"Customers are experts in pain. They are not experts in solutions. That's our job." In other words, don't ask your customers what they want, ask them what's hurting them. That's my key takeaway from today's Unicorny episode starring the world's expert in B2B tech positioning, April Dunford. The episode really is worth the time it takes to listen, April is extraordinarily eloquent and easy to listen to... and I don't get in the way too much! If you'd rather see the full video, let me know in the comments below and I'll post it to YouTube. You can find the #UnicornyPodcast on all good podcast platforms.
Garry Veale
4mo
Common sense writ large! It’s intriguing how many organisations & leaders get this wrong - again & again. If you a CRO or start-up (in particular) and want to win/succeed - you need to get this right! Step number one get open access & ongoing coaching from your ICP/target customer. If you are a cyber-security start-up &/or CEO/CRO with serious aspiration’s - please DM me to discuss how you can make this happen…stop banging your head against the wall with the rest of the market - secure a relevant CISO mentor ASAP.
the link to todays postcast ➡️ https://pod.fo/e/2496f9
Adam J. B.
4mo
It’s honestly such an important note…why are you asking customers what service they require/solution they are looking for? (It does happen, too often…) Ask them their goals, their pain points…the recommend and deliver (if that’s your bag) the solution. What else are they paying you for?! The example questions here are golden!
Shane Redding
4mo
Michelle Wells exactly what we were talking about at lunch!
Gerry Hopkinson
4mo
So true and beautifully articulated! Listening is the key unlocking opportunity but it is always best to get an unbiased, professional research team to design, conduct and de-brief research to ensure you hear what you need to hear not what you hope to hear.
Helen Kensett
4mo
she's cracking
Thank you Dom Hawes. And part of the pain is corporations in their efficeincy drive have passed on more of the ‘heavy lifting’ to their clients.
Courtney Ellul
4mo
Very true, very profound
Sophy Norris
4mo
Love that - and so true :)
Account Director at LAW Creative
4moThis is so true. I remember Joseph Hankin employing a doctor/patient metaphor which has stuck with me. Symptoms -> diagnosis -> prescription Sometimes clients will come with a prescription i.e. I need a Google ads campaign. I find it extremely helpful to go back a step to the diagnosis: what's the problem we're trying to solve? And – subject to your client relationship – are we sure we have the right diagnosis? Tell us the symptoms.