Like the many serendipitous discoveries in the field of medicine, your product may solve a problem beyond what it was originally intended to. The only way to discover these uses is to get closer to your customers and understand their needs and desires. It can be a great opportunity for you to further grow your business and achieve success.In this episode, Jordan West interviews Sean McGinnis of Kuru Footwear. They discuss the birth of Kuru Footwear and how its products have come to solve a problem that it was not originally intended to solve. Sean also shares how they got closer to their customers and made the relationship last.Listen and learn in this episode!KEY TAKEAWAYS FROM THIS EPISODEThe more you talk to your customers, the more familiar you become with their lives, and the better you can help them.Direct-to-Consumer is the best pathway for getting close to the customer.If you want to understand how you can improve a product, it starts with the customers.You have to know how the customers are using your product differently to improve your marketing and product development strategies.Try to forecast accurately based on your best available data.Customers are searching for solutions all the time.The combination of different acquisition methodologies can yield various levels of profitability and overall demand for your business.Recommended App:Shopify Plus https://www.shopify.com/plus/ Recommended Book:The All-in Podcast https://www.allinpodcast.co/Today’s Guest:Sean McGinnis is the President and Integrator of Kuru Footwear, a brand of shoes for men and women made to ease foot pain.Connect and learn more about Sean and Kuru Footwear here: Website: https://www.kurufootwear.com    Twitter:  https://twitter.com/seanmcginnis LinkedIn: https://www.linkedin.com/in/seanmcginnis We love our podcast community and listeners so much that we have decided to offer a free eCommerce Growth Plan for your brand! To learn more and how we can help, click here: upgrowthcommerce.com/grow Join our community and connect with other eCommerce brand owners and marketers! https://www.facebook.com/groups/secretstoscalingpodcast