Klarhed om kundens reelle behov.
Det er der, væksten gemmer sig.
De fleste konsulenter starter i jeres produkt og leverer slides. Jeg starter i kundens reelle opgave, og leverer de få afgørende indsatser, organisationen kan eksekvere på. Udefra-ind. Hele vejen.
Behovsdrevne strategier lykkes ~5× oftere, 86% mod 17% (Strategyn).
30 minutter. Uforpligtende. Du går derfra med mindst én ny erkendelse.
Brugt af bl.a.
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Jagter I fantomer?
Fantomer er det, man jagter, når man ikke ved, hvad kunden i virkeligheden har brug for. Det lyder tit sådan her:
“Kunderne elsker os, men vælger alligevel nogen andre.”
“Vi byder på alt, og bliver valgt på pris, alt for sent.”
“Vi lancerer og lancerer, men efterspørgslen udebliver.”
Forskellige situationer. Samme rod: beslutninger truffet, før klarheden var der.
Udefra-ind. Hele vejen.
De fleste arbejder indefra-ud, med eget produkt, eget brand og egne antagelser som udgangspunkt. Jeg vender det om. Tre discipliner, ét skift, samme logik.
Behovsafdækning
Typisk
Sammenligner features og konkurrenter. Stopper ved produktet.
Brandwyzer
Starter i kundens opgave, hele rejsen, alle roller. Ikke i jeres produkt.
Segmentering
Typisk
Kategoriserer på adfærd, demografi eller pseudo-personaer.
Brandwyzer
Samme opgave, forskellige forhåbninger. Entydigt og anvendeligt for alle funktioner.
Afgørende indsatser
Typisk
Flotte, selvbekræftende beskrivelser med lille forretningsværdi.
Brandwyzer
Behovsindsigten omsættes til de få rigtige indsatser: produkttilretninger, styrkede værdiløfter, revideret brandplatform og fokuseret go-to-market plan.
En urimelig fordel
spild på innovation uden bund i reelle behov.
spild på marketing og salg, rette budskab, rette sted.
stærkere kunderelationer: præference, loyalitet, tålmodighed.
Brandwyzers erfaringstal (op til).
Det er ikke en holdning
Tilgangen er bakket op af uafhængig research.
Behovsdrevet innovation lykkes ~5× oftere end branchegennemsnittet. Verificeret på 43 virksomheder.
Brandwyzers metode står på samme grundprincip som den bedste research: behov før løsning.
Først klarhed. Så de få rigtige indsatser.
Tre trin med lavt indstigningstrin. I beslutter selv, om vi går videre efter hvert trin.
Klarheds-pejling
Hurtig pejling af, hvor tågen ligger, og hvor det rykker mest.
Afklaring, Analyse & Afgørende Indsatser
Den dybe analyse: kundens reelle behov, validering og prioritering.
Go-to-market
Indsigt oversat til en konkret plan organisationen kan eksekvere på.
Hver uge i tågen koster. Lad os tænde lyset.
Tag tre antagelser om jeres forretning med, så tester vi dem sammen på 30 minutter. Rammer bare én, er der nok noget, vi kan tage fat i. Rammer ingen, har du sparet dig selv en blindgyde.
Svar inden for 24 timer. Ingen pitch, bare en ærlig samtale.
Foto: Carsten Andersen