If you are like most organizations who have been around more than a minute, I can guess you are speaking at customers.
How dare I say that? Well, it's based on a few reasons, starting with the fact the way business writing has been taught in schools. It's also the way marketing has been conducted for several generations. Last, but not least, sales mentality has been stuck on Maslow's hierarchy of needs for far too long.
Basically the boiled down approach has been:
We, X organization, have "Y solution". It's like no other (our distinguisher)... And, here's why you need it. In fact, we (X organization) are credible -- just look at our ads! Oh, and who is our leadership, on our board, what celebrity likes us! Look at the places we appear. We are where it's at. Your life will be better with "Y"... Trust us. Oh, and our foundation helps (fill in) so give a few more dollars while you're at it.
Today, there's a new way of operating, marketing and leading. This HBR article, "The 30 Elements of Consumer Value" (2016) is still worth a read to help consider how to start thinking differently and the psychology behind consumer decision-making.
As a result of technology connecting consumers together in ways public opinion rules the day, the approach is now more like:
We're listening to you first and foremost (not talking). When we do speak, we're responding to your (our customer) concerns and improving, building accordingly. Of course we initiate conversation too, but on subjects you say matter and of course relate back to our business in so much to better support your life. We also constantly look for ways to get your opinions on what you want more or less of. No, we don't toot our own horn -- you do that for us because you are providing authentic feedback all the time. And because we are listening, capturing and pivoting accordingly, it's generally positive. It's called relationship marketing and at center of our decision-making is you. When there is an error, our track record of fixing things promptly instills trust as does our willingness to let go of legacy offerings if they no longer fit the bill. Oh, and because we understand every organization has a responsibility to "lean in," we have built in doing good into our value prop so you can feel even better about our relationship and your money spent.
Imagine approaching your daily tasks -- be they administrative, in product development, operations or communications -- using the second mindset. How might your work be impacted by this shift?
This is the Gokotta Group's blog.
It is the place for us to make note of changing times, new ways of thinking, and provide examples of how greater impact is being created. It's also a spot we can focus on people. And, occasionally, showcase the type of projects the Gokotta team supports (see "Case Studies" below).