N.I.H.I.T.O principle


Whether you are in product management or marketing or sales or even in project management, one should always follow this principle called NIHITO. It stands for “Nothing Important Happens In The Office.”

Your market is outside your desk, your customers are out in the market. Your buyers are shopping for your competitors products in those market. Your sellers are trying their best to match the needs of your buyers. Everything from understanding the market problems to selling happens outside of your desk, and so should you be a frequent flyer to your market.

The rule of thumb is that every week you should have a customer interface. Face to face, webex, phone, does not matter. You have to have ask the right questions and shutup. Every week, talk to new customers or those who bought competitor’s products (win/loss analysis), do your buyer interviews asking them how your message resonates and where they want to see your products messaging, or find opportunities to deliver Executive Briefing Centers (EBCs). Also organize Customer Advisory Board (CAB) or technical advisory board (TAB) or user group meetings.

As nothing important happens in the office, go and talk to your customers or prospects.

1 Comment

  1. Excellent items from you, man. I have be aware your stuff previous to and you are just too fantastic.
    I really like what you have received right here, certainly like what you are
    saying and the way in which through which you say it. You make it enjoyable and you still
    take care of to keep it wise. I cant wait to read much more from you.

    This is really a tremendous website.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s