A Mile In Your Customer’s Shoes

Have you ever received a followup call from a doctor asking how you were feeling? I haven’t.

But what if that happened?

What if you tweaked some part of your customer’s path that allowed you stand out from similar businesses? What if it delivered unexpected delight?

Who or what could you emulate that has already nailed one of those steps? And could that become part of your brand?

It’s common for large companies, such as an airline or FedEx, to devote resources to mapping customer journeys or creating customer profiles. But what about enterprises that lack the resources or don’t know that considering a customer path is important in the first place? Or that there even is a path? Read more

What’s Your Best Offer?

highest grade

Is “on time and within budget” the first few lines of your marketing message?

If you had to remove those words, what would your story be?

Everyone worries about spending money, even those with deep pockets. And if someone hires you they hope you’ll finish on time. Both are universal concerns.

They’re also the least a customer can expect. A built-in feature. And when you’re not the cause of a ballooning budget or a blown schedule, your best offering is now shot.

Even if you’re serving the fast and cheap crowd, you still need to stand out among all the other businesses using the same line. Read more

When Naming Does Come Easy

I am yoga

Company naming is no easy task, unless, of course, it falls from the sky and lands at your feet.

Most often, it involves pouring over the company’s how, why, what, who, where. It involves word collecting, list making, searching, listening, vetting and playing.

Does it sound good? Will people like to say it? Not always possible but it doesn’t hurt to start with high standards. I created a brand identity for a climate initiative with a seven-word name. Try to say the name and you stop after the first few words, hoping the person knows what you’re referring to. The acronym is its own tongue twister. Did the committee that selected the name say it a few times aloud?

Is the name easy to remember?

Does it look good when written out?

Will it have longevity? Does it need to? Read more

A Whole-Self Work Life

Body of Work: buy the book!

”In the old world of work, we described specific career paths, such as doctor, lawyer, entrepreneur, or writer. In today’s world of work, due to either personal choice or circumstances outside your control, there is a great chance that you will change your work mode at least once in your career. More likely multiple times.“

Pamela Slim, Body of Work

That means cultivating the ability to adapt. But more than adapt, we can go a step further and find overlooked treasures in our personal and work history to weave a whole new narrative.

In Pamela Slim’s new book, Body of Work: Finding the Thread That Ties Your Story Together, you are likely to locate yourself on its thoughtful question-filled pages. Award-winning author, business coach and speaker, Pam has touched a nerve at at time when people are eager to use all of themselves in their work. Read more

Good Business? Good Question.

Before finding solutions, there's identifying the problems. But how do you know what the problem is unless you ask the right questions? Why thoughtful inquiry is good for any business endeavor.

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Walking In Their Footsteps: A Customer Journey Exercise

footsteps

Have you ever received a followup call from a doctor asking how you were feeling? I haven’t.

But what if that happened?

What if you tweaked some part of your customer’s path that allowed you stand out from similar businesses? What if it delivered unexpected delight?

Who or what could you emulate that has already nailed one of those steps? And could that become part of your brand? Read more