{"id":2965,"date":"2020-06-17T00:09:21","date_gmt":"2020-06-17T00:09:21","guid":{"rendered":"https:\/\/wiki.thomasandsofia.com\/?p=2965"},"modified":"2020-06-18T19:23:28","modified_gmt":"2020-06-18T19:23:28","slug":"cs4-the-power-of-performance","status":"publish","type":"post","link":"https:\/\/wiki.thomasandsofia.com\/?p=2965","title":{"rendered":"CS4 &#8211; The Power of Performance"},"content":{"rendered":"<p><a href=\"\/cs3-the-power-of-value\/\">&lt; 3 The Power of Value<\/a>\u00a0| <a href=\"\/customer-success-profit-from-the-power-of-your-customers\/\">Home<\/a> | <a href=\"\/cs5-the-power-of-the-heart\/\">5 The Power of the Heart &gt;<\/a><\/p>\n<h1>18. Things either work or they don&#8217;t<\/h1>\n<p><a href=\"https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/740040#overview\" target=\"_blank\" rel=\"noopener\">https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/740040#overview<\/a><\/p>\n<p>Does this thing do the thing I need it to do.<\/p>\n<ul>\n<li>MS Zoon<\/li>\n<li>Apple Neuton<\/li>\n<li>Edsel cars<\/li>\n<li>Gremlin cars<\/li>\n<li>Pinto (exploded)<\/li>\n<li>McSpaghetti<\/li>\n<li>Colgate frozen foods<\/li>\n<li>Cosmo yogurt<\/li>\n<li>Kellog breakfastmates (cereal and milk together)<\/li>\n<li>Harley Davidson perfume<\/li>\n<li>New Coke<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h1>19. Why does this happen<\/h1>\n<p><a href=\"https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/740042#overview\" target=\"_blank\" rel=\"noopener\">https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/740042#overview<\/a><\/p>\n<h2>The 9x Effect<\/h2>\n<h3>Customers<\/h3>\n<ul>\n<li>Skeptical of new product&#8217;s performance<\/li>\n<li>Unable to see a need for it<\/li>\n<li>Satisfied with status quo<\/li>\n<li>Over-value current product benefits by factor of 3<\/li>\n<\/ul>\n<h3>Companies<\/h3>\n<ul>\n<li>Convinced their innovation works<\/li>\n<li>See a need for the product<\/li>\n<li>Dissatisfied with existing alternatives<\/li>\n<li>Over-value new product benefits by factor of three<\/li>\n<\/ul>\n<h2>Need<\/h2>\n<h3>Everyone has different need states<\/h3>\n<ul>\n<li>Procrastinated<\/li>\n<li>Immediate<\/li>\n<li>Induced<\/li>\n<li>Receptive<\/li>\n<li>Explorative<\/li>\n<\/ul>\n<h3>Developing Needs<\/h3>\n<ul>\n<li>Original Need\n<ul>\n<li>I need a widget<\/li>\n<\/ul>\n<\/li>\n<li>Education and Experience\n<ul>\n<li>Research, word of mouth\n<ul>\n<li>direct and indirect experience<\/li>\n<\/ul>\n<\/li>\n<li>I still need a widget<\/li>\n<\/ul>\n<\/li>\n<li>Determine the value\n<ul>\n<li>Actual value\n<ul>\n<li>&#8220;I need it to resell for X&#8221;<\/li>\n<\/ul>\n<\/li>\n<li>Psychological value\n<ul>\n<li>&#8220;All my friends have Y&#8221;<\/li>\n<\/ul>\n<\/li>\n<li>Performance\n<ul>\n<li>&#8220;It needs to have the Z attachment&#8221;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3>A decision is made<\/h3>\n<ul>\n<li>One of these may trump the others or all three may be equally important<\/li>\n<li><strong>Some people may be fully aware of their need while others it has not yet fully developed<\/strong><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h1>20. Jobs to be done<\/h1>\n<p><a href=\"https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/740064#overview\" target=\"_blank\" rel=\"noopener\">https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/740064#overview<\/a><\/p>\n<h2>How to use the Power of Performance<\/h2>\n<ul>\n<li>When you understand Customer Needs, you can profit from the power of performance<\/li>\n<li>Break away from the status quo\n<ul>\n<li>Disruption<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>How to implement disruption<\/h2>\n<ol>\n<li>Vision\n<ol>\n<li>A projection of the company into the future<\/li>\n<li>A bit idea to aspire to<\/li>\n<\/ol>\n<\/li>\n<li>Disruption\n<ol>\n<li>A radical new idea help reach the vision faster<\/li>\n<\/ol>\n<\/li>\n<li>Convention\n<ol>\n<li>A widely held belief<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<h2>Products meet their market<\/h2>\n<p>No matter what the innovation is, products only find a market when they help non-customers get the job done that they&#8217;ve already been trying to do.<\/p>\n<p>Often what is discovered is:<\/p>\n<ul>\n<li>The market is much larger than anticipated<\/li>\n<li>Your share of it is much smaller<\/li>\n<\/ul>\n<h2>Three levels of job architecture<\/h2>\n<ol>\n<li>What is the fundamental job or problem the customer is facing?