In This Lesson: The deeper you go, the more they’ll value you.
If you complete this lesson you’ll have such a deeper understanding of why people actually buy most products and services. You’ll be well on your way to spotting unique opportunities to use your unique talents to outplay the competition. And you’ll remove a great deal of the stress that comes with creating value, then “hoping and praying” that someone is going to buy from you.
The Challenge: There’s nothing new under the sun.
“Innovation” is the most overused word in the marketplace. There isn’t much that hasn’t already been invented. And there isn’t much that hasn’t already been manufactured. There are certainly no new ideas when it comes to people and how we behave. It’s safe to say that 99% of businesses are selling something that is a tiny iteration on something already out there in the market. So how do we rise above all the other me-too products? How do we create something that people will really value, so that we can compete, win and stay alive?
The Goal: Products and services that have a profound effect on the people who buy them.
This is why it’s so important to know who our customers really are. Imagine your products having such a profound effect on your customers lives, they couldn’t live without them. Imagine them thinking of your products and services as faithful and reliable tools. Or allies in their epic quest. Or friends that help them be better, do better and get more enjoyment out of life. Imagine your products helping define the lives and the personalities of your customers. Helping them express themselves and communicate with the world through the things that you create and trade.
The Obstacle: Understanding what really makes people tick.
Making products that form deep emotional connections with our customers doesn’t seem easy. At first glance, the world of emotions seems hard to tap into. By their very nature, we feel these connections with the people and products that attract or repel us. We don’t rationally think about them. And that means it isn’t always easy to explain them or put them down on paper. It can seem especially difficult to bake them into a product or a company. Unless, that is, we borrow from the world of psychology. A world that knows all about people and what motivates them. Once we understand what makes people tick, we can use the immense power of human emotion to create a business that attracts passionate and loyal followers by improving their lives on a deep, deep level.
Reversal Of Perspective: It’s not about widgets and wotsits.
You’re not really selling widgets and wotsits. You’re selling the emotions that your widgets and wotsits allow your customers to experience.
The Strategy: Uncover the product behind the product.
To achieve that high level of emotional connection with our customers, to become irreplaceable in their lives, we have to go deeper than normal. We have to look past the nuts and bolts of what we are selling. We have to dig down and uncover the product behind the product. In a world where we can buy 50 variations of just about anything, if we want to connect, we have to understand the human emotions and values that lie behind every successful product.
Putting It Into Action: Discovering the X-Factor.
What is it that people really value? Use these questions to spark ideas on how you can uncover the product behind the product and offer more value to your customers. The more of these human needs you can bake into your business, the more successful you will be. Because whatever business you are in, you are in the people business first and foremost.
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Pleasure and Pain.
In the most general sense we’re deeply wired to move towards pleasure. But we’re twice as motivated to move away from pain. Pleasure is nice, but we can survive without it. Pain is a signal that we’re heading towards disaster and death. So as survival machines we’ll take a lot more action and spend a lot more money, to avoid pain. Relate it to your business: How might you help your customers move towards pleasure. But far more importantly, how might you help them avoid pain? -
Certainty and Comfort.
We all want comfort. And much of this comfort comes from certainty. Thinking we know what is going to happen in the future. Have you ever stuck with a bad situation, just because you were familiar with it? “Better the devil you know” That’s certainty in action. Example: Eating from familiar, but mediocre fast food restaurants when you’re travelling. Instead of trying local restaurants. Relate it to your business: How might you move your customers towards more comfort and certainty and avoid discomfort and uncertainty? -
Variety.
At the same time we want certainty, we also crave variety. Whilst certainty makes us feel comfortable, there needs to be enough uncertainty to provide spice in our lives. In the generally safe modern world, if you are able to cultivate more variety in your life you’ll become more successful. If you allow your need for certainty and comfort to dominate, you’ll be less successful. Example: Limited time “special recipes” offered by your favorite fast food franchise. Relate it to your business: How might you provide enough variety in your customers lives to be interesting? -
Significance.
Deep down we all want to be important. From the politician who wants to rule the country, to the janitor who holds the keys to all the doors. We all want our life to have meaning. Significance can only be gained with the help of others. History shows us two paths to being remembered as significant. Become a great ruler/tyrant and kill anyone who gets in your way. Or try and improve the lives of as many people as possible. (Choose wisely) Relate it to your business: How might you move your customers towards a feeling of significance. Or help them avoid feeling insignificant? -
Connection & Love.
We all want to feel loved. We all have a highly influential relationship with our parents, good or bad. We want to feel part of a community, a group or tribe. And we want to be cared for and cared about. Relate it to your business: How might you help your customers feel more love or connection? Or help them avoid indifference and isolation? -
Growth.
Much of the population is walking around with issues from their formative years. Issues that conflict with the desire to improve themselves. The fear of making mistakes and being ridiculed runs deep. Luckily, we can regain the habit of learning. And we can reboot our growth at any point in our lives. Relate it to your business: How might you help your customers to grow? Or help them avoid the feeling of stagnation? -
Contribution.
The desire to contribute something of value, to give something back, to make the world a better place than we found it, is in all of us. Ironically, the more we give, the more we find people wanting to reciprocate and give back to us. This is another in-built human trait. It helps us work in teams and tribes for the common good. Relate it to your business: How might you enable your customers to feel a sense of contribution through your products?
Do It Now! Estimated time: less than an hour.
The key hidden values of your business: You’ve had time to think about some of the different motivations and needs we all share. Now it’s time to prioritise the top 3 hidden values you think your customers will appreciate the most from you. And briefly jot down HOW you’re going to quickly incorporate the values into your business or products.
The key hidden values of your competitors: Now think about how your competitors are approaching each of these human needs. Is there one human need that you are particularly suited to deliver on? One area they are neglecting? One area in which you can dominate? For the best feedback, continue your live conversations with real customers on these topics and have them give you their feedback.
Share your key hidden values in the comments below and tell us which one value might make you stand out amongst the competition.