Give the Customers Your Product in the Way They Want to Get It – (NPR Faces the Challenge)

If you want people to do things your way, you are bound to be disappointed…

You have to start with people where they are.

You have to meet people where they are.

This is a “how to reach your customer” first principle. And to be a late adopter in this arena can be deadly to your business.

NPR-Headquarters-Poulin--Morris-2I thought of all of this as I read about the decline in the Public Radio audience. This concerns me – I am a committed public radio listener. It is what is practically always on in my car. (Ok – an occasional Cowboys discussion on Sports Radio finds its way onto my dial – but, not often). I feel like I simply would not understand our world without public radio. (My local station is KERA, 90.1).

Anyway, NPR’s audience is on the decline. Why? Well, to put it bluntly, we’re just getting…old. (Yep, me too).

So the folks at NPR are trying to reach a new audience that will increasingly go with podcasts, clips, links…  In other words, they will need to get their “radio news” somewhere other than their radios.

I read about this in this article: NPR is graying, and public radio is worried about it. And, here is the key paragraph:

“If someone has decided that their phone is a better way to get information than their radio, we’re not going to change their mind,” said Oreskes, a former New York Times and Associated Press editor. “So our goal is to be there for them, wherever they are.”

So, here’s the business lesson. “Our goal is to be there for them, wherever they are.” Translate that into this:

Our goal is to give the customers what they want, in the way they want it.

And, in this world, the customers want things their way in so many different ways.

You really won’t be changing their minds. You will learn how to give them what they want, how and when they want it, or you will likely go out of business. And therein lies the challenge.

And it is quite a challenge!



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