people with a story that is entertaining and interesting. Something that speaks to an emotional level of truth about a product/service.

I know what consumers want... for us to stop assuming we know so much.