\u00a0 These should include\n<ul>\n<li>Function<\/li>\n<li>Emotional<\/li>\n<li>Social<\/li>\n<li>&#8220;How can I ____&#8221;<\/li>\n<\/ul>\n<\/li>\n<li>What are the experiences in purchase and use which would sum up the job perfectly&#8221;\n<ul>\n<li>&#8220;The Hiring Criteria&#8221;<\/li>\n<\/ul>\n<\/li>\n<li>What are the necessary product attributes, technologies and features that are needed to provide the necessary experiences?<\/li>\n<\/ol>\n<h2>Translate every product into a Purpose Brand<\/h2>\n<ul>\n<li>A well designed product that gets the job done<\/li>\n<li>Give it a brand that uniquely links it to that job<\/li>\n<li>As people hire it to do that job and find it does it well, they learn to trust the brand for that purpose.<\/li>\n<li>They beign to hire it or talk about it whenever they land on that job space<\/li>\n<li>Advertising can only then remind other that they, too, land on this job and hthey should hire this branded product when they do.<\/li>\n<\/ul>\n<p>It is better to have a market in search of a product than to have a product in search of a market.<\/p>\n<h1>21. The 18 performance questions<\/h1>\n<p><a href=\"https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/740068#overview\" target=\"_blank\" rel=\"noopener\">https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/740068#overview<\/a><\/p>\n<h2>Customers Ask Questions<\/h2>\n<ul>\n<li>How long does it take them to find the products they need?<\/li>\n<li>Is the place of purchase easily accessible?<\/li>\n<li>How much time does it take?<\/li>\n<li>How long will it take to get delivery?<\/li>\n<li>How difficult is set up?<\/li>\n<li>How difficult is financing?<\/li>\n<li>How much training will they need?<\/li>\n<li>How effective are the product features and functions?<\/li>\n<li>Did they get more power\/performance than really needed? Not enough? Are they regretting this purchase?<\/li>\n<li>Do they need other products and services to make it work?<\/li>\n<li>If so, how much will that cost?<\/li>\n<li>How much pain will that cause them?<\/li>\n<li>How easy is it to maintain and upgrade?<\/li>\n<li>How costly is all this maintenance? Why didn\u2019t you tell them that to start with?<\/li>\n<li>What\u2019s the resell market?<\/li>\n<\/ul>\n<h2>How to profit from these questions<\/h2>\n<ol>\n<li>Shift to a &#8220;Jobs to be done&#8221; mindset\n<ol>\n<li>People have jobs to do. Are you there to help them?<\/li>\n<\/ol>\n<\/li>\n<li>Become a designer of better business\n<ol>\n<li>Think like the Business Designers already discussed (Hyundai)<\/li>\n<\/ol>\n<\/li>\n<li>Customers will always prefer a great experience over the features of a product.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h1>22. Case Study &#8211; Apple<\/h1>\n<p><a href=\"https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/8547352#overview\" target=\"_blank\" rel=\"noopener\">https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/8547352#overview<\/a><\/p>\n<p>Apple sales personnel are taught not to sell, but to help.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&lt; 3 The Power of Value\u00a0| Home | 5 The Power of the Heart &gt; 18. Things either work or they don&#8217;t https:\/\/www.udemy.com\/course\/how-to-profit-from-your-customers\/learn\/lecture\/740040#overview Does this thing do the thing I need it to do. MS Zoon Apple Neuton Edsel cars Gremlin cars Pinto (exploded) McSpaghetti Colgate frozen foods Cosmo yogurt Kellog breakfastmates (cereal and milk ..<\/p>\n<div class=\"clear-fix\"><\/div>\n<p><a href=\"https:\/\/wiki.thomasandsofia.com\/?p=2965\" title=\"read more...\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57],"tags":[],"class_list":["post-2965","post","type-post","status-publish","format-standard","hentry","category-customer-success"],"_links":{"self":[{"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=\/wp\/v2\/posts\/2965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2965"}],"version-history":[{"count":6,"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=\/wp\/v2\/posts\/2965\/revisions"}],"predecessor-version":[{"id":2977,"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=\/wp\/v2\/posts\/2965\/revisions\/2977"}],"wp:attachment":[{"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wiki.thomasandsofia.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}