B2BMX2018

A brand transformation perspective ZOMBIES/PHANTOMS/SHADOWS 3 Threats to Your Experience Innovation Initiatives 12 4. Look for tensions in motivation. There can be no innovation without a problem. A tension in motivation is a problem worth solving. When, in the context of the problem-space you are studying, you find one or more tensions in motivation— the tug of contrary desires or an apparent contradiction in the justifications for a customer's behavior or decisions—you have a basis for categorizing customers in ways that lend themselves to strategic creativity. There are many differences between customers; differences in habitual orientation to a widespread tension in motivation become a powerful predictor of how people will react to experiences and innovations that don't yet exist. 5. Don't stop when the research is finished. A strategic segmentation model can expand over time with new layers of data and with new heuristics for interpretation and application of the insights. When the research is finished, the real work is just beginning. Change leaders know that structuring strategic segmentation insights and data in ways that can be used by people to solve their problems and do their jobs is absolutely critical to the success of the segmentation model and the survival of the insight it can produce. The process of defining and renewing segmentation, keeping it current with present market circumstances and integrating multiple factors (for instance, by layering up behavioral and demographic covariates over attitudinal clusters) in the segmentation framework can reduce the scale and opacity of the shadows. It can refresh your view of the customer, clobbering zombies and chasing off phantoms. Whether you're deliberately establishing your segmentation model for the first time or refreshing one that's become stale, such a strategic initiative may be the first critical step in shaking up your industry, in finding blue oceans, in destabilizing the safe havens that competitors presently enjoy, in preventing those safe havens from becoming the platform for a disruption of your business and in designing experiences for your customers that really connect. …your segmentation model…may be the first critical step…in destabilizing the safe havens that competitors presently enjoy, in preventing those safe havens from becoming the platform for a disruption of your business and in designing experiences for your customers that really connect.

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