My summer reading list included The Wisdom of Crowds by James Surowiecki, which through various historical and societal examples, debates and details empirical research that the decisions made or rationale of “group think” often outweighs a singular expert’s advice or knowledge. While the recent advancements in technology, in my opinion renders various examples as antiquated, overall the book confirmed for me my passion and admiration for communities—building them, nourishing them, being a part of them. Places where collective wisdom, presence, and attention are in the here and now are some of the most courageous, expansive zones of held-space, compassion, and a deep expression for wanting to help others.
One of the topics that resonated with me within the book spines was the idea that consumers have a sixth sense when they are over paying and when they getting a bargain on products, due to their years of buying experience and the rather static/consistent market-pricing schemes (although inflation can disrupt this!). Consumers have come to condition themselves on purchases based on a static happy medium for budgeting within their earnings, and via their habitual—as well as splurge or impulsive—shopping.
So what happens when you bring new products into the marketplace? Novel pieces that appear :similar: to their older counterparts, but done differently. Luxury and artisan products aim to achieve this separation. They serve the same purpose—a vacuum cleans, running shoes protect and support the feet—but the imagination, expressiveness, and practicality—and often frivolousness—of capitalism, creativity and ingenuity, create massive bridges in price, raw materials, resources, distribution, caliber, and views stemming from social constructionism. To sell in this environment, you have to put yourself in the customer’s shoes to develop narratives, dialogues, and “them-centric” journeys and storylines, that intentionally take them out of previous thought patterns, and metamorphose their concept of value. One would hope, without gimmicks, lies, misinformation or hyperbole—which is where we put the hope in humanity’s desire to consistently improve their work, craft, etc.
There is a cogitation I’ve been having for some time, that has ultimately plagued me since entering the world of craft chocolate, which is “what will it take for people to really value—what experts in the field value—as quality?”. This following passage from the book about apples*, sums up a very telling piece of this quandary. *If you like them apples, have listen to the podcast episode with photographer William Mullan.
What’s interesting about that fair price in your head is that you came up with it without worrying too much about what other people think about apples. To be sure, you know what the grocer thinks apples should cost—the price he’s charging. And you have a history, presumably, of shopping for apples, which you rely on to figure out what’s a reasonable price. But essentially your decision boils down to a pretty simple calculous: How much do you like apples, and how good is this particular apple you’re considering buying?"
How much do your customers like chocolate? Most people will say they LOVE chocolate. It’s to the point of cliche—the blessing and the curse of working with perhaps the most beloved, mystifying food. I believe the question to ask yourself/your team, is not if your ideal customer does like chocolate, but specifically YOUR chocolate? What will you do to distinguish your creations? If everyone works from the most pristine, specially sourced ingredients…what’s your hook?
Many brands get stuck on repeat telling their story of why they started the business or rattling of recipes/flavors/suppliers—which are both important buttresses for the narrative and professional status of the brand’s architecture, yet, ‘traveling to origin after quitting your job as X to fall in love with cacao and your new business venture’ doesn’t :directly: include the customer.
Some questions to get you started alternatively, are:
+ How do you want this person or the final gifted individual to feel?
+ What will they want to know about your story that will resonate/intersect with their lives?
+ What do you want them to say to their friends about your brand or product? What do you want to be remembered for when they write reviews, or leave public feedback?
+ How many times a week/month/year do you expect this person to return as a customer; what will they return to buy (e.g. will they be a regular with repeat forecasted orders or primarily seek out your new creations?), and how will your marketing strategy account for these check-ins and communications to activate the sales funnel?
+ What facts would change their mind about the brand? It’s just as important to attempt an understanding of their non-negotiables and boundaries.
In your business have you proposed these or similar questions, or other exercises that have helped you close the gap to how your customers value what you do and offer :for: them?
Image source: Oil painting by Marianne North from the Kew Royal Botanic Gardens’ collection
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