The work your doing isn’t as strong as it can be if you go about it thinking that you are the target.
Evaluating the work you’re doing as if you are the target of it is layered with a whole slue of biases that work against you and weaken the work.
Work can really only get stronger by approaching it with empathy and observation of the real target (them, not you) and a whole lot of listening.
But there is one moment that it pays to own being the target (whether you think/feel you are or not): right before you ship.
Let’s say marketing is like making food in a restaurant and you’re the chef. You’re making food that you want the person at the table to love, and in the moment before you send it out, you look at it and ask the question “would I be happy to be served this if I were the one sitting at the table?”
This one final gut check can make all the difference in a remarkable experience for a guest – or, rather, can prevent a terrible review from occurring.
Namely, there’s a point when you get too in the weeds of doing something for the target. After all, they’re hungry and you’re rushing to get them what they want while they want it, which often results in you sending out the tacos, but the meat is overcooked.
You might have good target-centric intentions, but haste makes waste. The pause to put on the target’s hat ensures you get applause.
Stay Positive & Them First, Then You
Photo credit
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