Does your What + How equal Wow?
Every solution offers two kinds of value: a fixed What-value and a variable How-value. Whether you become your customer’s crush depends on the How.
The What-value of a solution is provided by what it enables you to do – and it’s almost identical across competitors. All cars get you from A to B. All hairdressers cut hair. All hotels offer a place to sleep. The What rarely makes any provider stand out.
The How-value, however, can vary dramatically.
The How-value of a solution is provided by the benefits and drawbacks of its specific execution. While there are countless ways to execute anything, the market leaders show that certain approaches – certain „Hows“ – outperform others by far.
In other words:
The How of many products, services and touchpoints isn’t serving them as well as it could.
Obviously, not every company can be a leader. But every company can find a How for its solutions that make them stand out and better connect with its target audience!
Here is a little “trick” to get started with that:
It is critical to become aware of your customer’s “Wow-Threshold” (also known as the relevance threshold):
- Analyse the similarities in How you and your competitors execute your products, services and touchpoints
- Determine what your customers consider normal
- Find ways to exceed expectations at as many points in their journey as possible -> break through conventional thinking patterns
How you execute your solutions matters! So don’t aim for adequate, aim for wow.
Get strategic about how you design things.
