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Customer Value Is All That Matters In Business.

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Value creation is – or should be – the number one concern of every business and everyone in business. The term means value for customers. If a firm does not generate value for customers, it is not in business and can’t possibly serve other constituencies like employees, shareholders, stakeholders, and local communities.

Businesspeople must think deeply about value and understand it fully, and it’s not always the case that they do. Let’s start at a higher level than the business firm, at the level of the economy. What is an economy? It’s how well-off a group of people make themselves with the resources they have available to them to work with. It’s the shared well-being of that group of people. It’s their quality of life, their enjoyment, and their satisfaction. In other words, the economy is not just the goods and services we produce or the dollars we exchange with each other to buy and sell goods and services. The economy is value that is generated for people – feelings of satisfaction, of joy and reassurance, and security, of meeting not just functional but also emotional and spiritual needs. The pursuit of economic value takes on purpose and meaning when it’s viewed through the eyes of people – and people are customers for business.

If we now return our focus to the level of the individual firm and its customers, we realize that value generation at this level in the economy must embrace and address the same feelings of satisfaction, joy, emotion, and spirituality. These feelings must be present in the value propositions that businesses make to customers. Each individual customer’s current state is a dynamic function of multiple values that they are trying to balance. You can refer to various analytical models for people’s value bundles. Here’s one called the Schwartz Theory of Individual Values. A quick look tells you that people are integrating values as diverse as pleasure, conformity, and security (and many more) into their everyday decisions and choices. The balance changes in every situation and from moment to moment.

Any business engaged with any customer at all must be conscious of the range of individual and cultural values that are in people’s minds and consciousness. If your customer is part of a firm in a B2B relationship with you, then you need to take account of the shared values of the firm you are dealing with, which will color and shape the decision-making of the individual you are engaged with.

From this perspective, value creation can be seen as pretty complex. Quite forbidding, even. How do businesses manage? There are a couple of simplifying approaches.

Get the direction right.

Value is a process. Your customer is continuously learning about value – what they themselves value in any specific situation and at any specific time. Their evaluation is changing. But they are seeking one direction, which we can call betterment: improving their feelings of satisfaction. Value is a change in status from one of less well-being to one of greater well-being. It is an increase in well-being. That means that you may not need to understand every nuance of the balance of the customer’s multi-functional values system. You just need to measure and monitor whether their feeling of well-being and satisfaction is moving in the right direction, towards betterment.

Get aligned.

While it is probably too demanding to try to identify every position of every customer on every vector of the Schwartz Value System or one like it, there is a less demanding way of value mirroring, and that’s alignment. If your position on your own value system is reasonably well aligned with your customer’s (you’re not in conflict, at least), and perhaps even better aligned than your competitor’s, then there’s a good chance of forming a value partnership: you make a value proposition that they can feel good about accepting. Alignment comes from an analysis of what matters. What matters most to your customer? You can ask them; it’s often very hard for them to articulate their values, but they might be able to answer a question about what’s important to them, at least at this time, in this situation, and regarding this deal. (Bill Sanders told us how just asking the question can “expand the value pie” in any contract negotiation with any customer.)

If what you think matters is close to what the client thinks matters, then there is the opportunity to become value partners, to make a deal or make a sale or make an exchange.

Empathy And Knowing Your Customer.

The business skill that underpins the generation of customer value is empathy. This is not a casual “get inside the customer’s head” routine. Value empathy is a product of the rapidly advancing knowledge of neuroscience that is spreading into business methods, combined with an understanding of complex adaptive systems thinking. Empathy starts from the concept of a mental model – a way of seeing the world and processing the information gleaned from sensory inputs – hearing, seeing, touching – into an individually cogent perspective. Every individual operates a unique and different mental model. The process of empathy is first to construct someone else’s mental model – the customer’s – and then run new information through it – the new value proposition that the business wants them to consider. If the business has constructed the customer’s mental model accurately, it should be possible to make a reasonable prediction as to how they will react to the value proposition. It’s not infallible, but it’s also not guessing, not projecting, and not wishful thinking. It’s not even marketing – that comes later if the business wants to attempt to change or modify the customer’s mental model. There’s a learning process, and humility is called for in thinking about customers’ complex mental processes.

Empathy is knowledge-based, unlike sympathy, which is emotional. Therefore, the more a business knows its customers and the more they know about their customers, the greater the potential for an accurate empathic diagnosis of the customer’s mental model. The first step in value creation is selecting the right customers for your business – customers you can know well and will enjoy knowing.

