why do customers buy?

There is a big problem out there as customers know how to use products better than manufacturers or suppliers.

Now that everyone is ‘cutting costs’ aka PEOPLE, manufacturers or suppliers know even less about why customers buy and how and when they would apply their products.

This is an amazing opportunity and why Scenario2 exists.

Cheers,

Nick www.scenario2.com

Persona Expertise

Scenario2 was created to illustrate the value of multiple perspectives and this post will explore the practical value of shifting from a Persona Marketing perspective to a Persona Expertise perspective.

Persona marketing is about aligning a value proposition linked to a service or product to the value desired or required by buyers, either today or in the future.  We use Persona masks to illuminate and even anticipate Buyer behaviour and ensure that we meet our strategic objectives of service or profit or other.

When we shift perspectives from a value proposition, product or service to expertise, a Persona helps us accomplish some very valuable objectives including supporting Innovation and adapting to a hostile commercial environment rife with Mergers, Acquisitions and drastic business change.

I posted this at http://neuropersona.wordpress.com and it highlights how the Persona construct can be used many ways in addition to simply persona marketing.  Expertise is a brilliant opportunity for those who need tools and techniques to adapt and thrive in challenging times–here is the post.

http://neuropersona.wordpress.com/persona-marketing-innovation-and-stories/

Persona Marketing, Innovation and Stories

This place should be used to exchange Persona ideas and think about how to best serve customers so that we are all more successful in our business day. The ideas can be simple or complex and links to your website or other sources are welcome.

The first idea here is Persona or a mask that people can wear or remove. The mask is made up of stories and processes to provide a unique perspective to those who wear it.

Marketers are served by using a Persona perspective as it helps them remember that people change quickly and for their own reasons. Different people can also act the same way regardless of which marketing label attached to them.

The second idea is that success with customers requires a product or service to be matched to what they want or need today, not what we believe they bought yesterday. Combine this with a Persona and we have started to create measures and perspectives that will help us succeed.

The third idea is the Story Lens which is described on my Scenario2 website.

Stories are the core of who we are and what we will accomplish–Tell a Story twice and it is a Process, tell it again and Software is written to accelerate processes, tell it again and Brand Value is created and tell it again and a measure is created.

The fourth idea is the concept of Creativity being the core of Innovation and that Innovation only happens when Creativity is supported by Processes. If a company cannot support Creativity with old or new processes Innovation doesn’t happen regardless of how many brilliant ideas you document. Creativity is simple and implies that something is created, not just more ink on paper.

Now let’s put all four ideas together and look at them from a business perspective and consider this question.

How do we Innovate in an environment where we have severe business stress, mergers acquisitions and most companies are cautious or worse?

Let’s start with Creativity and think about it in a way that applies to other business change as once we know where we are and understand where we want to go then why we decided to change doesn’t matter anymore. We just do it!

Creativity requires the support of processes to manifest value from ideas and it is easier if we understand the skills of the people we work with everyday. My suggestion is to think about what people can do and when I do it formally with an inventory I call it a PEP or Persona Expertise Program where I substitute expertise for product when I describe how I think about Persona.

Persona Expertise Programs or PEPs can be used to inventory the expertise elements across a company and its value chain to understand what is available to manifest innovation value from creativity.

Think of a Persona Expert as an ideal combination of process expertise needed to manifest value from creative inputs. We employ the concept of a Persona Expert to identify where the expertise needed to perform the new processes resides.

Once we know the combination of experts needed to transfer expertise identified with the Persona we might help the client with setting up processes to transfer that expertise to the people tasked with the new processes–EAT. Expertise Acquisition & Transfer.

Cheers,

Nick

 

What marketers don’t want you to know about Persona Behaviour!

Marketing is an interesting profession, a mixture of art and science like any other, full of different ideas.

One of the core ideas of marketing, the concept of market segmentation, is also the most dangerous.  Marketers don’t want you to know that segmentation does not matter, behaviours matter.  The simple story of two newlywed couples illustrates this clearly.  The first couple in their early thirties get married, buy a condo, fridge and stove.  Another couple, both recently divorced, get married, buy a condo, fridge and stove.

Conventional market segmentation would have missed one couple, and depending on the market where they bought their condo, probably both.

Observing Persona Behaviour and simply giving the couples a chance to declare their intention directly or indirectly and allows you to serve both.

Do you have any stories about Marketing Myths?

Shape your Future!

The future is the intersection of people and stories and we can wait to see what the future brings or shape it ourselves!

 

 We create our future and how we influence our future by understanding stories interests me personally.  Scenario2 offers a commercial prospective on tools and techniques that link numbers and stories to inform and help us shape our future including a unique look at Personae Behaviour .

“I WANT IT!” are three simple words that drive markets and understanding them helps us understand “WHY WE BUY”.

When it comes to buying and selling, we follow the money and multiple buyer perspectives including computer buyers, music buyers, current or potential suppliers or potential investors.  Apple is a brilliant example of ‘follow the money’ for success. 

 A change in a story related to Apple and one or more of the “I WANT IT!” perspectives would impact the way the Story Lens is perceived. If a new laptop with enhanced capabilities be introduced with a press release or story then current or new Apple customers think about how it affects them. Does the new product make it easier? Could they buy more powerful software? Will I look silly because I bought the old model yesterday? Will the talk about the Apple brand differently or will they look at their old Apple product differently?

Point the Story Lens at Apple to see the impact of new stories.

If Apple buys new Enterprise software that costs millions of dollars there would be an impact across Apple’s Story Lens. New software causes internal processes to change and impacts customers directly as would happen if a new shopping basket was added on the Apple web site and possibly require customers to pause and learn another way to buy. The software purchase requires new ways to measure productivity to ensure its effective use and value to Apple, Apple customers shareholders and eventually the Apple Brand and stock values.

 If we need to work with stories at a deeper level consider how storytellers evolve from hearing a story, repeating a story, changing a story, crafting a story to living a story.

 Stories create value, good or bad, that can be attached to products, processes, people, places and time.

Stories are my currency.

Cheers,

Nick

Who creates your future?