Focus on the customer

Always keep your eyes on future developments, and focus on the customer.

Hosain Rahman knows the value of looking to the future. He founded the wearable technology company Jawbone in 1999, long before wearable tech was a trend. And by cultivating a future-oriented mindset, he learned how to keep his company ahead of the game.

A key principle of the future-oriented mindset is that what worked yesterday won’t work today.

The world is changing so rapidly and unpredictably that you must keep moving. If you allow yourself to become satisfied with your success, you’ll lose sight of what you need to change to keep your customers happy.

For example, if you sell ice cream and reach your sales goal in three years, you might be tempted to relax. But usually that’s the exact moment your customer's tastes change, or a new competitor enters the market – and your company collapses.

Something else Rahman learned early on is the importance of focusing on your customer’s wishes and needs. He realized the value of investing in things that directly benefit your customers, like high quality products and excellent customer service.

Take the Jawbone Up bracelet. It can analyze your health by tracking your day-to-day habits, such as sleep and exercise, and then organize all the collected data for easy access on your smartphone. But on top of this it has a sharp, customizable look: you can choose from various colors and designs to find the Up bracelet that perfectly fits your style.

In a world of almost infinite choice, the only way to stand out is to develop top-notch products. That means not only paying attention to what’s needed, but paying attention to what’s wanted as well. Develop a product that looks as smooth as it functions, and you’ll be well on your way.