Who Do You Want Your Customers To Become?

What do they want & what do they need?

While working with business owners I’ve thought a lot about the idea's in Michael Schrage’s 2012 book, “Who Do You Want Your Customers to Become?” It’s a relevant and even hopeful mindset today.

We are often keenly aware of the above the line expected solution, deliverable, or experience. This is the destination of the buyer’s journey.

For my clients, a happy collaborative ending often looks like a purposeful brand, a clear marketing message, and business offerings that meet the buyer’s needs.

We get to this goal by refining their content strategy for an ideal audience. This involves selecting, producing, and editing images that align with this strategy; developing audience centric language; shaping their brand identity; gaining honest clarity around their audience identity; and honing in on a marketplace position.

To achieve this, my clients need to become remote collaborators and understand the long term value of services they don’t buy everyday. Working virtually is often a new way of doing things for them. This is why an emphatic onboarding approach that guides the process is essential. Remote collaboration quickly becomes an effective and efficient part my brand’s experience that makes work happen in the orderly, predictable, and fun way clients need.

Every service and product seeks to offer a transformative solution to a client or customer’s problem. Today, coronavirus is massively disrupting all sorts of things. People and businesses need to quickly evaluate how their process and mindset is aligning with their market’s changing needs.

By thinking of your client’s future state, their needs and abilities that move them there, you can change a transactional buyer’s paradigm to one where you are an agent of their positive evolution.