“Logic will get you from A to B, but imagination will get you anywhere.” – Albert Einstein.
The difference between a nuts and bolt business and one that inspires and attracts is imagination. Visionary companies and people have a story to tell that keeps the ‘audience’ hanging out for more. But while the corporate vision is essential, this article is about a more immediate goal: getting the customer story right.
Interestingly enough, the most imaginative and exciting stories are those that are firmly based in people’s reality. We can all relate to the fairy tales and nursery rhymes of our childhood. But did you know that many of them had real life events as their source – major disasters like the plague or current issues of social injustice – that showed disguised opportunities for solutions?
In today’s business environment, the traditional business tool, ‘the analysis’, is not enough. We can analyse things to death, but until we truly understand customer experience – and usually it is the future experience – we will not move forward, i.e. we will not be able to provide competitive value to our offer.
Scenarios as a more flexible business tool, is just that: creating a narrative based on real life and real experiences of customers and especially non-customers with the view of understanding their unspoken problems with the current product or service solution. Observing how they ‘consume’ products or services helps identify the most valuable gaps for innovation in business.
Innovation through Scenarios:
In a recent RIOT event by InnoFuture, Anthony Colfelt, Creative Director with ‘Different’ (a leading customer experience design firm in Australia) gave a comprehensive presentation of what ‘customer experience’ scenarios are and how to use them as a business tool.
Three steps to apply Scenarios as a business tool and innovate more effectively:
- True innovation in business is always based on customer’s needs. So spend some real-time with your (and your competitors’) customers. Walk through their experience. Observe.
- Start developing a Story about your experience with your company’s products or services, through the customer’s eyes. Describe.
- Walk through the experience with your customers and document all the things that actually happen. Document.
Why are Scenarios a great business tool to bring into your everyday practice?
They trigger imagination and a flood of ideas. Importantly, ideas generated in this fashion are valuable, because they are a natural continuation of your customer’s story.
In this you already have an ‘audience’ hanging out for more…
Go ahead. Enrich your creative inputs.
About the author
InnoFuture exists to foster innovation in business and to inspire businesses to adopt innovation as a way-of-life by connecting them with curated innovation knowledge, tools and resources to create sparks of greatness. Their unique advantage is that in the ever-changing and evolving market of business innovation they remain unbiased to specific models and tools, while continually exploring new and emerging concepts, tools and expertise.
Article Source: EzineArticles.com