Customers don't want your products! 

Insight is the ability to act on the deepest and often unexpressed desires of your customers.  Instead of just helping them do what your product helps them do, think about their higher purpose.  So instead of improving your mousetrap, think about keeping the mice out in the first place.  This is easier said than done because our subconscious habits keep dragging us back to the outputs we deliver rather than the outcomes our customers want.   The sad truth is customers don't want your products, they only care about what it achieves for them.  But by shifting your thinking to focus on outcomes, a whole new set of opportunities appear - like getting a cat.  This innovation technique is really useful as it can help you see how to make the services you offer irresistible to your customers.

Insight is more than just keeping your ears open or winding up customers by joining the queue asking for feedback, it is also about creating the opportunities to hear.  Do you really know who your best customers are and what makes them better than others?  Do you have a good handle on your key business metrics so that your decisions are based on evidence rather than guess work?  Chances are by getting rid of your more troublesome customers you could actually improve profits as well as your mood. Do you know what your customers would love to buy from you if only you sold it. Intelligence used to be the preserve of bigger firms, but even without expensive tools it is not so hard to:

-   analyse and identify the most profitable customers

-   predict the outcome of a marketing campaign

-   learn from customers before the competitors have the chance to adapt and change to their needs

Acting on insights is not about “Thinking outside the Box”, but it absolutely is about taking all of those ideas buzzing around in your head, prioritising them and then working out how to make the right ones happen.  How often have you seen something in your industry news and thought “I had that idea”, but then realised that you did nothing about it.  Ideas are cheap, it is executing them that really adds the value and this calls for spending less time ‘in the business' and more time ‘on the business’ often by:

-   prioritising getting things done 

-   getting some help by recruiting 

-   working with partners

Along with insight, it is also key to understand what kind of "jobs" customers may be performing with you product/services.

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Who are we?

Agileering Ltd is an Innovation and Leadership coach and training provider covering the Thames Valley.  It is registered at Companies House no 8688090

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