The 1960s was a time of unparalleled change. Social, political and economic challenges disrupted the status-quo. Music was plenty and the world experienced its first ever 24-hour petrol station. The ethos was transforming lives and inspiring change.
Almost 60 years later, brands still conduct many things on the same level they did back then. Stacking it high and shouting ‘sell sell sell’ appears to be still in fashion. However, what if we told you there is a better way to connect with your audience? That this way of coexisting improves your relevancy and gains their trust. That you have the power to improve your customers’ lives? We know we’ve got your attention, so let’s proceed.
A brief history of change
As a race, humans have come a long way in the last 10,000 years. Time and time again we’ve changed things in our word to meet our needs. All forms of life on Earth adapt to their situations and we call this evolution. Animals only ever produce incremental advances within the limits of their abilities. Whereas when we complete the same tasks, we produce monumental results. Birds migrate use their own energy and bodies to do so. When we do the same thing, we travel via aeroplane.
The difference is that we desire to change. We wanted overnight access to fuelling our cars and now we have 24-hour petrol stations. We want to buy things over the weekend and now we’re open 7 days a week. We want to buy things on the go and now we can in the palm of our hands. None of these things
The difference between the what and the why
What you sell and what customers buy are two very different things. In our example above, customers weren’t buying fuel to feed their cars—not even monster trucks. They were buying freedom to travel wherever, whenever they want. This distinction is massive. You add value to customers by understanding the emotional forces that shape their motivations. From this, you then understand not what you sell, but why they buy.
Brands that are relevant are intrinsic to thinking and acting differently. They do this by watching the markets and think about what their customers will want tomorrow. They partner with influencers within the category. They’re explicit when gathering feedback and deliver on what they found.
Practical structure to improving customer lives
Outcome – what will your intended outcome make better for your audience?
Structure – what are the required components for the intended outcome and how do they connect?
Interaction – what sequence of behaviours do you want displayed to achieve the outcome?
Design – what does this look like and how does it bring everything together?
This is how you create loyal fans for years to come. How you gain their trust, respect and exceed their expectations.