What is Customer Ikigai? Understanding the Heart of Customer Engagement

Are you struggling to stand out in the crowded world of marketing on the Internet?

Understanding what truly drives your customers could be the key to transforming your business. As Simon Sinek famously says, it all starts with the ‘Why.’ Why create content? Why pay for an advert on Google search or Facebook? Why pay an influencer to market your product to their audience? Why would someone give you their attention, trust you, buy from you, or even recommend you to friends, family, and strangers on the internet? These are the fundamental questions every business must answer before embarking on any marketing effort. And this is where Customer Ikigai comes in.

In Japan, the concept of Ikigai has always resonated with me. It speaks to one’s reason for being—a beautiful balance where passion, mission, vocation, and profession intersect. Imagine waking up each day with a sense of purpose because you’ve found what you love, what the world needs, what you can be paid for, and what you’re good at. It’s the sort of thing that makes even Monday mornings feel bearable. This profound idea has inspired individuals worldwide to align their personal and professional lives, and it has certainly inspired me. From this powerful foundation, I developed the idea of Customer Ikigai, applying these timeless principles to the ever-evolving world of marketing and customer relationships.

What is Customer Ikigai?

The concept of “Customer Ikigai” is a strategic and deeply introspective framework for businesses and marketers seeking to understand and fulfill their customers’ core needs and motivations. Inspired by the Japanese philosophy of Ikigai, which translates roughly to “a reason for being,” Customer Ikigai helps businesses understand why customers engage, connect, and remain loyal to brands. I created this approach because I wanted to reimagine customer relationships by delving into the layered motivations behind purchasing behavior—much like how Ikigai aligns personal passion, mission, vocation, and profession.

Customer Ikigai is a customer research framework designed for the internet age. Back in the day, companies would have to pay for focus groups of housewives or market research surveys to gather customer opinions—can you imagine the hassle? But with the internet, most people leave behind digital trails you can follow using keyword research tools, Google searches, or simply spending time on websites and social platforms. No more bribes of tea and biscuits! This makes understanding your customers’ needs more accessible, efficient, and data-driven than ever before.

On my journey through both successes and, let’s be honest, a few blunders in online ventures, I realized that finding one’s “why”—or understanding what drives both individual purpose and market appeal—was the key to sustainable success. Customer Ikigai thus became my unique approach for businesses to find their own “why” while deeply connecting with their audience’s desires and expectations.

The Four Pillars of Customer Ikigai

Customer Ikigai comprises four intersecting pillars that reveal what drives customers’ relationships with brands and products. When these elements overlap, they form the foundation for a brand’s engagement strategy. The four pillars of Customer Ikigai are:

1. Problems (What They Need) – This pillar addresses the functional needs and problems customers want solved. By understanding the challenges customers face, businesses can design solutions that meet real, tangible demands. For example, a skincare brand identifying a customer’s need for effective acne treatment is focusing on solving a key problem.
2. Passions (What They Love) – Passions speak to what customers are passionate about, what excites them, and what they find joy in. This emotional element can range from hobbies to personal causes. When a brand aligns with these passions, it creates a deeper, more meaningful connection. For instance, a fitness apparel brand that promotes an active lifestyle is connecting with customers who love sports and physical activity.
3. Places (Where They Hang Out Online) – Places refer to the digital spaces where customers spend their time, connect, and interact as tribes. This could be social media platforms, forums, or niche communities. Knowing where customers “hang out” allows brands to engage with them in the environments they trust and frequent. For example, an e-commerce store selling gaming merchandise might target communities on Reddit or Discord where gaming enthusiasts gather.
4. Perceptions (How They See the World) – Perceptions are about how customers view the world, their values, beliefs, and attitudes. Understanding this helps brands craft messages that resonate with the customer’s worldview. If a customer values sustainability, then a brand’s commitment to eco-friendly practices can be a significant factor in building loyalty.

