4. THE UNDERPINNERS THE ENGINE
• Seek to understand the
customer
• Help them achieve their
personal goals
• Optimal efficiency and
rigorous measurement
• Profit is still a goal
• The best engines might be
complex to make but are
simple and elegant to use
7. UNDERSTAND PURPOSE
Purpose sets your world, it should be where you and your
customers agree to play. It’s as wide as you want it to be -
provided you operate with authenticity and permission
11. NORDSTROM'S COMMITMENT
In store or online, wherever new opportunities arise, Nordstrom
works relentlessly to give customers the most compelling
shopping experience possible. The one constant? John W.
Nordstrom's founding philosophy: offer the customer the best
possible service, selection, quality and value.
13. DRIVE SUSTAINABILITY
Sustainability is about paying attention to community standards and
then choosing to lead or when to participate in the related changes
Your customers would prefer you be responsible than give them a
loyalty program
Waste is a key concern, from plastic in landfill to unutilised assets, find
a way. Be consistent with your own brand and reputation
Don’t greenwash!
14. from: take to: give
take a position
share-holder oriented stakeholder alignment (SPICE)
create a purpose
sell a product promote a higher ideal
do business with anybody
(demographic)
do business with ‘believers’
(psychographic)
CSR responsible business
CREATING A LARGER BUSINESS SHIFT:
16. BE LOCAL
The cookie cutter doesn’t help your customer enjoy your company
Recognise you are part of the community you are located within
Customers remember difference and effort
18. BE PERSONAL
Don’t shout, have a conversation. Your customer will answer your questions for
as long as you show you are listening. Customise where you can
Listen, you might learn something
20. DON’T CARRY STOCK, CARRY SOLUTIONS
Talk to your customer, would they exchange ‘possibly have it now’ for
‘certainty at an agreed time’. Endless aisle is endlessly irritating
Offer services to help both of you
22. ‘channels are a language retailers
speak to justify what they’re spending
on IT. It’s not understood by the
customer’
Sir Charlie Mayfield, Chairman, John Lewis Partnership