“Sitting in the Seat” of Your Customer
What does a phone service have to do with gas pumps?
The answer is “nothing” if you believe you’re in the fuel business. But it’s “everything” if you’re in the great car ride business.
The 76 brand is clearly speaking to its “parent segment” by creating the “Why Stopper” phone service — designed for mom or dad to outsource the answering of questions by handing the phone to the kids (see ad below).
Kudos to 76 for thinking like their customers think, and not coming up with another gremlin to show how their gas is different…
This reminds me of the classic story of how the powerful railroad empires lost their stronghold by insisting they were in the train business — where they probably could have thrived had they embraced being in the transportation business.
A client last year saw itself in the accessory business which relegated it to an “option” in the eyes of the channel and consumer. I worked with the team to adopt a perspective that we were in the technology business to focus on OEM sales.
How have you changed the way you think about your core business, or seen others do so — either successfully or unsuccessfully?
7 Comments to ““Sitting in the Seat” of Your Customer”
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I really enjoy what you blog about here, very refreshing and intelligent. One problem though, I’m running Firefox on Fedora and some of your content are a little off. I realize it’s not a common setup, but it’s still something to watch out for. Just shooting you a heads up.
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