The proposition gap
There is absolutely no replacement for real human insight. None.
Occasionally, I’ll hear things like “we already know what our proposition is” or “there’s no need to speak to customers.” A danger sign immediately goes off in my head. And it’s not because I think these brands don’t know their customers–they often do. However, there’s a richness and nuance that can only come from speaking with your current and aspirational customers. It’s a step that you absolutely, positively can’t afford to skip. And it’s your best chance to quash something I call the proposition gap.
The primary issue is that there is typically a significant difference (or gap) between how your proposition is delivered by your business and how it’s actually experienced and valued by your customers.
For example, a professional services firm that is driving transformational change with their customers…may be doing exactly that. But is “transformational change” something customers can wrap their heads around? Well, no.
The good news is, we spoke with their customers. They told us the thing they value most is that the team they work with picks up their call. They are accessible when you need them most. And they listen, taking tangible action based on what they hear. That’s what customers value, not buzzy phrases like “innovative solutions,” “unlocking synergies” or, you guessed it, “transformational change.”
It's funny. The longer I’m in this business the more I see that it’s often the simple stuff that really matters to customers–what they prioritize and value over everything else. Like being accessible, really listening, showing you care. Human stuff. And these meaningful nuggets only come out by speaking with them, hearing their stories and capturing the anecdotes they most fondly remember.
It’s how many brands are differentiating themselves in a sea of buzzwordy sameness. Talking about the actual experience you’ll have working with them…and then making good on those promises in a tangible, people-led way that customers can feel and recall with delight.
Human insights are gold. They help us do things we otherwise couldn’t or wouldn’t, such as…
They kill assumptions
Many brands have assumptions about what their customers value. Inevitably, some are totally right…but others are totally wrong. A client we worked with on a new proposition believed that a longstanding dedication to innovation in their space was a key value driver. But this was quickly and unequivocally debunked when customers to a tee all said, “I don’t want innovation, I just want choice…but not too much choice.” Without human insight behind our work there’s real risk in not only getting it wrong, but, more critically, leading with a message that’s actually a net negative for customers.
They define the true emotional footing
It’s hard to define exactly how you make customers feel. So we need to ask them. Not just in a quant survey where their options are trust, confidence and the like. But by talking to them. In hearing from customers, you’ll uncover things like “it’s not confidence in the data I need, it’s support in making the decision and the follow-through actions.” This might seem like a small nuance, but the difference between building a brand centered around data-led confidence versus thoughtful support is massive. It would completely alter your messaging, voice and the look and feel of your brand–directly targeting what’s important rather than something secondary, at best.
They enable us to play it back
For better or worse, we tend to like people who are like us. If you meet someone who says things the way you’d say them or shares similar interests, you’re more likely to feel an affinity. The same is true of brands. We want brands to stand for and talk about the things we care about. So by hearing the words of your customers and then using the keywords and phrases they shared, brands can make themselves more relevant. It builds a familiarity that leads to feeling heard and understood on a deeper level.
They’re worth the time and effort
So if human insight is the silver bullet to eliminating the proposition gap, then why doesn’t every brand collect and act on it? Time. Because taking the time to do it right can be viewed as a luxury. Scheduling time to speak with customers is often onerous, tricky and politically difficult, but it needs to be done. Building an awesome brand means taking the time.
Don’t get me wrong, I know there is time pressure on everything. There’s always that conference, key all-hands meeting or precious time booked with the CEO. I get it, and there are some shortcuts in building a brand that I’ll accept.
Missing out on real human insight just isn’t one of them.
