There are a host of compelling service providers who engage clients in what could best be termed, ‘a dynamic’ client engagement process. Insurance producers are an example. These professionals consistently choreograph a dance between their clients and carriers. For long-term success one must successfully dance with both parties and find the right compromise or in many cases, decide whom to advocate for.
Many of our current innovation-sphere products or services demand a similar perspective for developing and bringing the product or service to market. Novel models in energy, the arts, consumer products and more that involve partnerships to develop ideas, incentivize customers or bring a service to market are all broad examples.
In this respect the business world is reflecting the artistic world. The ability to reach an audience globally means a deeper level of cross-pollination between previously disparate cultures. The new frontier being forms in music, literature and visual media that become a new singular entity from that blending.
I am a service provider that advocates for such novel business models. In a creative-class economy there are advantages to bringing together previously separate services in a novel way to make the client experience more seamless, the work output more effective. Finally, new business models require additional measures of success beyond profit.
There are many of us engaged in such endeavors. If you fit this category, I applaud you. So let’s talk about what gets in the way of our success.
Branding 101 often centers on ‘keep it simple’ in order to get one’s point across. But in an effort to create a more elegant verbal or written expression of one’s idea we tend to restrict the entrepreneur in the very service(s) in which they desire to provide. ’That business model won’t work because you can’t explain it in 30 seconds”. ‘You can’t whittle it down to an elevator speech, you’re idea is weak’. ”People don’t want to do business that way, they can’t understand what it is you do.” People just don’t get it, you’ve got to keep it simple”.
Is it your self-branding capabilities or the business model that needs work?
There are several weaknesses to this line of thought. First, we have to assume that in our consumer-driven marketplace that our clientele are not intelligent. That to effectively engage the mass market, we must cave in to the lowest common denominator. This is predicated on an outmoded and frankly insulting edict of American industrial culture. Stop assuming your clients are really that dumb. They really aren’t.
The other weakness lies in assuming that the current means for engaging clients, for measuring success, for delivering services is the only way to go. This not only stifles innovation in the very processes of your enterprise. It may be ignoring key realities of the
current business climate i.e. the train has already left the station and your ass isn’t on it.
Does this mean you’re always right and your business plan is never weak? No. Does this mean you have to move forward with a plan that lacks risk, innovation, or a new way of delivering services simply to keep things ‘simple’? Do you like being treated like you just don’t get it?
I say ‘hazah!!!’ to the pioneering service provider. May you engage your potential clients using an education approach. A higher sense of awareness and value for the intellectual. Let’s applaud those novel business models that introduce new ideas into the equation without compromising on the client or employee experience. Let’s all help ourselves into a brighter, more collaborative business community that doesn’t give in to the Dumbing Down Dilemma.
Scott Graves is passionate about helping business owners. Tune in to his show ‘The No Boundaries Radio Hour’ with co-Host Dennis Mannone on the No Boundaries Radio Network. Meet him at the crossroads between strategy and innovation at scott@smgravesassociates.com or twitter @smgcreative.