So, to recap, in summary, for the sake of clarity, because it’s a little hard to get your head around, you buy this product without being able to personally discern its stated core benefit on the promise that other people will.
That is some marketing there.
This is audacious.
Sign up to the Terra Carta and work to create a sustainable private sector. We really are in this together. All of us. Everything on the planet.
Customers don’t see functions. They have no idea which group of people within an organisation have done what when they come into contact with you. Finance? Nah. Marketing? Nope. Operations? Nada. They don’t exist from the most important perspective in any business, from the perspective of the customer. So why do these false divisions matter so much to those inside an organisation and is it helpful to think like that?
I’ve written before about the importance of understanding your customer and the fact that a startling number of people run businesses and organisations without taking the time to do so. The reality is that humans in general often prefer to focus on the broadcasting side of communication rather than the listening side. We could share this time considering the woes human kind suffers as as result but lets focus on the positive instead. Invest time in understanding those you seek to serve and you will, if it is the first time you have tried it, find yourself suffused with confidence when making choices, illuminated by the light of understanding when working out what to do next and enriched by the results of your new found appreciation. Honestly questions that you’ve pondered (and guessed at before) will almost answer themselves.
Too much to fit into an excerpt. Suffice to say that this is raw. A shrouded but raw look at brand and trying to say something without saying it.
