Are You Listening to Your Customers—Or Just Selling What You Love?
Last week in Miami, I found myself at a high-energy Argentinian steakhouse—the kind where the Malbec is flowing, the tables are packed, and the conversation is loud enough that you have to lean in to hear anything.
I was there with an American friend, and feeling completely in my element, I took over the menu.
When I thought I heard her say she wanted something hearty, I didn’t hesitate—I ordered her the Milanesa Napolitana.
For context: this is pure Argentinian comfort food. A breaded cutlet topped with tomato sauce, ham, and a generous layer of melted mozzarella. To me, it’s not just food—it’s a core memory.
The Moment It Went Wrong
When the dish arrived, my friend looked at it like I had just handed her something completely unexpected.
She didn’t light up. She froze.
Turns out… she hadn’t asked for Milanesa.
She asked for Bolognese.
And in that moment, it clicked:
I had stopped listening.
I was so focused on giving her what I loved, I ignored what she actually wanted.
The Marketing Lesson: Are You “Ordering” for Your Customers?
This happens in business all the time.
Brands get so caught up in:
- Their story
- Their favorite features
- What they think is impressive
That they stop listening to the customer in front of them.
And that’s where the disconnect begins.
Read more: One Wrong Move Could Cost You 33% of Your Revenue
The Real Problem: Projection, Not Strategy
1. The Ego Trap
You launch something because it feels exciting or innovative.
But your customer?
They just wanted a simple solution.
You’re giving them something complex—when they wanted something familiar.
2. The Expert Bias
When you’ve been in your industry for too long, you forget what it feels like to be new.
You use:
- Jargon
- Complex explanations
- Insider language
And your audience ends up confused instead of confident.
3. Building for Yourself, Not the Customer
Just like designing a house for a buyer—you can’t get it right if you don’t understand who they are.
If you’re not listening, you’re not building for them.
You’re building for yourself.\
What Great Brands Do Differently
The most successful brands aren’t the ones with the most impressive “offer.”
They’re the ones that make customers feel:
- Seen
- Heard
- Understood
Because real growth comes from connection—not projection.
A Simple Question to Ask Yourself
When was the last time you checked:
Are you delivering what your audience actually wants…
Or just what you think they should want?
The Real Takeaway
Better marketing starts with better listening.
Stop projecting.
Start connecting.
Because the goal isn’t to serve your favorite idea—
It’s to serve your customer.
To better conversations (and better decisions),
Lara
