In business, there’s a fine line between knowing what your customers need and thinking you know what they need. The difference is in the details—and how well you’re paying attention. A recent dining experience reminded me of just how frustrating it can be when you’re not truly being listened to.

Whenever I dine out, I always ask for iced tea with Splenda or the yellow sweetener specifically. Yet, nine times out of ten, I’m presented with a container of every sweetener under the sun—pink, blue, and white packets galore. And more often than not, the Splenda I requested either isn’t there or there’s just one or two packets, not enough to last the entire meal.

It’s like asking for vanilla ice cream and getting a Neapolitan slice: sure, it has vanilla in it, but you’re also stuck with chocolate and strawberry. Technically, I’ve been given what I asked for, but it’s not the right execution. The server is giving me what they’ve been told to give everyone—a selection of sweeteners—and not actually addressing my specific request.

When I encounter a server who’s truly paying attention, they’ll bring me a container that only has Splenda. It’s not difficult; it just requires listening and understanding that I know exactly what I want.

This got me thinking about business. Often, we assume we know what’s best for our customers, giving them what we’ve been trained or told to offer. But that’s not the same as really listening to their specific needs. Sure, in some cases, customers may not fully know what they want, and it’s up to us to guide them. But more often than we realize, customers do know what they want. The problem is, we’re not truly listening.

Too many businesses fall into the trap of offering what they think is good enough, assuming that close enough will be fine. But that’s a dangerous mentality. It’s time to stop just going through the motions and start really paying attention to what our customers are telling us. It’s about more than just providing a product or service; it’s about delivering on their specific needs and expectations.

At the end of the day, the difference between a satisfied customer and a loyal one often comes down to the little details—like getting the right sweetener for your iced tea. In business, that means pulling our heads out of the sand (or wherever else they may be) and making sure we’re giving our customers exactly what they ask for. Listening to them—and I mean really listening—can make all the difference.

About Rich Brown: I’m a seasoned technology executive renowned for my ability to drive growth and innovation as a CTO and CIO. With a career spanning over two decades, I have consistently designed and executed technology strategies that revolve around innovation, platform modernization, and digital transformation. I possess a unique talent for assembling and scaling high-performing teams, ensuring the successful development of groundbreaking enterprise products and solutions. My unwavering passion for technology, backed by hands-on technical experience that spans from my roots as a Software Engineer to my recent roles as Chief Technology Officer, underscores my remarkable track record of delivering tangible results. I’m a sought-after strategic partner for organizations in search of innovation and a proven path to success.

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