I’ve been absorbed in product literature of recent, one thing that stuck out to me was this Drucker quote:
“The customer rarely buys what the company thinks it sells him. One reason for this is, of course, that nobody pays for a ‘product.’ What is paid for is satisfaction.” Companies think they are selling products and services, but in reality people hire those products and services to get jobs done in their lives. via FastCodeDesign
Products and services slot into these jobs, if you can:
1) Capture people naturally as they complete the wider jobs you assist with
2) Acknowledge & inform the steps before/after
3) Ensure successful & seamless completion of that job.
You become an essential tool.
This is something early on, we realised at Y&S, in those days people didn’t know what digital marketing was/is/how it could help. So we built a strategy around capturing the person who would be researching, to figure out how to solve their digital problem and make them look good. That then got us in front of more businesses… and in turn more business.
With Nudge, we’re optimising towards this a lot, how can we make our role in the campaign seamless. How can we tick the three boxes above. Lots to do.
Tags: product thinking