Don't Ask the Deer How It Wants to Be Hunted

Ask your audience what they want and they'll happily tell you — but what people say and what people actually buy are rarely the same thing. In this episode, Igor makes the case against the popular idea of "serving your list" by surveying it. Drawing on lessons from hunting, dating, and a coaching program stuck at a 30% refund rate, he explains why your market can't reliably tell you how to win it over, and why the only dependable way to learn what people respond to is to test, observe, and watch what they do instead of what they say.