Here is a brief tale (but actually a real story) of one meeting, two presenters, and the energy flow of all involved.
The first presenter articulated with precision a customer need. A solution was presented, and a story was told on how the team overcame obstacles on behalf of the customer. The content was compelling and the one leading the solution was confident and strong.
The second presenter shared a challenge the organization faces and made a case for the value of solving this problem to the organization. This project was in an earlier stage so there were not as many details of obstacles that were overcome but the one leading the project was experienced, influential, and trusted.
The energy in the virtual room could be felt in both presentations. How that energy was directed is what fascinated me. In the case of the first presenter, the clarity of the problem and customer need was energizing. The presenter had every one of us sold on the value proposition and many of us were ready to jump in and help drive the cause. The energy was directed towards making progress on the problem for the sake of the customer.
The energy in the room for the second presentation might have been even higher but how it was directed was different. Conversations were about the problem to be solved for the user and not the organization. It was clear the solution could benefit the organization but the lack of clarity on the customer need led to all the energy being directed toward defining the problem or need of the customer.
My learning from these two presenters is how important it is to create clarity on the problem being solved. When clarity on the problem was there, those listening were not distracted by the challenge but rather energized about how to delight the customer and were all in on helping. They became champions of the solution.
The lack of clarity of the customer problem in the second presentation led to the energy being put into definitions. Champions were not created but rather good leaders leaned in to be helpful.
Clarity, especially in the customer’s need, leads to energy being invested into work that directly impacts the customer. This means faster innovation and results. It also has a great benefit of building champions for the cause. If you want faster results, create clarity.
Take a few moments today and reflect on a project you are involved in. Is your energy being invested in work that directly impacts your customer? Do you feel you are a champion for the cause of the customer?
Regardless of how you answered the questions, what can you do to create more clarity around the customer need? This action will have a tangible impact on your work and the work of your team.
