Last week in Miami, I ended up at this incredible, high-energy Argentinian steakhouse. If you’ve been to one, you know the vibe: Malbec flowing, tables packed together, and a level of conversation so spirited you have to lean in just to hear your own thoughts.
I was there with a very American friend of mine, and being in my element, I took over the menu. When I thought I heard her mention a craving for something hearty, I didn’t hesitate. I ordered her the Milanesa Napolitana.
For context: This is Argentinian soul food. It’s a breaded cutlet topped with tomato sauce, ham, and enough melted mozzarella to solve most world problems. To me, it’s a core memory on a plate. It’s “the best.”
The Disappointment Plate
The food arrived, and my friend looked at this mountain of cheese and meat like I had just handed her a puzzle she didn’t ask to solve. She was crushed.
As it turns out, she hadn’t said “Milanesa.” She had asked for Bolognese.
I realized I had committed the ultimate cardinal sin: I stopped listening to what she actually wanted because I was so excited to give her what I loved. I projected my own nostalgia and my own “best version” of a meal onto her experience. I ended up happily swapping my salad for her Milanesa (a win for me, honestly), but it stayed with me all night.
The Marketing Lesson: Are you “ordering” for your customers?
We do this in business constantly. We get so wrapped up in our own brand story, our own favorite features, and the parts of our business that make us proud that we stop hearing the person sitting across from us.
This isn’t just about strategy—it’s about empathy.
Read more: Clarity vs. Consistency in Product Packaging
The Ego Trap: You launch a feature or a campaign because you think it’s “cool” or “innovative,” but your customer is actually just looking for a simple answer to a simple problem. You’re giving them a Napolitana when they just wanted a bowl of pasta.
The “Expert” Bias: We’ve been in our industries so long that we forget what it’s like to be the consumer. We use jargon and high-level concepts that make sense to us, but leave our audience feeling like my friend did—confused and a little overwhelmed.
Building a House for Someone Else: Like we talked about with the real estate analogy, you can’t stage a home for a buyer you haven’t bothered to understand. If you aren’t listening to who they are, you’re just decorating for yourself.
Getting Back to the Table
The most successful brands aren’t the ones with the flashiest “dishes”; they’re the ones that actually make the customer feel seen and heard. It’s about creating a community where the conversation goes both ways.
I’m curious—when was the last time you checked in to see if you’re actually delivering what your audience is asking for, or if you’re just serving up your own favorite ideas?
Let’s stop projecting and start connecting.
To better conversations (and better dinners),
Lara
