Loyalty to the job
“We have learned that people aren’t loyal to companies or brands. They are loyal to getting a job done better (faster, more predictably, and with higher output/throughput) and/or more cheaply.”[Tenet 08] Tony Ulwick With this, you gotta know that loyalty is not real —when talking on brands. Louis Grenier makes a strong case —and his POV on this brought me ot think that Yeah, there’s no loyalty to the brand. Under Ulwick’s POV, it’s loyalty to the JTBD in an efficient or effective way; despite…
Behind the math
If you see a bit further than underpromising, overdelivering, overservicing, you’ll find that most of it is linked with one question: “Will they accept my proposal?” When people don’t understand what they’re getting, the only thing they’ll get back to (and do understand) is price. So your default to answer this questions revolves around, yup: price. In this context, it’s (hopefully) a set price (and not an estimate/rate) and about how (if) delight could happen —only after the acceptance of…
Looking under the hood
Under promising, over delivering, over servicing are not really the problems. They’re symptoms. And they have a few drivers: Cost-based PriceAt the center of the decision-making. Will the price be attractive enough to justify what I offer? FearAt the core of making the offering. Will it be good enough so my proposal doesn’t get rejected (or worse: ghosted)? WorthAt the core of linking the offering to you. Is it a reflection of my worth? Self-worthAt the center of your offering building. If…
After giving your ideas away —for free.
Pre-S: First off, you’re way ahead. I cherish you for this. 🙂 Replies to yesterday’s email were around “that’s the only way to get ahead”. But that’s not the regular response in several industries. There’s a lot of angst around that very question: What if you give your ideas away? Here’s what might happen. Your clients will know how you do the work. Your clients will see how easy it is for you to solve a specific problem Your competitors will build on your ideas. Your approaches will be…
Overdelivering 2/3
Overdelivering in the shape of attending an overserved market hurts you. You provide nice-to-haves. Moving one extra pixel that only you notice. Writing one more line of beautiful code, that only you care for. Here’s the thing If they’re nice-to-haves odds are, they’ll be mostly ornaments without a relevant job. It’ll increase your workload while adding either more complexity to your customer or adding nice features they don’t actually care about. You don’t need to prove anything. All you…
Giving your ideas away
What if —instead of overservicing and overdelivering— you’d give your ideas for free? What if you open your methodologies? Your approaches? The way you see a particular problem and how you’d fix it? What would your answer to that be? 🙂
Over-delivering 1/3
Overservicing hurts you. Because the extra things you do are out of scope creating marginal value (doesn’t really have an impact) taking resources off of you Here’s the thing It might look like you’re delighting your customers. Truth is, you might be bringing nice-to-haves, without a real impact on your profit side, or on their impact side. You can delight, by keeping your promise. Always.
You truly over-delivered
“After purchasing your product, I can say you truly over-delivered.” Client If you hear “you over-delivered “… You might want to revise your price, your promise or your product. Maybe all of them. Truth is, you might be over servicing. Attending an overserved market. Or underpriced.
Being open and honest.
While underpromising and overdelivering might seem like a good tactic to delight your customers because you want to have some buffer, don’t. There’s another way. You can be open and honest —that’s the core of business, right? Being honest with your customers— and say you don’t know exactly how long or how much exactly it’ll take. That you’ll put in some buffer, just in case. Sure, you can give an estimate of the time, or even a timeline. Just please don’t lie. Friend-of-the-list Jonathan…
Aggressive. Interrupting. Annoying.
You get bombed by the same kind of ads from this one company. So much so that you see them here, there and everywhere. Aggressive. Interrupting. Annoying. Have you ever bumped into this kind of campaigns? When talking with a friend about workshops and was asked about a well-known guy, here was my reaction: “I fucking hate this guy” This guttural, from the deep-core-in-my-body reaction came out so quickly I didn’t even had time to react and think of the next things. The reason behind it? The…
