Insight Bite: Remember, it's about customers.

You never know where inspiration may come from.

Insight Bite: October 28, 2026.

Sometimes the best way to win a customer is to help them feel comfortable becoming one.

Hawaiian Airlines recently welcomed 258 travelers with disabilities and their families aboard a flight that never left the airport. The goal? Give families, particularly those with autistic children, a chance to experience air travel without the uncertainty of an actual trip.

It's a powerful reminder that not every customer who isn't buying lacks interest. Sometimes they're facing barriers we haven't taken the time to understand. For marketers and business leaders, the opportunity is to look beyond the traditional customer journey and ask a better question: What might be keeping someone from becoming our customer, even when they want to?

Being customer-centric isn't just about understanding what people want. It's about recognizing what's preventing what they want.