Two important questions for CEOs and Marketing Chiefs. #1 Why do people buy our products?

If you're in business, then here are 2 really powerful questions to ask. And the first is, why do people buy our product? And ask customers, why did you choose our product or service? And customers will tell you, you can do a survey, they'll say lots of nice things, it makes you feel pretty good. But the second question is much more difficult to answer and in many ways much more important. And this is, why did people not buy our product? And to do this, you've got to find somebody who was considering your product and then bought from a competitor. And you've got to ask them, why did you do that? And it's best to do this face-to-face rather than in a survey. Another way to put it is, what could we have done to have won your business? Is there anything we could have changed in our proposition, in our offering, which would have made it more appealing and convinced you to buy our product? And what they tell you is really valuable. So try and answer these 2 questions one way or another. Why do people buy our product? And why do some people choose not to buy our product?