How I interact with a product or service, tells me the value I should place on it. If you read Walter Isaacson’s biography of Steve Jobs, you see early on in the book the three-pronged approach to apples marketing and you can still see these things played out in there business today.
Empathy – An accurate understanding of the needs of the customer. This is not drawn from a survey or a focus group, but a combination of feedback and some would say prophesy. Steve was quoted as saying “the customer doesn’t know what they want until you show it to them.” And there is some truth to that….if the iPhone was designed by focus groups, it would resemble at TV remote more than a phone with any number of options available.
Focus- a search to establish what you can bring to a product or market and say no to everything else. This is more difficult to do than you think.
Imputation – a customers interaction with not just a product, but everything that has to do with that product tells them the value they should attach to that product. That’s why there’s such detail that goes into even the packaging of apples products….and more times than not, people keep that packaging, it seems to have too much value to throw away.
It’s the third one that seems to be the most difficult to consistently perform in church work…imputation.
We work hard many times at the product, hours and hours and then the effort to which we create an environment for that product is minimal. A quick example…..it does no good to start a new program, if the information about that program is ran off on the copier on Friday afternoon. The usual response is a something like “they’re just going to throw it in the trash anyway, don’t put any effort into it.” And at face value, that sounds right. I’ve even caught myself saying things like that, but the reality is, they will throw it in the trash because you didn’t put the care into the presentation of the program that you put into the creation of the program. The best initiatives have both a high value on the product itself, as well as the presentation of the product. When you create something, as you create you must be thinking of the “packaging” that accompanies it in a parallel fashion to the product or program itself.
In church work, the greeters and parking lot team tell me how I am to feel about this place. The brochure or bulletin and hand outs tell me the value I should attach to whatever they are telling me about. The quality of the presentation, regardless of style, will communicate a value. That doesn’t mean everything should be overly polished and produced. Above all, be yourself, be authentic, but be the best version of yourself that you can be…it speaks volumes…and values!