August 4, 2015

Adopting the Cluetrain Mindset

"We are not seats or eyeballs or end users or consumers. We are human beings and our reach exceeds your grasp. Deal with it."
Cluetrain Manifesto (1999)

I’ve never endorsed or sold anything on this site but I felt compelled to share a story with you about my phone. I’ve been a BlackBerry customer since they made pagers. The culture at the company hasn't been great for years but I like the phones. I’ve been a (reasonably) satisfied customer. So far.

I live half an hour from their world headquarters. I know people who work there. I also know many who no longer work there. I realize gadgets break down but this is about much more than technical issues I had with my Z10.

Time to Switch

In my case, calls would often go straight to voicemail, the ear bud connection was temperamental, others would often say they couldn't hear me properly. I would contact my service provider and they would blame BlackBerry.

It’s disheartening when you go onto the BlackBerry site and the only people trying to solve issues are other BlackBerry owners. The company was no help and lost another customer. That’s how arrogance loses market share.

We know better

This isn't about mobile devices; it's a contrast of one company understanding that customers want choice and a good experience while the other felt they built the superior device years ago and all others should fall behind them.

The moment you think your company owns the hill, listen carefully for the sound of marching feet on the way to push you into the abyss. Being a market leader is not only about profits, it’s about appreciating what customers want.

After the cash register

Building great stuff is a minimum requirement. Building superior stuff will create loyal customers. Ignoring how you got there will give customers the choice to open their wallets to a competitor. I'm enjoying my new iPhone 6. It's pretty cool.

Celebrate the fact your users, listeners, viewers, buyers, customers, or clients have the choice and ensure you are there to provide them what they need. This is not to suggest you bend until you break but their reach exceeds your grasp.

Deal with it.
Kneale Mann | People + Priority = Profit
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