Introduction

Some of the smartest people I have worked with have been really, really dumb. (!?)

You heard me. See, it goes like this.

Once upon a time, Henry Ford said, “If I’d asked customers what they wanted, they would have told me a faster horse.”

Then much later, Steve Jobs quoted good ‘ol Henry and piled on by saying, “People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”

I have to agree with this article from Business Insider – Henry Ford and Steve Jobs are misunderstood by too many people, and they’re missing out on too many opportunities as a result. Too many people make the mistake of believing their customers don’t know what they really need, so there is no point in asking.

We’re not going to make that same mistake at Pivot Habit.

First, let’s back up with a reminder that your customers are both external AND internal to the company.You’ve got multiple sets of customers you’re selling to all the time.

Second, they are in the best position to understand their pain. They may or may nott know the best solution for their pain, and that is where you may be able to offer the best value. But they most definitely do have the best perspective on both their own pain as well as the degree to which you’re solving it.

In this module, Flip the Script, we’re going to inform our planning by embracing these stakeholders and using a few simple techniques to learn everything we can and use it to move forward.

We will:

  1. Gain four (4) tools to choose from to tap into the learning and sentiment of our internal customers (our staff) and drive the business forward.
  2. Look at a framework for finding the right “touch points” with our external customers.
  3. Gain four (4) more tools to choose from to gain unique insights from those customers.
  4. Learn how to incorporate this information into our planning.