I’m listening to the book Who Do You Want Your Customer to Become? by Michael Schrage. [HBR Article] The question he poses requires some thought. It turns the traditional questions of, “where is my market?” and “who is my target demographic?” into a matter of how you will contribute to you your customer’s growth.
Microsoft focused on making the customer become people who would make a computer a part of everyday tools. And they succeeded with their mission of ‘a computer on every desktop.’
Apple was concerned with making the customer become a strong independent person who would use a hand-held device in every situation. They succeeded in creating easy-to-use, well-designed products.
I have a friend who is in leadership development who wants to see the people she works with become competent and confident leaders.
Who do you want your customer to become?
FortyFour-Three: A Draft Response
“Who Do You Want Your Customers to Become?” is a great question. I’m still working out exactly what this looks like for FortyFour-Three, but here are a couple of draft ideas.
I want the customers to become:
- People who enjoy learning to use automation.
- People who are proud of the project that they have just finished.
If customers were people who enjoyed learning new automation and were proud of the project they just completed, FortyFour-Three’s mission of “Every Employee Aided By Automation” and “No Unfinished Projects” would be easy to accomplish. The question of “Who Do You Want Your Customers to Become?” helps you focus on what needs to be done.
Who Do You Want Your Customers to Become?