Its been a very successful old economy model. You make something you someone needs, pump a ton of advertising behind and hope like mad they buy.
And by and large, its worked. Till now. The digital economy works off different principles. And most business doesn’t know what these principles are or how to change!
They have what we call that WTF moment – which where they sit there and say to themselves, “WTF do we do now?”
And the marketing and advertising teams don’t get it. They know how to do one thing: Try and capture the attention of someone who does not want to give it. They seem to think that they are entitled to this attention. They feel it’s a right. But none of want to have our attention captured, told what to do or what to buy. It’s a dumb strategy.
Its time to get beyond the, “we make, you buy it” and get past your own WTF moment.
- Here are 3 questions to start you off:
- Who am I making this for?
- Do they really want or need it?
- What is the emotional experience that they want out of it?
It’s the last question that changes the strategy. If you understand it, then you are onto a winner as that is what your customer is really buying. Your product is just the enabler.