A Value-Dominant Business Culture.

Many of the criticisms aimed at big corporations today are the result of businesses’ failure to understand value. The claim to maximize shareholder value, but this is a financial calculation, not the generation of valued experiences for customers which is the true purpose of business. They claim to pursue stakeholder value, where the term stakeholder is amorphous, but generally taken to include employees, the population of the communities in which offices and factories are located, sometimes the environment, and sometimes even the government. None of these business activities fall under the true heading of value creation – only customer value fits. All else follows: profits (signals from the customer that they fully approve of the value they receive), stock price appreciation (reflecting the discounted future cash flows from satisfied customers), and stakeholder benefits (profitable companies with a loyal customer base are more likely to support all of their other constituencies).

Customer value takes care of all the other values. That’s why it’s all that matters.

Six Superior Characteristics Of The Entrepreneurial Society.

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We live in a political society. Politicians and the bureaucrats whom they enable hold all the power. Most people despise them.

Why? Because of their role. They exist to argue over the division of the economic pie that others produce. Politicians despise production and elevate themselves over producers. The fact that they behave badly in the performance of their role merely exacerbates the disdain in which they are held; it is not the primary cause.

The producer role is played by entrepreneurs. That’s the economic term for those who monitor what politicians call (but never truly examine) the will of the people: what people want, what they need, what they prefer, how they feel, what pleases them, and what disappoints them. Entrepreneurs gather this information by listening. They process it through their empathy – the skill of imagining what it’s like to feel what others feel – and decide whether there is a business’s opportunity there. That depends on many variables – the intensity of the need, its durability (how long will it last if unfulfilled), the viability of assembling resources and a business plan to produce a good or a service to meet the need, the likelihood of people buying the solution from one entrepreneur versus another.

Collaboration.

There are important human values at work here. There’s collaboration. People need entrepreneurs to find new ways to solve their problems or meet their needs. Entrepreneurs need customers to channel the market rewards they seek to keep their production going. This symbiosis is the essence of the market system, raising everyone’s boat through the collaboration of buying and selling.

Shared emotion.

There’s the animating emotion of wanting. Human beings act in a conscious way to improve their circumstances. They want something better than what they experience in the present. This is the energy that drives civilization all progress. Consumers want need fulfillment. Entrepreneurs want to feel the fulfillment of acting as the solution source. This is how mutual wants come into alignment in society. 

Listening.

There is listening. There is none of that in politics of course. Yet it’s the core informational input into the entrepreneurial process. The first question in that process is, “What do I know?” Entrepreneurs need continuously updated information about the market, about trends, about preferences, about available options, about pricing, about competitors, and about a thousand other things. They get it through listening. It’s a humble mindset – not dictating or declaring or asserting, not jumping to conclusions, not arguing or contradicting, not wishful thinking, just listening. 

Empathy.

And there is the core entrepreneurial skill of empathy. How can we understand what others feel they need to make their lives better? We all have consciousness but we are not gifted with experiencing the consciousness of others. To be an entrepreneur, it’s necessary to overcome that cognitive barrier. How? It’s a mental modeling process. Entrepreneurs build a mental model of how others – customers – think and feel. It’s not their own mental model, so humility again comes into play – the humility of trying to understand and appreciate another’s point of view. It’s a kind of self-sacrifice – sacrificing one’s own ego in order to feel the way another person feels. 

Sacrifice.

In fact, sacrifice is fundamental to successful entrepreneurship. It takes mental sacrifice to understand others’ needs. Then it requires the sacrifice of time and resources in production to design, assemble and produce the goods and services which will become the value proposition to the customer. To serve others with economic offers and innovation is an ethic of devoting one’s present to the future satisfaction of customers. It’s for this sacrifice, when successful in the eyes of the customer, that the entrepreneur is rewarded. 

Value.

The result is an ever-increasing pool of value. In entrepreneurial economics, value is the customer experience that transpires when the offer made by the entrepreneur is successful in making the customer feel better. Value is a feeling, a good feeling. Entrepreneurs aim to generate value – only the customer can actually create it via their own experience. The more value the entrepreneur generates, the better the customer experience and the greater the ultimate reward to the entrepreneur. The mutuality is self-reinforcing. The whole society is raised up.

A Better Society.

