Why the Best Investors Think Like Their Customers

What looks convenient to a local may not feel convenient to a visitor. During one of my trips, a friend asked me to look at a property he wanted to convert into a short-term holiday accommodation. He pointed to the shops, restaurants and supermarket just across the road and said it would be perfect for tourists. Then I asked him one simple question that completely changed the conversation. In this edition of **Lessons From My Journey**, I share why the best investors don't just evaluate a property—they learn to think from their customers' perspective.

LESSONS FROM MY JOURNEY

7/10/20262 min read

One day, while I was visiting another city, a local friend asked me to take a look at a property he was thinking of buying.

His plan was to renovate it and rent it out as a short-term holiday accommodation.

As we walked around the neighbourhood, he pointed across the road and said,

"Look, there are shops, restaurants and a supermarket just opposite. It will be very convenient for tourists."

On paper, it sounded like a great selling point.

But as we walked outside, I noticed something.

The road was busy with traffic.

There were no traffic lights.

No pedestrian crossing.

Between the property and the shops was a large open drain.

I looked at my friend and smiled.

Then I asked him,

"Are you thinking like a tourist... or are you thinking like someone who lives here?"

He looked at me, slightly puzzled.

I continued,

"You drive everywhere."

"If you want to get to the shops, you'll simply drive across."

"But your future guests won't have a car."

"They'll be walking."

"They won't fly across the road."

"They can't drive across like you do."

"From their point of view, those shops may as well be much further away."

That was the moment he realised we were looking at the same property from two completely different perspectives.

That conversation reminded me of something I've seen many times while travelling.

In some cities, almost everyone drives.

As a result, roads are designed primarily for vehicles rather than pedestrians.

There is nothing wrong with that. It simply reflects how local people move around.

But tourists experience a city very differently.

They walk.

They rely on public transport.

They carry luggage.

They don't know the neighbourhood.

What feels convenient to a local driver may not feel convenient to a visitor on foot.

That experience taught me a lesson that extends far beyond property investing.

Many people evaluate an investment based on what they personally like.

They imagine themselves living there.

They picture how nice the renovation will look.

They think about how comfortable the space feels.

But if the property is for your own stay, that's perfectly reasonable.

Buy the home that makes you happy.

However, if you're buying the property as an investment, the questions become very different.

Your future tenant doesn't think like you.

Your future guest doesn't know the neighbourhood like you do.

Your future buyer may value completely different things.

The property is no longer about what you like.

It's about what your customer needs.

Over the years, I've realised this lesson applies to almost every investment.

Before asking,

"Do I like this property?"

Ask yourself,

"Will the people I'm trying to serve like this property?"

Sometimes, those are two very different answers.

Final Thoughts

One lesson I've learnt from travelling is this.

The best investors don't only evaluate properties.

They learn to see the world through their customers' eyes.

Because when you understand how other people think, making better investment decisions often becomes much easier.