Audience Focus: Who’s at the Center of Your Universe?

Christy Hogan Hutchinson

For thousands of years, people believed the Earth to be stationary at the center of the universe. It was not until the 17th-century when thanks to the likes of people like, Galileo, Johannes Kepler and Isaac Newton, that we began to develop an understanding of physics that eventually led to the acceptance of the idea that the sun was the center of the solar system. (At least this is how Wikipedia has explained it to me).
I think many companies today still view the solar system of their customers and competitive set in the same way the first humans did—with their organization at the center of the universe.

Easy to do. We go to work every day. We believe in our company’s mission. We have a deep understanding about what makes our organization different and better than the competition. Not to mention never ending to-do lists.

If you forget all of that for a minute and take a step back, it becomes pretty clear that your customers are really the sun in your solar system, with both your products and services, and your competitors products and services orbiting them. Without the sun we know life on earth would not survive and the same is true for companies.

Take the time to do some research to gain a deep level of understanding of what your customers are thinking and how they are making decisions. Taking the time to “THINK” – about who we’re talking to and what they care about, helps create opportunities for innovation and differentiation in the marketplace. Hopefully resulting in even sunnier days ahead.


Magnani is an experience design and strategy firm that crafts transformational digital experiences to delight users and deliver sustainable competitive market advantages for our clients.


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