5. The purpose of a
business is to have
and serve a customer.
6. The purpose of a
business is to have
and serve a customer.
Profit is an intentional byproduct.
7. The evolution of problems
TODAY
20th Century Problems
Manufacture
Advertise
Sell
21st Century Problems
Serve
(Re)engagement
Loyalty
Deepening & Widening
Advocacy
Efficiency & Efficacy
8. The purpose of a
business isn’t to
make a thing.
Manufacture
Advertise
Sell
TODAY
Serve
9. The purpose of a
business isn’t to
make a profit.
Manufacture
Advertise
Sell
TODAY
Serve
10. The purpose of a
business is to have
and serve a customer.
Manufacture
Advertise
Sell
Serve
11. Services have big economics.
2012 U.S. Trade
Deficit for Goods
2012 U.S. Trade
Surplus for Services
+$195.3 BLN
-$735.3 BLN
— data from U.S. Bureau of Economic Analysis
13. The emergence of problems
Manufacture
Advertise
Sell
Serve
Disappoint
14. The Service Anticipation Gap (SAG)
The loss of future potential
revenues and the wasted ad
spend when a service doesn’t
meet or exceed the expectations
set with the customer.
15. The emergence of problems
The loss of future potential
revenues and the wasted ad
spend when a service doesn’t
meet or exceed the expectations
set with the customer.
26. ORGANIZING
P&G solved this for brands.
How soap is MADE was just as
important as how it was
MARKETED and how it was
bought.
27. ORGANIZING
P&G solved this for brands.
How things are MADE is just as
important as how they’re
EXPERIENCED.
A manager for each experience
A manager for each journey
31. FRONT OF HOUSE
Change a button
Add/remove a touchpoint
Disrupt the market
BACK OF HOUSE
Change assumptions
Change structure
Create a new organization
37. STORIES
Stories about how things should be.
Stories give meaning.
Meaningfulness is why people perform.
I believe that this nation should
commit itself to achieving the goal,
before this decade is out, of landing a
man on the moon and returning him
safely to the Earth.
38. I believe that this nation should
commit itself to achieving the goal,
before this decade is out, of landing a
man on the moon and returning him
safely to the Earth.
39. STORIES
Stories about how things should be.
Stories inspire people.
New words change culture.
Narratives are sticky.
Narratives are experiential.
— See Made to Stick, Chip & Dane Heath
41. PEOPLE AREN’T DATA
While it's possible to have more
data and information on people
than ever before, it's also easier
and easier to treat them like a
number and never really connect
in a human way.
42. MAKE BUSINESSES HUMAN
With the right stories, changes,
organization, and focus on impact
we can create great human
experiences that serve people and
transform them and us.
45. Will your story, change, and
organization have the empathy
and humanness in it to serve
people through journeys to
transform you and them?
We need it. So I hope you do.
46. CREDITS
Classroom photo, slides 1 & 2, from sandcastlematt’s flickr
photostream. The image is of Harvard, where I did NOT go to
school. http://www.flickr.com/photos/sandcastlematt/2455896870/
Thoughts on stories from Chip & Dan Heath’s Made to Stick,
including the example of the JFK moon speech.
Numerous verbal references throughout to Peter Drucker, who
said, “There is only one valid definition of business purpose: to
create a customer,” and “[the businesse’s] purpose must lie
outside of the business itself. Business enterprise is an organ of
society.”