Imagine what society would be like if it were entrepreneurial and not political. It would be characterized by the values of collaboration, emotional sharing, listening, empathy and sacrifice. It would be productive, because entrepreneurs always figure out how to generate more value with less input and fewer resources. It would be about a growing pie for all rather than a political fight over the division and redistribution of the pie. The entrepreneurial society would be much superior to the political society. Let’s work to create it.

Entrepreneurship Is Our Highest And Most Productive Technology.

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Technology is a means to a better life. Few would dispute the case today. Whether you think of food production or air conditioning or medical services or smartphones and computers and software, our living and working conditions are better as a result of technology. We would not want to back to pre-technology days, and most of us would not want to go back to the earlier technology days of, say, the 1700’s. There was technology back then, but it couldn’t be as useful to us as it is today.

W. Brian Arthur has written a useful book called The Nature Of Technology: What It Is And How It Evolves. At the outset, he asks the question: what is technology? How do we define it? He proposes three separate but related definitions:

  1. Technology is a means to fulfill a human purpose, a means to an end as economists phrase it. The means might be a diesel engine to power your car to get to work, or a roller bearing to reduce friction in the work of a machine. Technology is always a means to carry out a human purpose.
  2. Technology is an assembly of parts and practices. Bio-technology, for example, combines many toolboxes of individual technologies and practices such as laboratory research and injections into the human body.
  3. And technology can mean an entire collection of devices and practices available to us as a culture or a society.

Arthur illustrates the three meanings with reference to a F-35 carrier-based fighter aircraft. It’s a means to the end of displaying power and making war. The aircraft itself is an assembly of parts and practices: a jet engine, wings, avionics. Each of these is an assembly of sub-assemblies: the jet engine has an air inlet system, a compressor system, a combustion system, a turbine system, and so on. Each of these sub-assemblies has components. And they all use the practice of engineering. 

And the F-35 is part of a larger collection of devices that constitute the carrier battle group, the Navy, the armed services, and the military-industrial complex.

Then Arthur adds another element to his definition of technology. In all its forms, technology harnesses phenomena. Oil refining harnesses the phenomenon that components of vaporized crude oil condense at different temperatures. A hammer harnesses the phenomenon of transmission of momentum from a moving object to a stationary one. A humble radio receiver harnesses phenomena including induction, electron attraction and repulsion, voltage drop across resistance, frequency resonance and more. Arthur’s point is that phenomena are the indispensable source from which all technologies arise.

What this excellent author and his penetrating analytical description of technology in society misses, it seems to me, is the most productive and beneficial technology of all: entrepreneurship.

Entrepreneurship is technology in every one of Arthur’s definitions. It is, first, a means to fulfill a human purpose. That purpose is a better life – to bring into being a better set of circumstances, a preferable set of conditions, than exist today. Entrepreneurs pursue this end for others now, in order to achieve it (later) for themselves. 

Entrepreneurship is also assembly. In fact, economists use that very word to portray the act of entrepreneurship: assembling resources, capital, processes and people, and organizing them in teams and firms and corporations in order to achieve their human purpose. Entrepreneurship brings about lasting institutions to transmit the achievements of assembly across generations and across geographies.

And entrepreneurship is a collection of actions and practices for the benefit of society and the strengthening of culture. We study entrepreneurial history to understand how the actions of individual entrepreneurs, embracing risk and defying uncertainty, have led to civilizational advance, scientific understanding and commercial discovery. Entrepreneurship drives social evolution and technological evolution. Entrepreneurs experiment and try new approaches and build new devices so that we can all benefit from the learning that comes from both success and failure. The entrepreneurs bear the brunt of the failures and the rest of society benefits from the successes.

And what are the phenomena harnessed by entrepreneurship? The first is the most fundamental of all: the phenomenon of human action: that humans act, take decisions and make choices in order to improve their subjectively-perceived conditions of life, to make things better. And there is a special second phenomenon that is particularly harnessed by entrepreneurs, that of anticipative understanding (as Ludwig von Mises termed it): the reasoned, sensible, intuitive anticipation of that future better life, based on their tacit knowledge, their subjective understanding, their empathy and their experience. Successful entrepreneurs harness this phenomenon better than other people, though it may be available to all.

It is not the technology of the F-35 or the computer or the smartphone or of biotech that makes life better, or that advances civilization. Those are secondary outcomes of the complex human system powered by entrepreneurship. The conditions of life can be continuously improved and our human state can be continuously elevated because we have entrepreneurs who can harness the phenomenon of human action aimed at betterment. Entrepreneurship is the meta-technology, making all sub-assemblies and components possible, continually driving advances in other technologies, society, the economy and civilization.

