If you run a small business, your head is probably spinning. You’re thinking about Instagram ads, email lists, website traffic, and the latest app that promises to “revolutionize” your workflow. You spend your days talking to other business owners online. You listen to podcasts hosted by millionaires. You read articles about people who got rich by automating everything.
It’s easy to get lost in that world. It’s a bubble. And inside that bubble, you can start to believe that everyone is like that. You might think everyone orders their groceries on an app, buys $200 sneakers online, or wants the newest, flashiest tech gadget.
But that’s not real America.
There’s a simple, powerful, and completely free exercise I want you to try. It might sound strange, but it works. I want you to go walk around your local Walmart at least once every six months.
Don’t go just to shop. Go to watch. Go to learn. This is where you will find the heart of the American customer. This is where you can find a $300 million business lesson for the price of a cart.
Why Your Business Bubble is Dangerous
Being an entrepreneur is exciting. You are building something from nothing. You are trying new things. You are part of a special group of people who took a risk.
But this can create a big problem. You start to see the world only through your own eyes. You assume your customers have the same problems, the same knowledge, and the same lifestyle as you.
Here’s the truth: they probably don’t.
You might be tired of cooking and order DoorDash four times a week. But most of America is making a grocery budget and looking for coupons.
You might be reading about Artificial Intelligence and how it will change everything. But many people are just trying to figure out how to attach a file to an email.
You might be looking for the fastest, most automated solution. But most people are looking for the simplest, most affordable solution.
If you design your products, your marketing, and your prices for people inside your bubble, you will miss almost everyone else. And “everyone else” is a huge market.
Why Walmart? The American Crossroads
You might be thinking, “Why not Target? Or the mall? Or my local grocery store?”
Walmart is special. It is the single biggest retailer in the country. It is not fancy. It is not for a single income level. It is a true crossroads of America.
On any given day, you will see:
Young parents trying to keep their kids happy while sticking to a tight budget.
Senior citizens slowly walking the aisles, comparing prices on every item.
Construction workers buying socks and energy drinks.
College students buying the cheapest noodles they can find.
Families loading up a cart for two weeks of meals.
This is a snapshot of your real market. These are the people you are trying to reach with your business. They are not on Twitter arguing about the best marketing strategy. They are living their lives, and they have real problems that need solving.
Your Mission: Be a Detective, Not a Shopper
When you go to Walmart, you’re not there to buy anything. You are a detective on a mission. You are there to observe and learn. Leave your phone in your pocket. Don’t rush. Just walk and watch.
Here’s what you should pay attention to:
1. Look at the People. Really Look.
This is the most important part. Look at what people are wearing. Look at what’s in their carts. Are they buying name-brand cereal or the Great Value brand? Are they looking at the price tag on a $10 shirt? Watch how they interact with each other. Listen to their conversations. You’ll hear about their daily struggles, what their kids need, and what they’re worried about.
This reminds you that your customers are real people with real budgets. They are not just a “target audience” on a screen. They are making decisions based on money, time, and stress.
2. See What Products Are Selling.
Walk through every section. Don’t just go to the electronics aisle. Go to the craft section. Go to automotive. Go to the pet food aisle.
What items are placed at the end of the aisles? These are the products Walmart is trying hardest to sell.
What does the “Great Value” (Walmart’s brand) section look like? Is it huge? That’s because people are buying it. They want value.
What are the most common items in people’s carts? Toilet paper, bread, milk, bananas. The basics.
This shows you what people actually need and buy regularly, not just what is cool and new.
3. Listen to the Language.
How do people talk? How do the employees talk? How does Walmart itself talk to customers?
Read the signs in the store. They are simple and direct. “Low Prices.” “Everyday Value.” “Rollback.” The language is not fancy or clever. It is clear and it speaks to a basic desire: save money.
This is a lesson for your own business. Are you using complicated, buzzword-filled language that only people in your bubble understand? Or are you speaking clearly and directly to the core needs of your customer?
How to Use Your Walmart Trip in Your Business
Okay, so you’ve spent an hour walking around. You’ve seen real America. Now what? How does this help your business? Here are a few ways to use this experience.
1. Simplify Your Message.
After seeing the clear, value-driven signs in Walmart, look at your own website and ads. Is your message simple? Can a tired parent understand what you offer in three seconds? Do you clearly say how you solve a problem or save them money?
If your message is full of words like “leveraging synergies” or “disrupting the paradigm,” you’ve lost them. Speak like you’re talking to someone in the Walmart aisle. Be clear.
Example: Instead of “We optimize digital fulfillment for household consumables,” say “We get your groceries to you fast.”
2. Rethink Your Pricing.
Seeing people carefully compare prices is a powerful lesson. It reminds you that every dollar counts.
Do your prices make sense for the real world? Are you offering a payment plan? Can you create a lower-priced, simpler option? Does your pricing show that you understand your customer’s budget?
You don’t always have to be the cheapest. But you must provide clear, obvious value for the price you charge.
3. Solve Real Problems.
The people at Walmart aren’t looking for a “game-changing blockchain solution.” They are looking for a stain remover that works, a lunchbox their kid won’t lose, and a cheap phone plan.
What problem does your business solve? Is it a real problem for everyday people? Or is it a problem only people in the business bubble have?
Keep your product or service focused on solving a simple, painful problem.
4. Improve Your Customer Service.
Watch how Walmart employees help people (or don’t). It will give you ideas. The best businesses treat their customers like people, not like numbers.
Are you easy to reach? Are you patient with people who don’t understand your industry? Are you kind? People remember kindness. They remember feeling helped. That loyalty is worth more than any fancy ad.
A Story of Keeping It Simple
There’s a famous story about the founder of Walmart, Sam Walton. He was one of the richest people in the world. But he still drove his old pickup truck. He visited his stores constantly. He talked to employees and customers. He never lost touch with who was buying his products.
He didn’t get stuck in a billionaire bubble. He stayed grounded. He walked the aisles of his own stores. He knew that his success depended on understanding the person buying toothpaste and dog food.
You need to be the Sam Walton of your own business. Stay connected to your customers.
Your Assignment: Go to Walmart
Sometime in the next two weeks, I want you to do this. Block out an hour on your calendar. Drive to your local Walmart.
Tell your family you’re doing “market research.” They might laugh, but you’ll know the truth.
Walk in without a list. Leave your wallet in the car if you have to, so you’re not tempted to shop. Just wander.
Go to the shoe section and see who’s there.
Stand near the self-checkout and watch the mix of frustration and triumph as people use it.
Smile at the employee stocking shelves.
Listen to the beep of the scanners and the sound of carts rolling.
Soak it all in. Remember what real life looks like. Remember who you’re working for.
Then, go back to your business. Look at your website, your products, and your prices with new eyes. Ask yourself: “Would this make sense to someone I saw at Walmart? Does it solve a real problem for them? Is it simple and clear?”
If the answer is yes, you’re on the right track. If the answer is no, you’ve just found a way to make your business better. And it didn’t cost you a thing.
That’s the power of staying grounded. That’s the Walmart advantage.
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Hi, I’m Heather.
Let me help you scale your Utah $1M+ biz to $20M+
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- Built & sold Queen of Wraps (yep, that’s my face on the side of I-15)
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- Zero Ivy MBA (just pioneer grit + market-tested tactics)
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