Less Grand but still by Design

I was at the Grand Designs show yesterday. Same music as previous years and same layout. A new influx of massage chairs and beds (loads of them, with show-weary punters being pummelled looking like bodies in The Matrix  as they lay motionless with their eyes closed), the usual replacement windows, fabulous but dull kitchen sets, new gadgets you never realised you couldn’t live without. And Kevin McCloud being affable and knowledgeable as he slides gradually from challenging young TV presenter to friendly old professor.

It strikes me though that there’s a huge gap in the story presented at this show. As Laura Ashley blinds jostle with electronic wizardry, where is the lifestyle section?

Society structures, family structures, working patterns, technology… all of these are showing an unprecedented rate of change. The role of our homes – after being pretty much the same for a few hundred years – is suddenly changing dramatically. But we don’t yet seem to have learnt a new way of approaching the subject. We still look for a the “right” number of bedrooms in a new home – then decide which one will be used not as a bedroom but as the home office. In many homes we still put dirty washing in the kitchen and boilers in the bedroom. Walls are largely fixed, traditional “sofa plus armchairs around TV” type layouts are still default and the country must be littered with dining rooms that have lost their sense of purpose.

Who will be brave enough to radically rethink our home? Start with what we WANT, and ENJOY and NEED rather than what builders know how to produce or kitchen companies to fit?

If you were to take the concept of home and start from a blank sheet of paper, where would your musings take you? Put everything you already know about homes and really focus on what you want your place on the planet to do for you.

What words would you go for? Restorative? Invigorating? Soothing? Secure? Inspiring? What pictures can you rip from magazines to represent it? (Not just  the obvious ones from home magazines but maybe a landscape, a kind of food, a favourite song. Many of us want public space and private space. But maybe the private space is not just the bed but a place to relax, to be yourself. Does it need light? What sort? What is the right functionality and emotional response for you?

Few among us will ever be Grand Designers; finding a plot, living in a caravan, enjoying – as Kevin encouraged yesterday – the journey as much as the destination. But for many of us, thinking about our living environment with this degree of freedom will spark off ideas of things we actually can do in the here and now. Once we let ourselves believe that – unless we really want to – we don’t need to do anything the way our forefathers and foremothers did.

Putting the customer at the heart of your business

“The Customer is King” has been around as a concept since the first arrowhead trade fair. Are we getting nearer to living that belief or further away? What does the customer really think, and how can we harness their views to help rather than hamper our strategy development?
In this paper I examine some of the reasons why the customer often gets left out of the process, and offer suggestions for ways to reintroduce them.

Competitive Positioning – running away from the lion

running away from the lion ( competitive positioning and customer insight)

Getting inside your customer’s head for competitive advantage – after all there’s no point otherwise.

An eight step process to ensure your business gets the insights it needs, not the ones someone wants to sell you.

Read the full paper here Competitive Positioning

Being a Customer Interpreter

?In a world where we can access more numbers about more customer events than ever before, are we getting any nearer to seeing the world through our customers’ eyes? Or hearing our messages through their ears? Only by keeping our eyes, ears and minds wide open can we develop marketing and branding that will be seen and heard and welcomed by our current and future customers.

Read the full paper here Being a Customer Interpreter

What is a Customer Interpreter?

What a Customer Interpreter® does, and why it’s the key to a successful business. Including

  • 4 techniques for a Customer Interpreter
  • 3 applications for your business

If you run a business in your own country, you probably believe you speak the same language as your customer.

But do your customers think you speak the same language as them?

Overcoming the communications gap makes obvious business sense. More and more customers have choices and they choose suppliers and products that they can identify with. None of us like to feel misled, or patronised or misunderstood. So if they can relate better to your business, they’re more likely to buy from you.

To read this paper download the pdf here What a Customer Interpreter does

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