98. Mark Packard’s Empathic Mental Model for Predicting Future Customer Value

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Empathy, properly employed, is a robust business tool that smart entrepreneurs use to design winning value propositions.

Download The Episode Resource Empathy As A Process Tool – Download

Key Takeaways & Actionable Insights

Here’s why empathy matters for entrepreneurs.

Entrepreneurs’ success depends on what others do — those others being customers. The entrepreneur has the goal of customers buying, as a result of listening to their preferences and meeting them.

But there’s a little more work to do than just listening. As we discovered in Dr. Mark Packard’s previous podcast episodes, the customer is engaged in a continuous, dynamic, and ever-changing value learning process: learning what they, subjectively, really want. So they can’t tell you what they prefer when they are still engaged in the learning process. So listening, while useful in gathering factual knowledge, isn’t quite enough for the entrepreneur to embark upon designing a solution.

The entrepreneur must develop a special kind of “needs understanding” for their chosen customer group.

As Dr. Packard stresses — and as is foundational to the application of Austrian economics to business — the customer determines value, and that value takes the form of an experience: how customers feel about the experienced benefit of an economic exchange like buying a car, driving it, getting it serviced, and sensing the esteem of others for the choice they made.

There are two kinds of knowledge, factual and tacit. Your customers can communicate factual knowledge to you. They can’t communicate tacit knowledge, because it is derived from experiences that only they can feel.

So entrepreneurs must find a tool to represent the tacit knowledge that’s locked in the customer’s mind — a tool for “needs understanding”. The tool Dr. Packard proposes is a mental model the entrepreneur can use in the empathic process.

Importantly, empathy is not emotional mirroring — feeling what another person feels. It’s an active implementation of the entrepreneurial imagination, a cognitive act that the entrepreneur can plan and perform.

The process of modeling “needs understanding” starts with factual knowledge, purposely gathered and organized.

What entrepreneurs must pursue is deep learning about why customers feel the way they do about their experiences The goal is to gain insight in order to be able to improve consumers’ future experience. This requires knowledge-based inference from your empathic imagination about the causes of the current experience.

To do that, entrepreneurs need substantial background information—especially the personal and situational context surrounding the experience: the specifics of who, what, when, why and how. It’s not about imagining the experience of random people; it’s about learning a lot about a specific person in order to be able to successfully empathize with them.

Factual knowledge can be run through the entrepreneur’s mental model.

Once factual knowledge of the customer, their context and their current experience is gathered, the entrepreneur makes two runs of this information through their mental model. Think of it as running a simulation — a mental simulation.

  • The first run of the mental model is based on the entrepreneur’s own experience. Pick an experience that you’ve had and can self-analyze, so that you have a model of what that experience feels like. Now run the information you’ve gathered about the customer through that model — what does it suggest that they might feel? For example, think of an experience that you’ve had where you bought a product you expected to enjoy, and it disappointed. What did that feel like?
  • The second run of the mental model is the empathic mental model based on the entrepreneur’s understanding of the customer’s current or recent experience as told during knowledge gathering. You can understand what you felt like when a product disappointed. Now you imagine what the customer feels like or felt like as a consequence of a comparable experience.

The final step is to project the empathic mental model into the future.

The ultimate goal is to imagine what the customer’s feeling would be like in the future, following an experience with a new product or service value proposition offered by the entrepreneur. This is a projection — one that can be carefully constructed from the two previous runs of the mental model.

  • Create a mental model from your own experiences.
  • Run that mental model for an experience that a customer has reported to you that they have felt in the past.
  • Then run a projection of that model for the new experience you are planning to offer.

The more developed this skill becomes, the more confidence you can develop in your empathic projection, and the better you will be able to evaluate the business opportunity you are imagining you will design and create, and the value the customer will experience.

Just as the customer learns what to value, the entrepreneur can learn to project future value.

Dr. Packard emphasizes that the customer is continuously engaged in a learning process — assessing value propositions, making decisions as to what to buy and what to try, then evaluating the resulting experience — was it better or worse than expected?

The entrepreneur must keep up with this learning process, monitoring the customer’s dynamic subjectivism, their ever-changing preferences amidst an ever-changing context.

By keeping up via continuous monitoring, the entrepreneur will be able to make multiple runs of the empathic mental model, and test the model results for increasing predicted value.

