IT IS THE OPINION OF YOUR CONSUMER THAT MATTERS MOST.

This is a realization many company leaders are slow to accept.
For leaders faced with the challenge of transforming their organization’s culture, it prompts the question, are you an operations-driven or market-driven leader? In other words, are you the type of leader whose focus is on the here and now, or are you thinking about the requirements to create a lasting and sustainable competitive advantage?

To learn more about the benefits of a consumer/customer centered approach toward business, read below.

When you consider the evolution of most businesses we shouldn’t be surprised that with many are focused internally, on the here and now. Consider the theoretical model below:

• The owner creates a product/service targeting a small geography. 
• Due to close relationships and increased demand, the business grows. 
• To increase capacity they focus on operations. 
• To serve a larger audience they create and/or expand their sales force.
• To manage a more complex business they improve their focus on accounting/finance.
• As the company geographically expands they face deep pocketed, well entrenched competitors defending and expanding market share. In response, the company staffs up marketing.
• As the business matures, to support fast paced innovation and margin improvement initiatives, consumer insights becomes essential.

Mature businesses and advanced leaders understand the importance of their being best to meet the likes, dislikes, needs, wants, and frustrations, of their consumers. They seek to become intimately familiar with their consumers’ attitude and beliefs, habits and practices.

Those businesses who leverage consumers insights to guide strategy are typically perceived as category innovators, market leaders, and rewarded with above average industry growth and earnings. ​​

Those who remain internally focused, have either been misguided or are arrogant. They are more likely to be perceived as category followers, experience market share losses, and report below average industry growth and earnings. ​​

For those who struggle to accept the benefits and value of consumer insights, let me suggest that you take the first step. Conduct three part focus groups or on-line survey with moderate-to-heavy category users:

Part 1   Ask open ended questions to learn their true feelings and attitudes about your type of product or service.
Part 2  Ask specific questions about how well your company/brand delivers against the promises you make.
Part 3   Ask how well your brand performs against your major competition.

​The result of your well managed research is that you will gain invaluable insights as to what customers/consumers think about your product/industry, your company/brand, and how well you perform against your major competition. With these learnings, you can more confidently leverage your strength and take action where you fall short. 

In the game of business, those who best earn the trust, win the hearts and minds of their audience, prevail. 
How well connected are you with your customer?

The same type of discovery to improve your understanding about employee satisfaction should be regularly conducted. 

If you're in need of help to develop your consumer insights strategy to improve your company/brand acceptance, drop me a note or call for your initial FREE consultation. ​​

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