The consumer value stream mind set
I saw this today, and it cracked me up. It's an insightful (and funny!) one-panel exposition on the importance of understanding consumer motivations -- the things that are important to them, what they are trying to accomplish. In microeconomic terms -- what creates "utility" for them.
How consumers go about realizing that utility -- that value -- is the consumer value stream. If you're not familiar with the concept of a consumer value stream, it's similar to the concept of a value stream in the enterprise context -- just from the consumer perspective. You can read more about the consumer value stream here.
Net-net, this mind set can help you as a digital marketer identify new ways to empower consumers as technology and virtual worlds become more and more intertwined with the physical world. How a consumer experiences your brand as part of their personal value stream determines whether you are empowering and enabling their total value stream... or are just another (replaceable) step along the way. Rule of thumb: the more you are empowering your consumers the more loyal they will be.
Thanks to Marc Braseel for highlighting this cartoon, and pointing to more good stuff at Skydeckcartoons.com.
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About john.mullinax
John Mullinax is a Platform Strategy Advisor with Microsoft's DPE Team. Before joining Microsoft in 2006, John held a vartiety of positions at Ford Motor Company, most recently leading IT services strategy to support explosive business growth in China. Other positions included: Enterprise Architect, Application Portfolio Management, Technology Governance, and Product Manager. Prior to joining Ford, John earned his MBA at the University of Washington. Before that, he was Director of Elections for Douglas County, Washington, where he conducted the first Federal mail-ballot election in the USA. Subsequently, he joined the Secretary of State's office as a consultant working with county election officials in Washington state to improve operational effectiveness, integrity, and security (aka, to prevent the kind of debacle we saw in Florida in 2000).
