Who do you want your Customers to Become?

The purpose of every business is to create customers, as Peter Drucker said. Notice, he said “create” customers, not identify or find. Great companies not only solve customer pain points but also change how their customers think, what they do, and how they feel. Successful products significantly change people’s lives in significant ways.

The best way to create a customer and change your life is to think ahead. Michael Schrage, a research fellow at the Center for Digital Business at the MIT Sloan School, wrote for the Harvard Business Review: “The better we know and understand who customers want to become, the better we can invest in and develop the innovations needed to get them there. ”

This future perspective is not just about creating better products, it’s also about creating better messages. You need to be able to describe the vision and promised land to customers so they can join you.

Product design and sales teams can be myopic when they focus too much on the current customer problem and ignore their long-term goals. Can you help them achieve these goals? You can think as idealistically as you like, as long as you have practical messages, accurate data, and real solutions to back up your claims.

When researching your ideal customers, describe exactly how you want them to act, think, and feel like your customers. How do you want to change their lives? How will their lives change because of your product or service? How will your customers’ actions change with your product or service? When developing your Ideal Client Profile, it is important to think about this topic to have better results.