“The customer is always right.”
It’s one of the most misunderstood phrases in business. Some take it to mean that businesses should do everything in their power to please customers, no matter how unreasonable the request. But in reality, that’s not what the phrase means at all.
I learned this the hard way.
The Customer Who Always Had a Complaint
She was a repeat customer. But not the kind who bought frequently and left great reviews. No, she was the kind who always had a complaint.
Not about the quality of my product. Not about late deliveries. But about what she felt she deserved.
“Other vendors always add a freebie,” she said after one order. “Why don’t you?”
At first, I responded professionally. I explained that my business didn’t operate that way. Freebies weren’t random giveaways to win favour—they were part of a marketing strategy that I used deliberately at specific times.
But that wasn’t the answer she wanted.
Each time she ordered, she’d bring it up again. “It’s just good business to reward loyal customers,” she’d say.
Then came the moment that changed everything.
“You should take my suggestion because the customer is always right.”
For a brief moment, I considered giving in. Maybe throwing in a small freebie wouldn’t be a big deal. Maybe it was easier to keep the peace.
But then I caught myself—why was I justifying bending my own business strategy for one person’s entitlement?
That’s when I made my decision.
I told her, politely but firmly, that I would no longer be serving her. That she was welcome to take her business elsewhere.
Yes, I lost a sale. But I kept something far more valuable—my business integrity.
Because here’s the thing:
This phrase doesn’t mean giving in to every demand. It doesn’t mean letting customers dictate how you run your business. And it certainly doesn’t mean sacrificing your long-term strategy for short-term satisfaction.
The True Meaning of “The Customer is Always Right”
What it really means is this:
If you put your product in front of the market, customers will tell you—through their actions—whether it’s right for them.
The key word here is market. Not just one loud customer. Not just a handful of complaints. But overall patterns, buying behaviours, and feedback that actually matter.
No one understood this better than Steve Jobs.
Steve Jobs & The Power of Market Research
Steve Jobs didn’t rely on customer feedback in the traditional sense. He wasn’t obsessed with focus groups or surveys. Instead, he studied how people behaved.
People never told him they wanted an iPhone. They never asked for a device that combined a phone, an internet browser, and a music player into one sleek touchscreen gadget.
But Jobs observed them struggling with clunky technology. He saw them carrying around multiple devices and dealing with frustrating limitations. He paid attention to their unspoken needs.
And because of that, he didn’t just satisfy customers—he created demand.
The iPod. The iPhone. The iPad. None of these products were the result of Jobs reacting to individual customer complaints. Instead, they came from a deep understanding of his audience—watching, analysing, and anticipating what they needed before they even knew they needed it.
That’s the power of real market research.
How to Apply This to Your Business
As a small business owner, you might not be the next Steve Jobs. But you can apply his approach to your own business by shifting how you listen to customers.
Here’s how:
1. Identify the Right Feedback
Not all customer feedback is valuable. Some customers will complain for the sake of complaining. Others will demand discounts, freebies, or special treatment that don’t align with your business strategy.
The key is to look for patterns.
- Are multiple customers giving the same feedback?
- Is there a recurring issue that affects sales or customer experience?
- Are people voting with their wallets—buying more of one product over another?
Pay attention to what matters, and filter out the noise.
2. Know When to Say No
Some customers just aren’t a good fit for your business. And that’s okay.
If someone constantly complains, demands special treatment, or drains your energy, it’s okay to let them go.
Not every customer is worth keeping. And not every request needs to be honoured.
3. Use Market Research, Not Just Opinions
Instead of reacting to individual customer complaints, take a step back and look at the bigger picture.
- What products sell the most?
- What kind of feedback do you get repeatedly?
- What do customers do, rather than just what they say?
Customers will show you what they want—not just by what they complain about, but by how they buy, what they engage with, and where they spend their money.
Your Business, Your Rules
Walking away from that customer was a defining moment for me.
It reinforced something I’d always believed but hadn’t fully embraced: my business should be shaped by strategy, not pressure.
Because the truth is, your business isn’t for everyone. And that’s okay.
So, the next time someone tells you “the customer is always right,” remember:
It doesn’t mean you should say yes to everything. It means the market is always speaking.
The real question is—are you listening to the right customers, or just the loudest ones?
Join a Community of Visionary Thinkers
I just launched a new Facebook group for small business owners and aspiring entrepreneurs who want to turn their vision into reality.
Right now, it’s brand new—I’m building it from the ground up, just like many of you are building your businesses. This is where I’ll be sharing:
✅ Live Q&As where I answer your business and strategy questions
✅ Case studies of small businesses that made their vision work
✅ Step-by-step breakdowns of strategies you can implement today
This isn’t just another business group. It’s a community of action-takers who are serious about making their vision a reality.
If you’re ready to stop waiting and start doing, join us today.
Click here to join the Facebook group.
