Are we worth it to them?

Everyone is just a click away. We have to make the decision whether we’re worth reaching, whether we’re worth contacting. Whether we’re worth buying from.

Some say the answer is big data. Track more people. Get more information. Understand what everyone’s doing at all times. Track, track, track.

Here’s the problem with big data: it tells us what people did yesterday. It doesn’t tell us why people do what they do. We’re way more interested in leading customers. Not customer management. Customers don’t want to be managed, they want to be led. We can’t lead by looking at everyone’s data. We lead by doing something braver than that. And it begins by understanding the customer. And then revolutionise the way we do things. We have to turn things upside down. Everything we do has got to be done differently.

What a chance of a lifetime! What an opportunity to reinvent. To make a difference.

We treat different people differently. It is a privilege.

We don’t go to the normal people. The masses.

We go to the edges. The minority. The people that are not normal. Those are the people we do business with.

The ones that listen to us are the ones that care. That believe what we believe. The ones that listen to us are the ones that know they have a problem.

The normal people can’t stand us.

It’s the people at the edges, the not-normal ones that give us the chance to make a difference. It’s at the edges where we will earn the privilege of people wanting to talk to us.

We figure out how to make it interesting. We don’t try figure out how to do it right. This is how we get the right people to show up. We talk to people differently because they hear us differently. We’re not interested in one-size-fits-all.

We focus on two things.

Generosity. Art.

Generosity? Because no-one wants to connect to a selfish person. No-one wants to do business with an organisation that is just taking.

Art? Art is when someone does something that connects us. When someone does something that might not work. When someone says “Here, I made this”.

www.dna-design.co.za