Consumers across the planet are increasingly frustrated with the old tech-centric build it and they will come mentality and are showing it in the most powerful way, by refusing to buy stuff, just because it’s new and hyped.
Instead they’re looking for personalised answers to what difference the tech can make to their life and why they should care.
Can you answer these to (2) fundamental consumer questions morris?
In board rooms, strategy sessions and on stage they’re having real difficulty.
Whenever I ask the question “why should your customers care”? I am universally greeted by silence; followed by tumbleweed blowing past and then to fill the awkward silence, a list of motherhood statements – we’re the best, we have great distribution, we’re the biggest, we’re well known, blah blah blah.
What they’re really saying, is their business focus is based on technology and brand and the human factor’s a distant third.
That’s not going to cut it anymore.
The future is Human 1st, Brand 2nd, Technology 3rd.
Switched-on businesses that are dominating the marketplace are all starting with the human need and then reverse engineering back, to find the best brand and technology solutions.
It’s a future-proof way to imagine and innovate tomorrow’s profitable products and business models and the more time I spend with future obsessed entrepreneurs, investors and businesses, the more obvious it becomes that the human-centric focus is making a massive profitable come back.
So, how do you bring human-first back to your strategy and innovation conversations?
By looking far beyond the tech borders into a future landscape, populated by human needs, wants and desires.
To make sure I stay on track and don't get caught in the technology first trap I've developed the JUSI four (4) point human-first checklist, as my guide.