8 QUESTIONS TO FOCUS ON

CREATING VALUEFOR OUR CUSTOMER AND YOUR BUSINESS

THE WHY OF THE 8 QUESTIONS• TO HELP US THINK ABOUT VALUE BEFORE IDEAS• IN CUSTOMER SERVICE THE MINIMUM VIABLE EXPERIENCE (MVE) IS THE

EXPERIENCE WITH THE HIGHEST RETURN ON CUSTOMER SATISFACTION VERSUS RESOURCES.

• THERE IS ALWAYS AN OPPORTUNITY TO CREATE VALUE AT THE POINT BEFORE THE PRODUCT OR SERVICE IS DELIVERED. • THERE IS ALWAYS A WAY TO LEAVE THE CUSTOMER FEELING BETTER.• IT ISN’T THE BIGGEST OR MOST INNOVATIVE BRAND THAT WINS—IT’S THE ONE THAT’S

MOST MEANINGFUL TO THE PEOPLE IT SERVES.

1. WHO NEEDS YOUR PRODUCT?

2. WHAT PROBLEMS, FRUSTRATIONS, SHORTCOMINGS OR DESIRES DO YOUR PRODUCT OR SERVICE ADDRESS?

3. WHY EXACTLY WILL PEOPLE PAY YOU?

4. WHERE WILL YOU GET YOUR FIRST TEN CUSTOMERS?

5. WHY WILL THEY COME BACK?

6. WHAT’S THE STORY THEY WILL TELL THEIR FRIENDS ABOUT THEIR EXPERIENCE OF YOUR BRAND?

7. WHAT OTHER WAYS MIGHT YOU CREATE VALUE FOR THEM?

8. HOW MANY CUSTOMERS LIKE THIS DO YOU NEED TO CREATE A VIABLE BUSINESS?

PARTING CUSTOMER INSIGHTS

THREE THINGS YOUR PRODUCT STORY SHOULD DO

1. AFFIRM THE CUSTOMER’S WORLDVIEW

• WHAT DOES SHE CARE ABOUT?• WHAT’S THE CHANGE SHE’S HOPING FOR?• HOW WILL YOUR PRODUCT MAKE HER BECOME MORE OF WHO SHE WANTS

TO BE?

2. CONNECT WITH AND SPEAK TO HER EMOTIONS—MAKE HER FEEL SOMETHING• WHY IS SHE CONSIDERING THIS PRODUCT?• HOW DOES SHE FEEL BEFORE SHE EXPERIENCES IT?• HOW WOULD SHE LIKE TO FEEL WHEN SHE’S USED THE PRODUCT?

3. DELIVER THE INFORMATION YOU’VE ANTICIPATED SHE NEEDS TO CONFIRM OR RATIONALIZE HER DECISION

• WHAT ARE THE FACTS SHE NEEDS TO KNOW AND WHY?• WHAT CHANGE CAN SHE EXPECT AFTER SHE HAS USED THE PRODUCT?• REMEMBER TO SHOW AS WELL AS TELL.