Every once in a great while you hear a question that changes how you look at things, how you approach strategy, design, marketing, innovation, and maybe even your own life. Here’s one that’s rocking my thinking:
“Who do you want your customers* to become?”
In his book of the same name, MIT’s Michael Schrage says, “Successful innovators don’t just ask customers and clients to do something different, they ask them to become something different.”
Because customers are always changing, strategy shouldn’t focus on existing customers but on who tomorrow’s customers will — and should — be, and then designing our offers to help the customer become that person. To realize new attitudes, behaviors, values, and habits.
- Facebook asks users to become more open about sharing their personal information.
- Disney helps little girls become princesses. Amazon has asked people to become different kinds of shoppers.
- Google has asked us to become impatient searchers who demand speed. Social business is asking us to share and tap into our collective intelligence.
- My Rebels at Work movement is asking people to stand up and lead change within organizations.
- Uber is asking us to demand lower costs and easier booking for chauffeured transportation.
- The Khan Academy is asking us to rethink teachers as tutors and coaches.
- Bobbi Brown is asking us to keep our make-up simple and easy.
- FedEx is asking small businesses to consider the world their market, not just their local countries.
Once you articulate The Ask, you can more clearly see what you need to do to help your customers become someone different. This becomes the strategy discussion.
Schrage notes that few company vision statements address the customer. Most are about the company and provide little direction on how to add value to the customer. “A customer vision statement, explicitly identifies the qualities and attributes the organization aspires to create in its customers.”
* Note that you could insert client, boss, donor, citizens, association members and other types of customers into this question. How do you want to transform that group of people? How will they benefit? Do the benefits offset what they’ll need to do to transform?
Schrage’s short and provocative ebook is available on Amazon for $3.03. It’s a must-read, and its question is a must-ask.