The first phase of the
identifies focal markets where a company can thrive
profitably as a superior choice when compared to other
providers in the same market.
Our approach to this work is akin to
creating a “virtual movie” of the “day
in the life” experience of your customer. We interview
multiple companies in comprehensive, several hour settings
asking probing and insightful questions. These questions
are meant to cause the customer to “tell the story”
about their experience in the marketplace, and what’s
frail, suboptimal, or painful about it.
When the process is complete, we will
have specifically identified some set of customers who
will perceive you as capable of serving them better
than anyone. The ultimate goal is to provide the insight
to make confident decisions about how and where to focus
the sales efforts.