You probably know the example of Henry Ford in which he says: “If you ask customers what they want, they will tell you they want a faster horse”.
You could interpret this as you shouldn’t listen to the customer, but I don’t think that’s the point. The point is that you have to look very carefully at what the customer wants to accomplish.
The customer is asking for a faster horse to get from A to B faster. If you have a solution for that, then you make something that people want to buy. And clearly that doesn’t have to be a horse, as Mr. Ford has shown.
There is room for improvement at many companies when it comes to putting customer demand first. I use “customer” here, but in the case of you as a trainer this is the trainee or the person to whom you sell the training.
It is often talked about a lot, but a framework is missing to do this in a structured way, so that all customer knowledge is made transparent in one place. A framework is needed to put all insights together so that everyone benefits from it: product development, marketing, sales, customer service, etc.