There is an emerging realization we as companies need to better understand the role played by the customer, or as I say, the “Hero”. I started thinking more and more about the relationship between the Hero and what they are looking to accomplish (the Mission) after reading more about Luke Summerfield’s Growth Driven Design, which turned me on to Anthony Ulwick’s Jobs to be Done.
Both have profoundly influenced my desire to understand and explore everything from the Hero’s perspective, rather than being so focused on the MY perspective.
Start focusing intently on the ‘Mission’ aspect of the Hero’s Mission. Let’s delve into what this means and how it redefined the way PIC has approached growth.
The Idea Behind Missions
The concept is elegantly simple: understand in intricate detail what your perfect customer (your Hero) is working to achieve. I don’t mean, “I am trying to buy a Quarter Inch Drill.” I probably don’t even mean, “I am trying to make a quarter-inch hole.” Think broader. “I am building a chair” Look beyond the products and services you offer as a solution and include your expertise and partnerships. Those are valuable to your Hero as well and can be marshaled to ensure your Hero’s success.
I talked about a Hero’s General Purpose and Missions in a previous Newsletter.
Look at what your Hero’s Missions are. Organize them in relation to their General Purpose and to your ability to help them fulfill the Missions. This will help you see where you need to focus.
Too often, businesses are introspective, prioritizing their products, services, needs, and expectations. This inward view can overshadow the real person at the receiving end of these products and services, someone with goals extending beyond what’s being sold to them.
The famous observation by Theodore Levitt captures this sentiment perfectly: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” However, the challenge doesn’t stop there. If you’re the manufacturer of that quarter-inch drill, you must ponder: Is my expertise and knowledge limited to holes? What value can you offer beyond selling holes?
The Essence of Mission Building
Mission building is not about a fleeting effort; it’s a profound understanding. It involves discerning the Hero’s goals, the context in which they operate, and the resources they might tap into. From identifying keywords the hero might use to gauge their intent to what trade publications they read in order to be more successful, mission building is comprehensive.
Tracking and reporting are integral to this process. Monitor which web pages are delivering the most value to the Hero’s Mission. Which ones are to help the challenger sale and which ones are designed for organic awareness? Ultimately, mission building hinges on comprehending the Hero’s objectives and milestones to success and discerning the unique value your company can offer.
Crafting the Mission Brief
A vital tool in this journey is the ‘mission brief’. It provides a structured approach to conceptualize a hero’s potential mission, often formulated as a “As a… When I… I want to… So I…” statement. This brief should encapsulate a universal mission, something resonating with every one of your ideal customers.
Remember, more than the individual Mission itself, there’s an underlying Purpose driving each Hero. Maybe it’s the reason they’re in a particular job or the broader goals they have in life. The closer you can align a mission to this General Purpose, the deeper the connection you will forge with your Hero.
Brainstorm your marketing, sales, and service strategies, beyond products and services. The real game-changer is understanding the Hero’s broader mission and how it ties to their General Purpose. Aligning with this purpose not only fulfills the Hero’s immediate needs but resonates with their core aspirations, ensuring lasting relationships and sustainable growth.
Growth Roadmap 4/9