Free Downloads & Extras From The Episode

Empathy As A Process (PDF): Get It Here

“The Austrian Business Model” (video): https://e4epod.com/model

Start Your Own Entrepreneurial Journey

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68. Steve Phelan Explains Why Entrepreneurial Intelligence Beats Artificial Intelligence

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Artificial Intelligence promises cognitive augmentation for business practitioners. Professor Steven Phelan’s research reveals that Entrepreneurial Intelligence is far more important and far more likely to influence business success. He explains Entrepreneurial Intelligence and why it will always beat Artificial Intelligence on this week’s episode.

Key Takeaways & Actionable Insights

What is Entrepreneurial Intelligence?

For Steven Phelan, “It’s all about the spark” — the moment of inspiration in combining disparate elements together to develop a new solution. Humans draw on “the fringes of consciousness” to create new constructs.

Entrepreneurs also take risks, investing time, talent and treasure in their venture in hopes of gain, yet understanding that they could lose something of value to them in the endeavor.

Entrepreneurial Intelligence vs Artificial Intelligence

Click on the image to view the full PDF.

How do we contrast Entrepreneurial Intelligence and Artificial Intelligence?

First, we need to differentiate between the narrow and general forms of AI. Narrow AI is software that can solve problems in a single domain. For example, a Nest thermostat can raise the temperature or lower it in a room according to a pre-set rule. “If this, then that” is the general rule for this kind of intelligence. The parameters are designed by the programmers.

For the unstructured problems of life and business, a truly intelligent computer would have to figure out for itself what is important. Part of the problem is that understanding or predicting human motivations — as entrepreneurs do — requires a “theory of mind”, an understanding of what makes humans tick. Entrepreneurs need empathic accuracy — unavailable to AI — to anticipate the needs of consumers. A sentient computer would need self-awareness or consciousness to truly empathize with humans, and have a set of values with which to prioritize decisions.

What’s the role of machine learning?

If you work in a business that generates a lot of data, it can be mined by data scientists for patterns, and those patterns might indicate a better way to respond to customer needs. The richest source of data is behavioral — like choosing songs to listen to on Pandora. Machine learning can detect a pattern of what kinds of sings a user chooses most. A human interpreter can translate those patterns into preferences — in other words, motivations are embedded in behavior and machine learning can help entrepreneurs extract them.

So, the entrepreneur’s best resource is entrepreneurial intelligence.

The psychologist Howard Gardner helped us to recognize many types of intelligence, including math, language, spatial, musical and social. There are two types that might be indicative of entrepreneurial intelligence: EQ (Emotional intelligence) might be associated with intensified empathic skills and empathic accuracy; CQ (Curiosity Intelligence) is linked to the kind of creativity that finds solutions by combining elements on the “fringes of consciousness”, as Hubert Dreyfus puts it.

Can entrepreneurs and business owners assess their own entrepreneurial intelligence?

There are scales to measure EQ and Creativity. Here’s a link to an entrepreneurial quotient assessment: Mises.org/E4E_68_QA

And here is a more action-oriented self-assessment we developed for E4E: Mises.org/E4E_68_SA

The bottom line:

Entrepreneurs need knowledge of how to profitably satisfy customer preferences given the resources at hand. This is not a trivial requirement. It is not possible to pre-state all of the uses for a given resource nor to compute the payoff for a given application. Current computational methods are thwarted without a complete list of entrepreneurially valid moves and the payoffs from such moves. No amount of growth in processing power, data communication, or data storage, can solve this problem.

The late Steve Jobs is often held up as the epitome of a successful entrepreneur. His founding of Apple, ousting by his own board, and subsequent return to rescue the company, and then make it the most valuable publicly traded company in the world is the stuff of legend. One of the apparent secrets of his success was to understand that “people don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”

This ability to “read things that are not yet on the page” lies at the heart of the concept of empathic accuracy. Empathic accuracy is “the ability to accurately infer the specific content of other people’s thoughts and feelings”. Until AI can do this, Entrepreneurial Intelligence is a better tool for the innovating entrepreneur.

Free Downloads & Extras

Insights Statement Template: Our Free E4E Knowledge Graphic
Marking Platform Tool: Our Free E4E Knowledge Graphic
Understanding The Mind of The Customer: Our Free E-Book

Start Your Own Entrepreneurial Journey

Ready to put Austrian Economics knowledge from the podcast to work for your business? Start your own entrepreneurial journey.

