The aphorism “meeting the customer where they are” is best saved for the daily horoscope; if you believe in that sort of thing.

Meeting customer demand is nothing special anymore, instead, this is table stakes.

The customer has an expectation, in their relationship with a brand, to be met where they are. At least at the start.

Market-leading brands understand that generating demand is the path forward.

This means creating products that the customer didn’t even know that they wanted. Chart a novel path for the customer that they could not have envisioned themselves. There is also an element of anticipation from the brand as to how the customer might shift and evolve.

Think of noteworthy athletes, they know about getting ahead of the curve. Wayne Gretzky famously said that great hockey players go to where the puck is going to be. Dennis Rodman studied for hours as to where the basketball would go when trying to get a rebound.

That serves as a template for what retail executives need to do. Not remaining ensconced within the corporate office but rather getting in the game.

Meaning, visit the shop floor and see what’s happening at the store level.