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FAST CLASS: Rethink What You Sell and Who You Serve

Lesson 2 of 4

Your Call to Adventure

 

FAST CLASS: Rethink What You Sell and Who You Serve

Lesson 2 of 4

Your Call to Adventure

 

Lesson Info

Your Call to Adventure

we talked a little bit about your customer's journey of transformation and understanding that through the lens of the hero's journey story archetype, I'm actually gonna issue a call to adventure to you um essentially harnessing the power and force of transformation to build your business is a hero's journey for you as a leader, as an entrepreneur, as a marketer, as a product designer, right? And when you look at the companies that have managed to do this, there are basically three flavors or ways that journey plays out. Sometimes it's a journey, like I call it a customer journey where customers all have this one kind of problem and then the company helps them like solve for that problem and the whole industries, whole industries cuts target audience, can actually experience change in their life. Sometimes it's a whole industry journey, right? Like hotels were out there trying to make a bunch of better hotels and then Airbnb figured out a way to help people stay in homes and feel like l...

ocals, right? So the whole industry has sort of transformed had this transformational journey. Um and sometimes it's just a company specific journey. You know, you're doing this now, you do that. Um but regardless of which kind of transformational hero's journey your business is going to be on, It's not going to get there without one or more leaders, one or more people will have to like intentionally decide to make a change. This is true, whether your business is you or whether your business is 10, people, somebody kind of has to decide that they want something to be different in order to start make doing the projects and rethinks involved in serving a transformational consumer. So the sort of call to adventure that I'm gonna issue today is to challenge you. Watch her. Yeah. To be the leader hero who decides to take that journey. If your company is 10,000 people, you may not be able to turn even if you're this. In fact, especially if you're the ceo it's actually really hard to move that ship. But you can uh and also all of these changes take one person to start them, right? So I'm challenging you to decide that you're going to take a journey of your own to kick start some change in whatever realm you have influence. And in fact this kind of thing can be that career making influence, creating a type experience. If you decide to use your journey toward leadership in your career to make your customer's journey of transformation easier. That is how beloved brands are built. It is generally someone decided like I see this issue, I see customers having this problem. I know this is what we exist to help solve for. I'm going to figure out some way to do it in my little way, that is how careers are made, that is how influences made. That is how brand love is one. Um it is how brilliant product ideas are innovated. It is how content is created that people just fall in love with and read and watch because it changes them. So start thinking about what your journey is going to look like. Start visualizing your quest, start visualizing the result that you would like to see. The thing that you would like to see change in your realm of influence in your business and plan for it. So often we'll take a course and read a book and get a really cool idea and be like, that's awesome and then go back to work the next day. Um, as a matter of change management things don't, it's sort of like that thing, you know, nothing, nothing happens unless you put it in your calendar is my experience of life right now. To the point that like someone asked me yesterday, like what's that alarm? There is an alarm on my phone at nine PM every night for brushing my dog's teeth because if I wanted to happen it has to get in the calendar. That is just how it is, Right? So allocate resource to a planet decided you're going to spend some time on it. Map it out calendar when you're going to spend the time on it. Clear out. You know, there's this concept, I teach a lot in Seoul tour of decaf texas, our interview familiar with a couple of you have done those programs, but is anyone familiar with that phrase? Deka texas. So cath Alexis is um ca texas is when you do anything or engage in any behavior relationship interaction, you invest some of your self into it. You like pour some of your energy into it, little or big. Poor time into it. Money into whatever deke affects is is when you stop doing that thing and you get a bunch of that back, right? No matter what it is, if you stop doing something, you get some of that energy that in our fire back to devote, then then it's freed up. You can figure out what to point it out often with really busy people. Like many of you are um you want to do a change initiative but you don't stop doing anything else. There is no resource for it, right? So Planet visualize it. But then Planet allocate resource to it. Stop doing, decide what you're willing to stop doing to do the work of the re thinks that it takes to serve your transformational consumer. And if you are working with the team or you're working with, you know, and all of us are if you're, even if you're a solo premier or you're often working with a designer vendor, you know, whoever a v A uh, or maybe you have a big team actually put some sort of plot into change management. Like if you're doing something this way right now and you want to be doing it this way, something is going to have to many things may have to happen to get you from here to there. And there is an incredible body of work on what, on how to manage change in groups of people. So I would say there's some of that treated in the book, just put some thought into it. Don't expect it's just going to happen because you read the book or watch the brilliant video. All right. So, let's talk about what the journey looks like though, that I can forecast for you pretty pretty easily. They're basically five individual facets of your business that you have to rethink. If you want to do this work of reaching and engaging and becoming beloved by the transformational consumer. The first is you have to rethink what you sell. The second is that we have to rethink our competition. Um And I'll tell you, I just flagged for you when I say rethink, I don't mean like tweak, I mean like there's some uh paradigm shifts that we're talking about. The third will be to rethink your customer, And the 4th will be to rethink your content and marketing. Um The fifth goes back to some of the things I was just talking about in terms of change management and rethinking your team and your culture and how things work and um figuring out how to influence them, even from perhaps not at the top.

Class Description

Whether you’re in packaged goods, apparel, food or digital, your dirty little secret is that your customers are most likely disengaged. So what can you do? Buy new customers? Sure, but you can’t buy their engagement. There’s no amount of advertising trickery that can make people return to your site over and over again, use your app every day, make repeat purchases or spread the word about your product.

But take heart! There are businesses out there that have come up with a new, insight-driven path beyond the tired old story of begging customers for a few seconds of their valuable attention. Brands like REI, Slack, and Airbnb have figured out how to engage in lifelong, two-way love affairs with their customers, while the rest of the marketplace struggles.

In this course, you’ll learn how to become one of those companies by:

  • Shifting your R&D, product development, digital and content marketing focus from the product you sell to the people you serve.
  • Understanding what your customers want and need and where to reach and engage them.
  • Conducting competitive analysis that sparks innovation, avoids “me-too” product development, bulletproofs your business from disruption by upstarts, and optimizes for employee engagement.
  • Selling a transformation rather than a product.
  • Realizing that your competition isn’t other companies, but rather obstacles on your customers’ journeys.
  • Focusing on your customers and their problems.


ABOUT YOUR INSTRUCTOR:

Tara-Nicholle Kirke is the author of The Transformational Consumer: Fuel a Lifelong Love Affair With Customers by Helping Them Get Healthier, Wealthier, and Wiser.

She is the CEO of TCI, marketing, content strategy, and leadership development firm that creates transformational experiences for conscious leaders, businesses + customers.

Tara is the former VP, Marketing for MyFitnessPal and Under Armour Connected Fitness, where she led a team that grew the platform to over 100 million customers through brand, growth, engagement, content, and digital/social media, and media relations. During her career in Silicon Valley, Tara has created brand, growth, media, and content strategies for brands like HGTV, Trulia, ING Direct, Lookout Mobile Security, Chegg, Eventbrite, and many, many more.

She has been featured in The New York Times and was recently named the #1 woman Silicon Valley tech companies should be naming to their boards by Business Insider.

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