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Simplicity
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It's not about what YOU think/see/feel is simple. It's about what your customers think/see/feel is simple for them (or not). They don't know the ins and outs. They don't know better. They do know better, though, their day-to-day. They're experts at that. A "simple" system for them might not be something that's simple for you. Take "my old tax booking system is simple"... until they know how simple other things can be. Because simplicity —or complexity— has not everything to do with the use, but with their transaction and emotional costs. With how much effort they might need to put on, instead of going with the flow of the known. Next time you hear "I want something simple", ask what they mean by simple. You'll be surprised. And they'll make the sale for you. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
One way that makes the process of articulating what's different about you simpler (not less painful, though) is through your insight. April Dunford defines insight as "the thing we understand about the market that the others do not." It starts with what you see in the market that doesn't make sense, that makes you cringe, that pisses you off. And the way you approach it that's in another direction from what everybody else does. It's your understanding. That's what makes you different.
They're all a by-product. You don't look for them as the main focus, they are the result of what you do in service to your customers.
A common pattern that I see in people who are new in leading positions is they try to maximize the results. What's that even mean? That in order to get the best results, you have to seize the right time. At uni, it might work. In real-life... not so much. Because it's about waiting. Waiting for the right time. Time that might never come (as perfect as expected). In business, the right time is not too early, nor too late. The right time is when you make a decision. A decision that might be...