Winning propositions by solving real problems

Why are people so eager to buy new things? That's because people want progress in their lives. If they have realized that this is possible with your product, they are more than willing to buy from you. Most people, just like organizations, have a vision, or a goal. When they realize this goal, the quality of their lives improves and that motivates people to buy. Your customer should really notice that you know their goals and problems. All you then have to do is make it clear what you are selling solves their real problem. That your solution is better, more attractive, nicer, more beautiful, easier, in short, more desirable than what all the other competitors have in-house.

Dare to differentiate, show courage

This requires an adjustment to your offer. Of course you have to innovate for this, back to the drawing board because innovation is really necessary in these times. After all, your competitors are not sitting still either. If your organization stands still, your competitors will pass by at high speed. When renewing your offer, you start from what the customer needs and wants. Take a look at how your potential customers are solving their problems right now. For most problems, the customer uses an already existing solution. This solution does not necessarily have to be to be the best option for the customer. That's where your opportunities lie. It's about creating an offer that is different from what the competitor offers. Daring to differentiate, showing courage, that's what it's all about. That you deviate from what is seen as common in your industry.

Who is more important? You or the customer!

Many organizations have a strong internal focus. It seems that everything that happens within an organization is more important than what happens in the outside world. Many discussions and meetings are about margins, number of clicks, market share, costs, budgets and whatever else is brought to the table. It is its own business problems that the organization considers important. Unfortunately for you, customers really don't wake up at night about your business problems. This internal focus means that companies rarely or no longer go outside. For many organizations the ‘customer is central’ tell a nice story rather than the actual behavior. Experience shows that organizations simply do not know the goals and problems of their customers. As a result, a lot of efficiency is lost, partly due to the issues of the day and internal crises.

The Growth Canvas

But how do you develop products and services that customers really want? To apply the principles of a winning proposition, a tool has been developed, the Growth Canvas. This tool supports companies to change the perspective from inside-out to outside-in thinking and to (re)discover the added value.

Completing the Growth Canvas is done step by step. Together with the most important key figures within your organization, you implement the Growth Canvas. This provides the much-needed support within your organization. And just as important that with their participation you have a view of a broad and complete landscape. You start with brainstorming sessions in which you discuss one part and which take a maximum of half a day. If you have completed the first six parts correctly, the way is clear to complete the ‘Actions & Campaigns’ creatively, with or without an advertising agency. The Growth Canvas consists of seven parts:

  1. Organizational narrative: this helps organizations form and give direction to the future vision, it is the dot on the horizon.
  2. Market & Positioning: dividing the market into smaller market segments, an ultimate opportunity to take a unique position within your market.
  3. What problems does the customer experience: you identify the most important problems with which your target sound segment struggles and which you want to solve for them.
  4. Who is your core customer: start by describing the ideal core customer. Your core customer is the customer who will be central to everything you do. 
  5. What is the unusual offer: How do you make your offer unique? Or even better: how do you define an unusual offer? Because it combines tangible benefits with emotional benefits for the core customer.
  6. How do you seduce your core customer: The persuasion strategy is how you offer the unusual offer. It is that strategy that convinces your core customer to do business with you.< /em>

Actions & Campaigns: Go through the first six steps of the Growth Canvas and you will have the fun idea, the timing and the support in your organization so that nothing stands in the way of a successful marketing campaign.

You have now laid the foundation to tell your story to (potential) customers and ask for their feedback. With the Growth Canvas you will certainly create a Product-Market Combination (PMC) that is unbeatable.

Ruud Olijve

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