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Take a wider view


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One of the most dangerous habits a marketer can develop is thinking that his or her life experience is an accurate (and the only) filter.

That’s a very narrow lens to use. But with a slight twist, your single-lens viewfinder could become a kaleidoscope with all the colors and images mixing up and showing you a completely different way of seeing the world.

Let me give you an example. I read an article about a trend that is beginning to bubble up across the globe – women-only cab or car services.

When I first read it, I thought: Wow, are we taking segmentation too far? But as I kept reading, my middle-class white man perspective melted away.

I’m embarrassed to admit it, but it never occurred to me that women might be attacked after getting into a cab.

According to what I read, it happens. In London alone, an average of 10 women a month are attacked. That’s why the company Pink Ladies, a women-only cab service in the United Kingdom, came to be.

According to the article, “booking is done over the phone, and a text message is sent to the customer to let her know the vehicle is approaching, which means she doesn’t have to wait outside. Drivers are trained in self-defense and will wait outside a customer’s home after a drop-off to ensure she gets in safely.”

Bravo to someone who turned the kaleidoscope to see the picture in a new way and develop a profitable and customer-centric solution.

Here’s my question to you marketers – how do we make sure we’re looking through a kaleidoscope and not a single-lens viewfinder?

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