十多年前曾有一部好莱坞轻喜剧《倾听女人心》。在广告公司工作的男主角机缘巧合间获得了倾听别人心声的特异功能,这不仅使他的事业如虎添翼,也帮他赢得了美人心。不过比起赢得美人心,作为营销从业人员,我更羡慕的还是听懂客户心声给工作带来的帮助。想想看,如果我们能够在客户用语言表述之前,就敏锐地察觉他们最最真实的希望、疲倦、幽默、冲动、急躁、野心、多疑、不可理喻、满腔热情、焦虑苦恼、捉摸不定,了解他们心中的渴望,他们需要什么,讨厌什么,什么样的东西能引起他们的情感波动,什么样的东西又能激发他们源自内心深处的好感,那还愁提交不出客户满意的方案,设计不出用户渴求的产品吗? More than a decade ago, there was a Hollywood comedy “Listen to Women”. The male protagonist who works in an advertising company has acquired the special function of listening to other people’s voices by chance. This not only makes his business even more powerful, but also helps him win beauty. However, compared to winning beauty, as a marketing practitioner, I am more envious of understanding the voice of the customer to help the work. If we think about it, if we can express keenly our customers’ most realistic hopes, fatigue, humour, impulsivity, impatience, ambition, suspiciousness, irrationality, enthusiasm, anxiety, uncertainty, and uncertainty before they use their language to express their understanding. What they desire in their hearts, what they need, what they hate, what kind of things can cause their emotional turbulence, what kind of things can inspire their goodwill from the depths of their hearts, and they can’t submit solutions that satisfy the customers. Can’t design a product that users desire?