Your business is a taxi service
People have very different mental pictures about what their business is.
Leaders see it like a boat, where we all need to row together.
Product people see it like Jobs' garage where the future is made.
Hustlers see it like a cannon aimed at the moon as they reach for the stars.
We see it like a taxi service.
Customers don't care about the taxi… yet
Of course they don't care yet. Why would they.
Yours could be a year-model car, with chilled water in the back seat, their favorite jazz on the radio, and a great conversationalist in the driving seat.
But none of that matters.
Not until they know you can pick them up in the right place, and drop them off in the right place. Only then do any of the other details matter.
The path to them being interested in what you have going on (and showing it), it through being interested in what they have going on (and showing it).
StrategyComics helps brands do that by basing the entire buyer experience design on what the your customer truly wants to do. It defines them like characters in a movie. It defines their story like the plot in that movie. It maps every action customers want to take onto that storyline, based on what they needs in each chapter. Your brand is an aide in their story. Now you'll always remain focused on the right thing at the right time.
A good ride beats a good taxi
Old, musty car. No air conditioning. No music. The driver is socially-awkward, but knows the specific route you want to take like the back of his hand, and has taken that sole route every day for almost a decade.
Compare that to a brand new, year-model car. Freshly gassed AC. Chilled waterbottles in seatback nets. Your favorite jazz band on the radio. Friendly driver, who makes his way around with his smartphone's maps app, joining the same congested route as everyone else because he doesn't know the local secrets.
Which ride would you choose?
Knowing the journey a customer truly wants to go on, focusing on the details that matter most to them, is a great way to start building a ride they want to take.
That's why StrategyComics maps each key marketing function onto the customer's ideal journey. Because nothing else matters if you dont know the way.
Know their favorite route
First, learn the way. Then, learn a better way.
Most assume they know the best route for any taxi to ever take.
Surely it's the fastest path from A to B, right?
Lots of missed opportunities hidden in this assumption, and many like it.
Perhaps they're in a hurry. In that case, sure, they want to get there ASAP.
Perhaps they're famous. Maybe they want to get there as discreetly as possible?
Perhaps they're tourists. Maybe they want to get there as scenicly as possible?
Consider the last example for a moment. Armed with that information, now you can plan scenic routes depending on what's between their destinations. You could learn the sights and tell customers all about them on the route. You could have free city guides in the seatbacks for customers to take.
Who are they going to call next time they take a trip there?
Would they even dream of calling anyone else?
That's why StrategyComics focus on getting the routes defined, then build each part of the marketing experience around that. Because there's a whole world of competitive advantage available to brands that get the route right.