‘We often don’t even realize fear is driving our reluctance to do the work when it comes to understanding customers. But nine times out of ten it is. We need to reframe failing as learning. Recognize the fear and acknowledge it as a normal human response and go find some customers to talk to and observe anyway.’
Katie Tucker, author of Do Penguins Eat Peaches is featured on smeweb.com where she counters poplular misconceptions stopping SMEs conducting market research.
Ego, excuses and the fear of failure: What’s holding you back?
What’s stopping SMEs from doing market research? A new book busts common misconceptions. This is an edited extract from ‘Do Penguins Eat Peaches? and