What jobs are customers trying to get done? What frustrates them about current solutions in the market? What delights them when getting the job done? Listening, observing and asking curious questions will help you get closer to the answer. And by truly understanding customers, we will be able to uncover unmet needs and build actionable insights about distinct customer segments.
While understanding customer needs builds a strong foundation for generating better strategic options, putting customers first should be a pervasive mindset across all phases of strategy design. Staged in the right manner, involving customers in co-creating options will pay off. Unleash creativity with the customer in a systematic manner. And when options have been designed and fast prototypes have been crafted, it is time to get out of the office to get feedback. It is unlikely that a strategic option will survive the first contact with a customer. That is why you must make sure to design the strategy process in a way so that customer feedback is captured, leveraged and integrated systematically in the choice-making process.
Conventional strategy work puts a premium on analysis of big data. But if you challenge conventions and design strategy based on thick data about customer needs, you will improve your ability to make great strategic choices.
Dogma perspectives
Top management thinker Clayton Christensen expertly advises on the value of gaining empathy for customers in this video about milkshakes: