Why understanding diverse needs is your greatest competitive advantage

At our recent Rise 2026 Health and Wellness summit, two comments stood out.

Thomas Hal Robson-Kanu of The Turmeric Co. shared a simple piece of advice: “Call your most valuable customer”.

Susan C. Allen Augustin, Here We Flow spoke about constantly speaking to customers to know exactly what they want.

Two different approaches, but the same underlying truth: if you want to understand people, you need to spend time with them.

But there’s another important dimension…

All audiences aren’t the same. People have different needs.

Yet, so many organisations continue to focus on the ‘average’, missing the nuance that makes all the difference and the opportunities for growth that come from understanding diverse needs.

Susan and Thomas’ stories are a reminder that understanding diverse audiences isn’t just good practice. It’s a competitive advantage that can unlock new opportunities for growth.

Ready to look beyond the average and uncover new opportunities for growth?
Get in touch: info@creativeequals.org

~ Jason Edwards, Strategy Director - CreativeEquals