Forget Aspiration in the years ahead… the new challenge is to give customers INSPIRATION for your brands and products.
I’m not suggesting we throw away our sales and marketing goals (aspirations), just that we give more value to the concept of INSPIRING our customers as a valid marketing tactic.
If your organization’s internal focus is on easily-measurable metrics, that’s the message that will leak out to your customers – that each customer is just another number toward your goals. If your focus is instead on INSPIRING your customers, they will feel that difference and want to engage with your brand and your products.
I state this as a challenge because it is not easy to inspire someone, especially when the digital atmosphere is overloaded with competing messages now that brands can so easily share their messages through social media. Your brand needs differentiators now more than ever, but if you can INSPIRE your customers, you will get – and keep – their attention.