Geoffrey Moore, the best-selling author of “Chasing the Chasm” and a respected marketing consultant and innovations expert, joined us to discuss how companies can thrive amid the COVID-19 crisis. Here, in the first of a three-part series, Moore encourages companies to reflect on what they can do to best connect with their most-passionate customers. He also references Salesforce’s management tool, the V2MOM, which streamlines the alignment of employees around their vision and values, along with the methods, obstacles, and metrics for achieving them.
The following are excerpts from our conversation with Moore, in his words. They have been lightly edited for content and clarity.
It’s time to get scrappy
We all made annual V2MOM plans in January and we’re now looking at them, asking what was this all about? It starts with vision and values: Where are you trying to get? What do you want to exemplify in the way you get there? In a pandemic, you still want to reiterate your vision and your values because your reason for existing has not changed. But everything else in that process — the methods, obstacles, and measures — are all different now.
What’s important for your organization — for your employees, your customers, your partners, your whole ecosystem — is you restate your mission and then get scrappy. The scrappiness is less scary if you are clear about your vision, values, and mission. Recenter around these principles … then even when you make mistakes you make them with a good heart.
Move beyond conventional solutions
The crisis actually has a big impact on overall adoption of innovation, but not because people become more visionary or more enthusiastic. What happens is the pragmatist community, which normally is a wait-and-see community, has now been put under notice. A number of things have gone very, very badly for them. And so they’re looking to fix a bunch of broken processes. If your technology can align with a broken process, you actually can excel rate adoption in a crisis because people come toward your solution. Not because people are early adopters, but because their conventional solutions don’t work anymore. And they need help.
And so the key to that game is something we call the whole product. Meaning: when you target one of those problems, you’ve got to help the customer get all the way to the finish line. You can’t just ship your product and wish them good luck. So your whole company has to sort of reprioritize around a smaller group of customers, a smaller set of use cases, but take them all the way to a solution. – Read more
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