Finding the Overlaps: The Magic of Customer Ikigai

The true magic of Customer Ikigai lies in the overlap between these four pillars. Picture a good old-fashioned Venn diagram—when all four elements intersect, they create a powerful space for loyalty, retention, and advocacy. Each intersection provides unique insights into brand strategy:

• Problems & Passions (Engagement): When what customers love also addresses a key problem, engagement intensifies. For example, a local bakery that offers gluten-free options for customers who love pastries but struggle with gluten intolerance fulfills both need and passion.
• Problems & Places (Accessibility): Meeting customers where they are is vital for making sure that solutions are readily accessible. If a brand solves a problem and engages customers in their favorite online spaces, the chances of conversion increase.
• Passions & Perceptions (Loyalty): Customers who feel their values are shared by a brand are more likely to remain loyal. A company like Patagonia, which promotes environmental responsibility, attracts customers who are passionate about the environment and perceive the brand as aligned with their worldview.
• All Four (True Customer Ikigai): When all dimensions align, businesses create not just a sale but a true advocate—a customer who sees the brand as an extension of their own identity.

How to Build a Customer Ikigai: Step-by-Step

Building a Customer Ikigai is about systematically understanding your audience and aligning your brand with their motivations. Here’s a practical method to get started:

1. Identify Customer Problems: Use keyword research tools and online forums to understand what problems your target audience is discussing. Pay attention to the questions they ask, and the pain points they express.
2. Explore Customer Passions: Spend time where your audience hangs out. Whether it’s Instagram, Reddit, or specific blogs, understand what they are passionate about. What makes them excited or inspired?
3. Locate Their Digital Hangouts (Places): Identify the online platforms where your audience engages most. Knowing whether they prefer YouTube, TikTok, or niche forums will guide where you should focus your marketing efforts.
4. Understand Their Perceptions: Survey your audience or use social listening tools to get a sense of their values and beliefs. Are they eco-conscious? Do they value convenience over quality? This will help you tailor your message.
5. Map the Overlaps: Create a Venn diagram that maps these four pillars. Look for overlaps and opportunities where your brand can truly connect with customers on multiple levels.
6. Test and Refine: Use A/B testing to validate your findings. See what messages, platforms, and content resonate most with your audience, and refine your strategy accordingly.

For a more streamlined experience, use the Clickonomics Bot—a tool based on my book Clickonomics. The bot can guide you step-by-step in building a Customer Ikigai and even suggest appropriate content to create for each segment of your audience. It’s like having me whisper marketing secrets into your ear, minus the tea breaks.

Connecting Customer Ikigai with Simba’s Five Forces

Customer Ikigai also ties directly into my Five Forces, particularly the bargaining power of internet users. If you know your audience so well that you can meet their needs, align with their passions, be present in their favorite spaces, and resonate with their perceptions, you become an irreplaceable part of their online experience. This level of connection will lead them to leave positive reviews, share your content, advocate for your brand, and become loyal subscribers and buyers. By deeply understanding these forces, you can turn customers into champions, ensuring long-term growth and loyalty.

Real-World Applications of Customer Ikigai

1. Small Business Owner: A local café might use Customer Ikigai to connect with the community by aligning with what customers love (a cozy atmosphere), need (quality coffee), and value (sustainably sourced beans). By aligning these aspects, they create a loyal customer base that values their unique identity, justifying slightly higher prices while building a local following.

2. E-commerce Store Owner: For an online clothing store, Customer Ikigai can drive product choices and messaging. By focusing on customers who value sustainable fashion (perceptions) and offering affordable, stylish options (what they need and love), the store can appeal to ethically-minded shoppers willing to pay a premium for such alignment.

3. Large Business or Corporation: For a large company like Tesla, Customer Ikigai can be seen in how they address the problem of sustainable transport, tap into the passion for innovation, communicate through platforms like Twitter where tech enthusiasts gather, and align with customers’ perception of a future-driven, eco-conscious world. Tesla’s success hinges on the intersection of all these elements.

Why Customer Ikigai Matters

Customer Ikigai helps businesses transcend transactional relationships by creating a holistic alignment with their customers’ lives. By moving from merely solving a problem to inspiring emotional engagement, brands can turn customers into loyal advocates. This strategic approach has become essential in an era where consumers demand transparency, social responsibility, and authenticity from the brands they choose to support.

My journey in the digital space, documented in Clickonomics, serves as a testament to the importance of finding one’s purpose—both as an individual and as a brand. By applying Customer Ikigai, businesses not only find their own “why” but also share that journey with their customers, creating a foundation for genuine connections and enduring loyalty.