So you’ve been running your business by the old saying ‘the customer is always right’. This might be appropriate in the realm of customer service – although even then, there are limitations to this. But in the area of future planning, your business will benefit greatly from NOT listening to your customers.

Many business owners consult a range of stakeholders when making decisions about the future of their business. While this may elicit some useful information, this is where another old saying comes into play: ‘they don’t know what they don’t know’.

For example, if you surveyed your customers asking them what improvements could be made to your business, their responses are going to be limited to their experience of your business (or industry). If they are happy with your level of service, they are likely to say ‘no improvements required, we love XYZ business just the way it is’. This doesn’t help you to grow and improve, and it gives your competitors a much greater opportunity to move ahead in leaps and bounds.

Imagine if, instead of asking your customers what they wanted, you had a vision for ways that your business could be done differently (and better). Even at this point, if you consulted your customers about these new ideas, they are unlikely to see the value or need: they don’t know what they don’t know.

Ultra successful businesses are those who lead their industries and invest resources and brainpower into innovative and new ways of doing things. Continue to ask your customers to let you know when something isn’t working and what will make them happy. But don’t rely on them to dictate your future goals and direction.

Michelle Grice writes a weekly column for business women in The Western Weekender