“I think it would be very useful for any company to use this type of process, this type of approach, to clarify who your customer is, clarify what your messages to that customer, clarify what is the service you really are providing for them, and make it clear and concise and accessible.
…two things that I got, one was to really have us think our answers, and really work through the process of what’s the message. Get ourselves clear about what’s the message, and who is the listener, and how are they perceiving it? Because you could create all kinds of messages, but if it doesn’t register with the receiver, it’s like having a well-insulated house with soundproof windows. And somebody outside with horns and everything is screaming and yelling, but nobody can hear it. So, I think you really had us work that in a way that people could hear it. And if they can hear it, then we could do some business together. Then we can be a service to people.
The second thing was really working through our own understanding of who our customers are. Our company, over the last 35 years, has evolved into many services. So it’s easy to think of one service of this service or that service. But to integrate it all and to be able to give that message to all the customers we have, it was a real challenge. And your guidelines, your message guidelines, helped us to navigate through that and clarify our own thinking.”