In today's fast-paced world, where new products and services are constantly flooding the market, it's becoming increasingly challenging for businesses to stand out and truly connect with their customers. Bernadette Jiwa's book "Meaningful" offers valuable insights into how companies can create products and services that resonate with their target audience and build lasting relationships.
Introduction
The digital age has revolutionized the way businesses operate and interact with their customers. With countless options available at their fingertips, consumers are no longer satisfied with just any product or service – they're looking for meaningful experiences that align with their values and solve their problems. Jiwa's book explores the importance of understanding customers on a deeper level and creating products and services that truly matter to them.
The Power of Customer Understanding
One of the key themes in "Meaningful" is the importance of truly understanding your customers. Jiwa argues that success in today's market isn't about creating a need for a product you've already produced, but rather about finding out what your customers need and what matters to them.
Google Images: A Case Study in Customer-Driven Innovation
A prime example of this approach is the development of Google Images. While Google was already a successful search engine, it became a household name by showing users not just what they searched for, but what they wanted. The birth of Google Images came from a simple observation of user behavior:
In 2000, Jennifer Lopez wore a now-famous see-through Versace dress to the Grammy Awards. This dress became the most searched item on Google at the time, with users desperately trying to find photos of it. Recognizing this demand, Google created Google Images, revolutionizing the way people search for visual content online.
This example illustrates how paying attention to customer behavior and needs can lead to groundbreaking innovations that set a company apart from its competitors.
Empathy: The Key to Successful Products
Jiwa emphasizes that innovation isn't just about making new, improved products – it's about designing things that truly matter to the people who use them. This requires empathy, the ability to put yourself in your customers' shoes and understand their experiences.
Apple's Customer-Driven Approach
Apple is known for its innovative products, but Jiwa argues that the company's true strength lies in its customer-driven business model. When developing the Apple Watch, for instance, the company spent two years considering how a smartwatch could improve users' lives. They observed people wearing the product to gather information on its design and functionality.
This approach led to thoughtful features like the ability to display or leave a message unread based on how long the user holds their wrist up. Such details may seem small, but they demonstrate a deep understanding of user behavior and needs.
Learning from Mistakes
However, even successful companies can make mistakes when they fail to empathize with their customers. Jiwa uses the example of Apple's misstep during the launch of the iPhone 6:
Apple automatically transferred U2's new album onto every iPhone owner's device and iTunes account, without giving users the option to delete it. While Apple thought they were offering a generous gift, many customers saw it as an intrusion. This incident highlights the importance of considering how customers will perceive your actions, even when you have good intentions.
The Shift from Commodities to Value Systems
Jiwa argues that customers today are no longer just buying products – they're buying into value systems. Successful companies understand this shift and focus on creating emotional connections with their customers.
Patagonia: A Company That Commits to Its Customers
Patagonia, the outdoor clothing company, exemplifies this approach. They employ 45 full-time staff members who make about 30,000 customer repairs every year. In 2015, they even sent a team on a road trip across America to repair customers' "tired and well-loved" clothing.
This commitment to sustainability and longevity aligns with Patagonia's philosophy of making high-quality, repairable clothing. By doing so, they're not just selling products – they're selling a value system that resonates with their environmentally conscious customers.
Mr Kipling: Adapting to Changing Customer Values
Jiwa contrasts this modern approach with traditional marketing strategies, using the example of Mr Kipling cakes. In the past, the company relied on conventional advertising, telling customers they made "exceedingly good cakes." People accepted this at face value.
However, as consumer awareness grew, people became more interested in the ingredients and nutritional value of their food. When sales began to slow in 2014, Mr Kipling invested over £10 million in new packaging design and clearer nutritional information. This shift demonstrates how companies need to adapt to changing customer values to remain relevant.
Innovation Through Solving Invisible Problems
One of the most intriguing concepts Jiwa introduces is the idea of "invisible problems" – issues that we encounter so frequently that we no longer see them as problems. Solving these invisible problems is often the key to true innovation.
The Invention of Windshield Wipers
Jiwa shares the story of Mary Anderson, who visited New York in 1902. During a rainy streetcar ride, she noticed how drivers struggled to see through their windshields. This observation led her to invent windshield wipers – a feature we now take for granted in automobiles.
The Birth of GoPro
A more recent example is the creation of GoPro cameras. Nick Woodman, an avid surfer, couldn't find a camera capable of capturing his surfing adventures. Recognizing this invisible problem, he designed a wearable camera that could shoot high-quality footage without interfering with the surfer's movements.
GoPro's success – from $150,000 in revenue its first year to $512 million eight years later – demonstrates the power of identifying and solving invisible problems.
Understanding Your Customer's Worldview
Jiwa emphasizes that to truly innovate, businesses need to understand more than just their customers' feelings and problems – they need to grasp their worldview. This includes how customers perceive things based on their experiences, beliefs, and culture.
IKEA's Cultural Adaptation
IKEA's approach to entering new markets illustrates this concept perfectly. The company took six years to open its first store in South Korea, recognizing the importance of understanding the country's unique culture and its citizens' worldviews.
IKEA's 360 stores worldwide vary significantly from country to country. For example, a Japanese bedroom display might feature traditional tatami mats, while an American one would be more spacious with lots of pillows. This cultural sensitivity is reflected in IKEA's catalogue, which is available in 67 versions and 32 languages, each tailored to a particular worldview.
Creating a Meaningful Story
Once you understand your customers' worldview, Jiwa suggests building a meaningful story that resonates with it. She provides a blueprint for this process:
Go beyond basic demographics: Learn how your customers spend their time and what invisible problems they encounter. Communicate with them daily, using information technology to gather data.
Brainstorm improvements: Consider how you can enhance your customers' lives and what they truly want. This process can uncover important ideas for your product or service.
Determine customer preferences: Use your insights to decide what type of product, service, and marketing style your customers will respond to best. Focus on the features and capabilities necessary to solve their problems.
Envision the customer experience: Have a clear idea of how the customer should feel when using your product or service.
The Importance of Soft Data
While many companies focus on collecting hard data about their customers, Jiwa emphasizes the value of soft data – feedback, stories, and even body language. For example, Black Mill Clothing consults user preferences on Pinterest before releasing a new collection.
This approach to data collection provides a more holistic understanding of customers, allowing businesses to create products and services that truly resonate with their target audience.
Final Thoughts
"Meaningful" offers a fresh perspective on how businesses can thrive in today's competitive marketplace. By focusing on understanding customers, solving invisible problems, and creating products and services that align with people's values, companies can build lasting connections and achieve sustainable success.
Jiwa's insights challenge businesses to look beyond traditional marketing strategies and product development processes. Instead, she encourages a more empathetic, customer-centric approach that can lead to truly innovative solutions and meaningful customer relationships.
The book's key message is clear: building a meaningful business is all about understanding customers – their perspective, their worldview, and what they expect from you. By directly consulting customers and considering their needs and values at every stage of the process, businesses can produce products that make a difference and build compelling stories around them.
In a world where consumers are increasingly discerning and have countless options at their fingertips, the ability to create meaningful connections is more important than ever. "Meaningful" provides a roadmap for businesses looking to cut through the noise and truly resonate with their target audience.
As we move forward in an ever-changing business landscape, the principles outlined in "Meaningful" will likely become even more crucial. Companies that can master the art of understanding and connecting with their customers on a deeper level will be well-positioned to thrive, innovate, and make a lasting impact in their respective industries.