Do you even like the people you serve?

What’s the difference between knowing and liking the people you serve?

These days, there's a ridiculous focus on tech and start-ups, so we hear a ton about “users” which is just a word to describe potential customers and current customers.

User research leads to a user profile, user archetype, user avatar, or some other over simplification of a diverse group of people. This caricature informs the design of a user experience.

But who’s user experience are we talking about?

Are you creating an experience that the user genuinely enjoys? An experience that’s good for them? Or are you creating an experience that “converts” them into a sale?

There’s a huge difference between knowing and liking your customers (users, buyers, whatever).

When you know a person, you can sell to them.

When you like a person, you want to help them.

So think about your “users.” Are you optimizing their experience or yours?

Keep it real

— Rvw

PS. Obviously, this is a very idealistic take. We are all buying a ton of shit we don’t need. But there is value in the mindset. Liking your customer allows you to care about their interests and well being. And who doesn't like that?