Customer Quote by Clara Shih
“Your customer is not your user”
About This Quote
Source Talk: "Product Design Principles" by Clara Shih, 2021
Customers differ from users; focus on the buyer’s needs, not just the end‑user experience.
In simple terms: Customers ≠ users.
Key Takeaway
Design for the buyer’s perspective.
Themes
business
design
customer focus
Mood
practical
strategic
Type
business
insightful
When to use this quote
- B2B sales
- software adoption
- marketing strategy
Key Concepts
buyer vs user distinction
value proposition
Questions to Reflect On
- Who is your true customer?
- How do you balance buyer and user needs?
A Different Perspective
Sometimes users drive product success despite buyer focus.
