Who to Satisfy? Differentiate Buyers, Users, and Customers for Effective Product Decisions
Johanna Rothman
JUNE 21, 2023
Decades ago, I worked for a company that created and sold voicemail products to telecommunications companies. Enterprise product developers often have “preferred” or ideal Buyers. Customers might be Buyers if they integrate your product into theirs. But these Customers might not be Users, unless they also use the product.
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