The purpose of businessâcreating a customerâand your customersâat a human levelâaren't changing.Â
But for many businesses, it's time to make a change toward having a deep understanding of their true purpose and their customers.
The reason our stories, messaging and marketing fall flat is that the people we want to serve are not motivated by our need to be seen, to be heard or to close a sale. Peopleâyour audience, customers and clientsâare motivated by their need to be seen, heard and understood. Bernadette Jiwa, The Right StoryDespite the amount of money companies spend on customer insights, most companies donât value true insights. Insights should tell you something new; they should change the way you think. Yet, most companies reward predictable results instead of game changers.[1. Gary Klein, Seeing What Others Donât, 2007.] On average, companies value âinsightsâ that confirm what theyâre already doing. At best, they want âinsightsâ that only slightly modify what theyâre already doing. But, are these insights really insightful?
Your greatest asset is your relationship with your customers. If you erode it, youâll play a Sisyphean game of trying to gain sales from new buyers faster than your customers leave you.