Customers may demand changes and you may learn to feel it is in your best interest to direct those changes.

I was recently reading about a man who was the editor for a magazine aimed at teenagers. He indicated in the article that the whole complexion of the magazine changed repeatedly during his tenure as editor. Why? Because as each year passed new interests and expectations came from a new group entering the readership of the magazine. Every four years that magazine underwent a complete transformation as a direct result of the demands of new readers.

A car dealer recently told me that it is the consumer that ultimately directs the price of used cars. When this man hears complaints about how a used car can bring about half of a new car price in just one year he indicates that consumers demand lower priced automobiles and that changes the way car dealerships offer trade in value on cars.

In essence he was saying that when we believe that a car drops in value after driving it off the lot it is really consumers who determine they are only willing to pay a certain amount and eventually they get their way.

By paying attention to the temperature of the consumer you will have a better gauge as to how best to continue serving them well.

It may be hard to accept the fact that by adopting the idea that consumers rule the direction of your company you can be successful.

This isn't an idea that suggests you should be wishy washy in your marketing plan. Rather this idea speaks to your need to be responsive to the interests of those who are paying you. If customers stop paying you all you have left is your original idea without the income.

Each consumer contributes a small paycheck that contributes to your success in business. This is why customer service and follow-up is so important.

Many businesses provide a feedback mechanism so customers can provide input into future releases of your product. This is what has allowed gaming systems, electronic gear and television shows to find new direction and purpose.

In some sense your customers may be beta testers for your product. Sure they pay for the privilege, but they also provide feedback on your most recent release of a product. Their desires will translate into a future product that may be more intuitive and possess wider acceptance.

The idea is to grow your product with customer feedback as the fertilizer. Try not to look at customer suggestions as a problem. They should be viewed as the hinge that opens the door to greater success.

OK, now that I've tried my hand at motivational speaker let me simply say that I hope you get the idea that when you allow customers the opportunity to help you move your company forward they are likely to provide that help. Are you paying attention to their offer?