Why Understanding Your Customers Changes Everything

After years of trudging through the Peak District and hitting mountains from the Alps to the Himilayas, I’ve learnt something rather crucial: the best kit isn’t just about keeping you dry or warm – it’s about truly understanding what you need whether you’re halfway up Snowdon or trekking through Nepal. The same rings true for business. The brands that genuinely succeed don’t just sell products; they understand why we’re out there in the first place.

When Heritage Meets Real Understanding

Take Patagonia. Brilliant example, and one of my all-time favorite brands. They’ve absolutely nailed what adventurers want. Their shift from selling through traditional retailers to building genuine relationships with customers worldwide is spot on. Rather like how Barbour evolved from South Shields to become an international icon – they twigged that modern customers want more than just kit; we want to know our purchases align with our values, whether we’re in the Highlands or the Himalayas.

The Outdoor Spirit

This hits home every time I’m kitting up, whether it’s for a weekend in Wales or a trek to the Himalayas. Look at how Berghaus evolved from a small Newcastle shop to a global brand that gets why we brave the elements worldwide. Meanwhile, Arc’teryx showed us all that technical excellence knows no borders – they studied how serious mountaineers actually use their gear and created experiences that match our international adventures.

Being customer-centric obsessed here’s what I’m always sharing with outdoor brands when it comes to being successful:

• We don’t just buy kit – we invest in experiences that work from Wales to Wyoming
• We choose brands that share our commitment to conservation
• We want to connect with companies that understand our adventures

Creating Tomorrow’s Explorations

You know what’s really exciting? Watching heritage brands embrace communities while keeping their soul. Take Mountain Equipment. They could have stayed content with the British market, but they understood that mountains don’t have borders. Their kit now serves everyone from Peak District scramblers to Alpine climbers.

Even traditional brands like Rab get it. They’ve kept their Sheffield climbing heritage but evolved into a global force. Their sustainability initiatives speak to a worldwide audience that cares about protecting wild places, from Scottish munros to Andean peaks.

Real Numbers from the outdoors

Let me share some telling stats that cross all borders:

• 73% of adventurers worldwide expect brands to understand their specific needs
• 80% want brands to evolve with changing global outdoor trends
• 66% of younger adventurers globally choose brands based on environmental values

Lessons from International Peaks

1. Build Community Like Patagonia – They don’t just sell outdoor gear; they fight for environmental causes, repair old clothing, and build communities of activists. Their customers aren’t buying jackets – they’re joining a movement.
2. Transform Like Salomon – From French ski workshops to global trail-running phenomena, they learned to speak to athletes worldwide while keeping their mountain heritage intact.
3. Evolve Like Snow Peak – They took Japanese minimalist design and created experiences that resonate with outdoor enthusiasts from Yorkshire to Yokohama.
4. Adapt Like OS Maps – They didn’t just stick to British paper maps. They studied how different people navigate worldwide and created digital tools that work everywhere.

The Action Plan

1. Get Real with Your Research – Don’t guess what your customers want. Ask them. Talk to them. Listen to them on channels such as social media. Watch them use your product. The insights might be eye opening.
2. Map Everything – Document every step in your customer’s journey. Every click. Every call. Every moment of delight or frustration. This is your treasure map.
3. Fix the Broken Bits – Start with the problems causing the most pain. Quick wins build momentum. Big transformations follow.
4. Test and Refine – Launch changes fast. Measure results faster. Keep what works. Ditch what doesn’t. Repeat.

The Bottom Line

Here’s what I’ve learned after years of watching brands and spending time outdoors across the globe: understanding customers isn’t about corporate strategy – it’s about genuine connection that transcends borders. The most successful heritage brands aren’t those hanging onto tradition; they’re the ones using their heritage to build authentic relationships with today’s global adventure seekers.

The next generation of outdoor enthusiasts couldn’t give two monkeys about your years in business. They care about your commitment to their adventures and the wild places they explore, from the Cairngorms to the Cascades. Heritage brands that get this aren’t just surviving – they’re becoming proper legends in their own right.

Remember: Your history is just the start of the trail. Understanding today’s adventurers will guide your next summit, wherever in the world that might be.

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Cognitive Union is a progressive, boutique learning and performance consultancy. We work with forward-thinking businesses. Transforming their people. Shaping their culture. Helping them embrace change and take on the world.  Find this blog useful? Sign up to our email newsletter (bottom of this page) where you can receive articles like this and other insights (not publically published), and you can also follow us on LinkedIn.