July 31, 2007

Building an Outrageously Solid, Customer-Centered Model to Test All Business Decisions

published this at 1:12 pm

Me You Me You

insideout logo

Are you still with me?
Here’s where we are.

We started inside our hearts and looked inside the hearts and heads of our ideal customers, as best we could . . . hopefully we’ll keep doing both. It’s not a spreadsheet. It’s personal, from me to you, to me, and back to you again.

Me  you   me  you

Now that we’re used to that, we can work on the most basic decision model. Every decision that follows will have this model as a test.

Here we go. We started building it sometime last week.

Building an Outrageously Solid, Customer-Centered Model

the model that we’re building will test future decisions about a specific business. To do that we need to define the business by building these four parts.

All parts work as a whole to define the business from view of the ideal customer. When all parts are defined together, this definition becomes the touchstone to which all future questions and definitions can be tested and verfied.

Does what I’m about to do fit within this model to make the business stronger, clearer, and more real to my ideal customer . . . or does what I’m considering weaken my plan and fogs up my message?

Use the model to be sure that future decisions support how we’ve defined the company.

What do you see here so far? What questions do you have?

More is coming I promise.

Next: The tagline

–ME “Liz” Strauss
Is your business stuck? Check out the Start-up Strategy Package. Work with Liz!!

Related
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.

Filed under Inside-Out Thinking, Marketing /Sales / Social Media, Successful Blog | 14 Comments »


C'mon. Let's talk!

14 Comments to “Building an Outrageously Solid, Customer-Centered Model to Test All Business Decisions”

  1. July 31st, 2007 at 1:22 pm
    Mike said

    Hi Liz,

    Can you elaborate on the difference between the tagline and the ‘do statement’?

    Mike

  2. July 31st, 2007 at 1:28 pm
    ME Strauss said

    Hi Mike!
    Yep. My tagline is the promise of my business . . . here it is “You’re only a stranger once.” My “do” line is what I say when you ask at a party, “What do you do?” I answer something like, “I’m a business-talking saloonkeeper on the Internet.”

  3. July 31st, 2007 at 1:47 pm
    Steve Roesler said

    Liz,

    Good delineation. You ought to do this for a living :-)

    Another example, if it might help readers:

    My tagline: “Teaching Smart People Practical Ways to Become Extraordinary”

    “Do” line: “I teach good managers at least 3 ways to become even better.”

  4. July 31st, 2007 at 1:54 pm
    ME Strauss said

    Thanks Steve!
    In my real life, “I teach businesses how to talk to their customers.”

  5. July 31st, 2007 at 2:02 pm
    Mike said

    You guys are good; thanks! :-)

  6. August 1st, 2007 at 7:03 am
    Karin H. said

    Hi Liz

    Over 4 years ago I spend a very pleasant and funny afternoon with Mike Perk, my ‘personal’ web-wizard’ following exactly your four tips on creating our business name. We had the best of fun really, outlining our preferred customers, our aim at what we would be doing for them etc. And the business name had to fit right in there.

    Think we pulled-off a great one – including a playing with words everyone ‘gets’. Our registered business name can mean two different things – and still manages to mean the same – now that sounds complicated!
    Wood, you’ll like (say it quickly)
    and
    Would you like? (again, say it quickly and then you make all kinds off add-ons with it, like: Natural Wooden Flooring or Easy Maintenance or…)

    That afternoon our business was really born:
    Wood You Like, Natural Wooden Flooring

    Karin H. (Keep It Simple Sweetheart, specially in business)

  7. August 1st, 2007 at 7:10 am
    ME Strauss said

    Hi Karin!
    Exactly. Part of the beauty of what you did is that you still feel the joy of putting the ideas together. That’s the beauty of a great idea. It gets simpler, more useful, and more fun/beautiful over time.

    In your
    Wood You Like, Natural Wooden Flooring

    you have said so much . . . what your product is –> wood flooring, that it’s about the customer –> you like, that you stand behind what you do — wood you like, that you care about your quality — it’s in this deliberate word choice –>Natural Wooden Flooring.

    Bravo!

  8. August 1st, 2007 at 7:20 am
    Karin H. said

    :-)
    We (and Mike too) still feel ‘proud’ of our ‘invention’.
    I love great to-the-point and ‘it-does-what-is-says-on-the-tin’ business names.
    A friend of mine has: ‘Inspiring Interiors’, another runs ‘Handed Picked Wines’.

    Taking care of your customers IMHO starts with being clear in everything you do. A business name that is simple to understand is a pre in this.
    What do you think a business called: ‘Liquid Knowledge’ does? (Serious question)

    Karin H.

  9. August 1st, 2007 at 7:24 am
    ME Strauss said

    Hi Karin!
    You just wrote a business book in one sentence.

    Taking care of your customers IMHO starts with being clear in everything you do.

    Liquid Knowledge . . . no clue. I don’t have the time to figure out what they were thinking of when they came up with that.

  10. August 1st, 2007 at 7:34 am
    Karin H. said

    (blush)

    Liquid Knowledge is an IT company (local in Charing). The director of that company was at the same workshop as I was a few years ago. One of the items we had to do was stapling your business card onto an A4 paper. During the coffee-break everyone had to write on all those A4′s what they thought of the card and name.

    Our name and card got lovely ‘reviews’, his only questions or wrong assumptions.

    ‘What’s in a name?’ Way more than you think, specially when you’re trying to ‘brand’ your business.

    (side-note, later I heard from another employee of that company the director has just spend a lot of money on re-branding his IT company to Liquid Knowledge. IMHO: money down the drain ;-))

    Karin H.

  11. August 1st, 2007 at 7:39 am
    ME Strauss said

    Hey Karin,
    Maybe that’s where the “liquid” comes in . . . pouring money I can’t see. Lots of people feel that way about IT consulting. It’s a bad image for IT — ouch.

  12. August 1st, 2007 at 7:43 am
    Karin H. said

    LOL

    So they know a lot about pouring money down the drain.

    The name makes sense now ;-)

    Karin H.

  13. August 1st, 2007 at 7:46 am
    ME Strauss said

    The one place in business where the word Liquid is used most often is liquid assets. That’s money. If they’re not financial wizards, I’m not sure I want them near mine. :)

  14. August 6th, 2007 at 7:43 am
    3.2: Three Steps to a Killer Tagline that Customers Pass On - Liz Strauss at Successful Blog - Thinking, writing, business ideas . . . You’re only a stranger once. said

    [...] on the way to Building an Outrageously Solid, Customer-Centered Model to Test All Business Decisions. What we’re going for is to define the business by building these four [...]

Name (required)

Email (required)

Website

C'mon Let's Talk!

High Quality Image of Interior Design and Architecture Design