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This part gives anyone thinking of starting up a business a reality check.
Successful and growing sales happen when customers have solved their problems.
It is no longer enough to provide products/services based on their need and wants.
Customers buy solutions.
They want you to find ways to solve their problems for them.
Customers do not care about the features of your product/service or your businesses, they are interested in themselves and solving their own issues. If you can provide an easy to use, practical solution for their problem they will buy from you.
This is what Apple did when it came to changing the way we use computers. Apple helped to personalise and make technology easier to use with its simple yet elegant designs, as well as make them reliable and easy to repair if anything should happen to them.
Amazon has changed the way we shop, by giving us back our time and allowing us to make purchases at discounted prices.