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67. Trini Amador: The Business Tools to Shift Customer Behavior in Your Favor

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Every successful business is built on empathic understanding of customers’ preferences. As we know from the theories of Austrian economics, the preference scales of every individual are highly subjective, idiosyncratic, context-dependent, and highly changeable. How does an entrepreneur develop the appropriate level of understanding? Can this understanding be a source of business-building advantage?

We talked with Trini Amador, a returning guest and an in-demand global branding and marketing consultant who has developed an effective process for every entrepreneur to achieve a breakthrough level of insight into customer motivations.

Key Takeaways & Actionable Insights

Customers bond with businesses and brands they love and trust. The choices they make have their own internal logic. Entrepreneurs must develop insights into their motivations.

Insights are the lifeblood of any brand- or business-owner, says Trini. Why do customers behave the way they do — especially in buying or not buying? Insights tell you. They become the difference between “just a business” and a brand that successfully delivers against the needs of their customers.

Insights are the entrepreneur’s understanding of customers’ motivations, values and attitudes.

They’re the “Why” in why people act the way they do. Always emotional, always subjective. Entrepreneurs who understand “Why” can design stimulus or communication or innovation to motivate buying behavior.

There’s an insights generation process. It starts with identifying the people you wish to serve.

Trini recommends a focus on your “core target” audience — not a general definition of who might buy, rather a highly specific profiling of your most likely and best prospects. Mark Packard, in episode #62, called them “high knowledge” customers. They know what they want, they know the category and they’re precise about what experience is satisfactory and what is not.

There is no shortage of data for you to utilize. Make sure you select the most important and useful data:

Attitudinal data: how your customer feels, especially if they are expressing dissatisfaction;

Behavioral data: behavior reveals preferences — “motivations are embedded in behaviors”.

The best sources of data are first hand observation and one-on-one conversation.

Organize your data in an insightful way.

To avoid data overload (there’s so much of it to collect!) Trini suggested  couple of organizational techniques.

One is visualization: build a visual profile of the customer with photos and notes indicating their hobbies, favorite brands, activities — visuals that depict their behavior and preferences.

A second is personalization: write a composite profile as if it were one individual and use it as a “one perfect customer” persona.

The objective is to change behaviors. Insight is the required key to unlock the possibility of doing so.

Trini cited the example of his own wine brand from Sonoma County, California: Gracianna. For example, the objective may be to get people to visit the tasting room who have never visited before. That’s a behavior change.

Why do people behave the way they do? One inquiry tool is the 5 Why’s, which is a way to examine the sequential rungs on the individual’s means-ends ladder to identify their highest value, the motivation that is ultimately driving them. Trini used the example of why some people feel better about buying a Tesla than an alternative vehicle. Ultimately, they want to feel that they are better citizens of the planet. Trini entertainingly ascends the rungs of the ladder from “need a new car” and “get from A to B” to arrive at “the feeling of being a better citizen”.

Using these tools, we arrive at a deep understanding of why customers make the choices they make — that is, an insight.

The Insight feeds the Behavior Modification tool.

The definitive “Why?” that emerges from the 5 Why’s inquiry becomes the current state in the behavior modification tool. This tool has two components:

Attitude Modification: behaviors are related to attitudes, and so to change an attitude can lead to a change in behavior. Attitude modification documents the FROM (the attitude we want to change) and the TO (the new attitude we want to encourage).

Key Marketing Platform: a marketing platform is a staging point for all initiatives aimed at achieving the desired attitude among target customers: communication, promotion, innovation, distribution, relationship.

Continuing the Tesla example, we want our prospective customer to feel that Tesla is the most progressive electric car that helps save the planet in the coolest, most prestigious ultra-premium way. If we can get them to feel that way, they’ll buy. The entrepreneur imagines the future behavior, and then acts through the marketing platform to cultivate that motivation.

How? Consider all resources that fall under the headings of communication, innovation, promotion, expanded distribution, and enhanced relationships. Experiment, experiment, experiment. Test, test, test. We’ll discuss the techniques in a future episode of Economics For Entrepreneurs.

Free Downloads & Extras

Insights Statement Template: Our Free E4E Knowledge Graphic
Marking Platform Tool: Our Free E4E Knowledge Graphic
Understanding The Mind of The Customer: Our Free E-Book

Start Your Own Entrepreneurial Journey

Ready to put Austrian Economics knowledge from the podcast to work for your business? Start your own entrepreneurial journey.

Enjoying The Podcast? Review, Subscribe & Listen On Your Favorite Platform:

Apple Podcasts, Google Play, Stitcher, Spotify