In an earlier post, I discussed the importance of knowing your Primary Customer. If you haven’t read it, go back and read that post first. As important as it is to know your Primary Customer, it’s not enough. You must get under their skin to know and feel their pain points.
Here is where we get hung up: we tend to project our organization’s values onto our customer. And not because we are selfish, it’s just faster and easier to do this. It might be time to pause for a few hours, gather your team and make some key discoveries.
- Gather your team and make a long list of what you believe your Primary Customer values.
- Consider their needs, wants and aspirations.
- Consider their life rhythms and relationships.
- Ask “Is that their value or our value?"
- Narrow the long list down to 4-5 and ask...
“If we provide these values to these customers with more frequency and intentionality, would we experience increasing momentum?"
Do you have consensus? If so, get these values in front of your team. Talk about them as often as you can. Filter your plans and initiatives through these values.
@@Your organization will plateau when your vision doesn’t speak to your customer’s values.@@
Lastly, you may be thinking, “Can’t I just ask them what they value?” You could. But I don’t believe people always know what they need or want. They do know what you want to hear though, and they will tend to tell you that instead. Be sure to really pay attention to what they communicate through the life they live.
What does your primary customer value?