“Who will your customer become?”

The secret bonus of a customer-first approach.

People-friendly websites are not about warm, fuzzy feelings. And they’re not about avoiding technology because it’s scary. There is also a huge upside for business growth.

Which is why I’ve always loved this idea from Michael Schrage’s 2012 HBR article, “Who Do You Want Your Customers to Become?”. And I thought it was a good way to finish my mini-series of 20 posts in 20 days.

Schrage highlights the symmetrical effect of innovation…

Human capital → creates innovation.
Innovation → creates human capital.

In other words, business delivers new thing. New thing changes the customers who use it (new capabilities and behaviours)

An easy example is the Model T:

Ford mass produced cars.
In so doing, they also mass produced DRIVERS.
Drivers demanded mechanics, roads, new cars etc.

Another example is Google:

Google created a new way to search.
Creating SEARCHERS who expect instant answers.
Searchers generate $230+ billion per year.

And one more, closer to home, Bunnings:

Bunnings sell hardware, tools and supplies.
Creating confident DIY ENTHUSIASTS
DIYers demand more hardware, tools and supplies.

Looking a bit closer at the Bunnings example…

DIY used to be seen as intimidating — a job for pros.

But through skill development (weekend workshops, staff with trade backgrounds, YouTube tutorials) they were able to turn newbies into confident DIYers.

The more skills and confidence their customers develop, the more they need supplies from Bunnings, the more valuable they become to Bunnings.

And on and on.

Bunnings is obviously a massive beast, and there is more to their story than this. But it’s a useful model to start from.

Just like Bunnings invites novices to become confident renovators, your website can inspire customers to change too.

For example:

Accountants: Help business owners become strategic business leaders
Financial Advisors: Help worried savers become confident investors
Personal Trainers: Help clients become lifestyle ambassadors
Recruiters: Help employers become culture champions

That’s what your website is for.

That’s how a customer-first approach can help you grow.

And that’s why, as I said in the first article of this series, your website’s only goal is change.

I’ll leave you with a few questions to ponder…

→ Are you making a website to talk about yourself?

→ Or can your websites change your customers?

→ And if you make it more about them…

Who will your customer become?

⚡️ #20/20 Website tips for people people

Every day for the past 20 days I’ve shared a little insight about websites, what they’re for and how to make better ones.

I make websites for people people.

If you’re a people person, I hope it makes you think differently about your website.

#20/20 – Who will your customer become?

“Who will your customer become?”