How to Truly Understand the Customer at the Deepest Level - Interview with Gunny Scarfo Ep#74

"Most mediocre insight you see in business comes not from bad researchers or faulty techniques.. the question itself was destined to lead to mediocrity". Gunny Scarfo is the co-founder of Nonfiction Research, a market research firm that is dedicated to uncovering and understanding the uncensored lives of customers, and the information they wouldn't even mention to their friends. Gunny has also held multiple Head of Strategy positions, including one at Carrot Creative, a social media agency acquired by Vice Media in 2014. On this episode of the Strategy & Leadership Podcast, Gunny hones in on how to truly understand the hidden desires our customers hold, as well as the symbolic relationships they have with our products and services. Here are the topic covered in the episode: - Why you need to have a 'burning question' - An underused tactic to learn about your customers - A skill that's necessary to understand your customers - What you know about your customers is probably wrong Get our FREE Strategic Planning Workbook template here: https://www.smestrategy.net/strategic-planning-process-template-workbook Enroll in our strategic planning course to learn our process for creating a strategic plan successfully (without hiring anyone): https://www.smestrategy.net/strategic-planning-steps-course Are you looking for someone to facilitate your strategic planning process? Book a complimentary consultation to learn more about our approach: https://www.smestrategy.net/contact Want a software to track & monitor your strategic plan? Get a free trial for Cascade Strategy: https://go.executestrategy.net/trial?fpr=smestrategy // WEBSITE & RESOURCES: Website ► https://www.smestrategy.net/ Blog ► https://www.smestrategy.net/blog Strategy & Leadership Podcast ►https://www.smestrategy.net/podcast Alignment Book ► https://www.smestrategy.net/alignment-book Contact ►https://www.smestrategy.net/contact // FOLLOW US ON SOCIAL MEDIA: Facebook ► https://www.facebook.com/Smestrategy/ LinkedIn ► https://www.linkedin.com/company/2866558 Instagram ► https://www.instagram.com/anthonyctaylor/ Twitter ►https://twitter.com/smeinsights // ABOUT SME STRATEGY CONSULTING: SME Strategy is a management consulting firm that specializes in helping organizations develop and implement their strategic plans. We work with teams to facilitate conversations about strategic direction and business strategy so that our clients can focus their energy on what will move them forward faster. Based out of Vancouver, BC, we've worked with organizations all over North American and beyond in various industries including nonprofits, universities & government organizations. To learn more about working with a facilitator: https://www.smestrategy.net/strategic-plan-creation