Anyone who receives a product or service from you is considered a customer or client. The customer comes to you with a specific need, and ideally, you get that for them.
However, there can be a disconnect between what the customer expects and what they actually receive. When that happens, it can lead to dissatisfaction—or worse, the loss of the customer altogether. That’s why it’s crucial to find effective ways to assess whether you're truly meeting their expectations. Doing so can significantly benefit both your career and your business.
Truth Tables
A truth table is a useful tool for analyzing an issue, especially when it involves two interconnected elements. For example, consider the statement: "Excellent parents have excellent children." That’s a nice idea—but a truth table can offer a more nuanced perspective.
After watching the video and reviewing the material below, try creating a truth table using “Excellent Parents” and “Excellent Children” as your two variables. You might be surprised by what you discover.
Customer Needs vs Gets: A Truth Table Perspective
The truth table shown in the video highlights a key insight: what customers need isn't always what they get. While this might seem obvious in theory, it's often overlooked in practice—largely because we tend to justify our products, services, and performance based on our own standards.
It’s easy to believe that what you’re providing is valuable and essential. But does the customer see it that way? Assuming the answer is yes—without any feedback or evidence—can be misleading.
A truth table brings clarity. It forces you to face reality and consider the fundamental questions you should be asking your customers regularly.
Reality or Fantasy?
The concept of a truth table is simple, but walking through it carefully helps ensure real understanding. Watching the accompanying video is a great starting point.
The first four cells on the left side of the table represent what might be called “the obvious”—or about 50% of reality.
- In the first two cells, the "+" signs indicate that the customer needs something and gets it—they’re getting what they need.
- The next two cells, marked with "-", show that the customer neither needs nor gets anything—again, no mismatch.
Seems straightforward, right?
From your perspective, if someone buys your product or service, it seems safe to assume they need it and they get it. Similarly, if they've been a long-time customer, you might believe the first two boxes represent 100% of reality—they’re still around because they’re satisfied.
Or consider applying this same thinking to your job:“My boss and coworkers must be getting what they need from me… after all, I’m still here.”
On the surface, that belief might feel valid—but it may not tell the whole story. A deeper look often reveals unmet needs, even if things seem to be going well. Maybe the difference between an average performance rating and an outstanding one lies in those unmet details.
That’s where the last four cells on the right come in—the part of the truth table that represents the rest of reality:
- Sometimes, a customer needs something ("+") but doesn’t get it ("-").
- Other times, a customer doesn’t need something ("-") but gets it anyway ("+").
The Two Essential Questions
These situations raise two powerful and practical questions you can ask clients, colleagues, or supervisors:
- What are you getting that you don’t need?
- What do you need that you’re not getting?
These questions are simple, but incredibly effective. If you don’t get much feedback from them, try these variations:
- What are some things—actions, attitudes, or behaviors—you’d like more of from me?
- What are some things you’d like less of from me?
Imagine asking your manager or team members those questions. Even if they don’t have immediate answers, you’re sending a strong message:
You’re open to feedback.
And that’s exactly what high performers do—they actively seek feedback to grow and improve.