Balance who you are and what your customers need.

March 28, 2008 at 10:02 am 1 comment

In a recent post, I talked about the importance of seeing your products/company the way your customers see them. This morning, I stumbled across an article written by Tom Zahniser, a former colleague at Vistage International. He adds a second, equally important dimension to the mix.

Speaking to entrepreneurial leaders, Tom said that the surest way to grow a business is to understand who you are and how your customers see you. The first step is to be clear about who you are:

  • What is your unique gift, talent or knowledge?
  • What problem do you love to solve?
  • What do you love about your work, and how can you do more of this?

Then you must turn things around and see things from your customers’ perspective:

  • What need do you satisfy, and how does this benefit them?
  • Why are you uniquely the best company to satisfy this need?
  • How would customers measure or assess what it means to be the best at what you do for them?
  • Using the same criteria, how can you demonstrate that your business is world-class at this?

Tom has provided a concise outline for a next generation strategic plan, one that balances who you are and what your customers need. To read more, click here.


Tom ZahniserTom Zahniser is chairman of a CEO peer-advisory group with Vistage International and an executive coach and consultant based in Mercer Island, WA. (email)

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Entry filed under: key executive coach, marketing, strategic planning. Tags: , , .

What do blogs have to do with marketing? Tapping the wisdom of customers.

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