“𝘛𝘩𝘦 𝘵𝘩𝘪𝘯𝘨 𝘵𝘩𝘢𝘵 𝘐 𝘭𝘪𝘬𝘦 𝘵𝘰 𝘴𝘵𝘢𝘳𝘵 𝘸𝘪𝘵𝘩 𝘢𝘴 𝘸𝘦’𝘳𝘦 𝘥𝘦𝘷𝘦𝘭𝘰𝘱𝘪𝘯𝘨 𝘢 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘪𝘴: 𝘞𝘩𝘢𝘵 𝘪𝘴 𝘵𝘩𝘦 𝘪𝘯𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯 𝘮𝘰𝘥𝘦𝘭 𝘸𝘦’𝘳𝘦 𝘥𝘦𝘢𝘭𝘪𝘯𝘨 𝘸𝘪𝘵𝘩? 𝘐𝘧 𝘺𝘰𝘶 𝘩𝘢𝘷𝘦 𝘢 𝘨𝘰𝘰𝘥 𝘤𝘰𝘳𝘦 𝘪𝘯𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯 𝘮𝘰𝘥𝘦𝘭, 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘣𝘶𝘪𝘭𝘥 𝘧𝘦𝘢𝘵𝘶𝘳𝘦𝘴 𝘢𝘳𝘰𝘶𝘯𝘥 𝘵𝘩𝘢𝘵 𝘪𝘯𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯 𝘮𝘰𝘥𝘦𝘭 𝘵𝘩𝘢𝘵 𝘢𝘭𝘭𝘰𝘸 𝘦𝘷𝘦𝘳𝘺𝘰𝘯𝘦 𝘵𝘰 𝘦𝘯𝘨𝘢𝘨𝘦 𝘪𝘵 𝘦𝘧𝘧𝘦𝘤𝘵𝘪𝘷𝘦𝘭𝘺. 𝘐 𝘳𝘦𝘢𝘭𝘪𝘻𝘦𝘥 𝘵𝘩𝘢𝘵 𝘢 𝘤𝘰𝘶𝘱𝘭𝘦 𝘰𝘧 𝘵𝘩𝘪𝘯𝘨𝘴 𝘫𝘶𝘴𝘵 𝘴𝘦𝘦𝘮𝘦𝘥 𝘵𝘰 𝘣𝘦 𝘵𝘳𝘶𝘦. 𝘍𝘪𝘳𝘴𝘵, 𝘦𝘷𝘦𝘳𝘺 𝘤𝘰𝘮𝘱𝘢𝘯𝘺 𝘪𝘴 𝘶𝘯𝘪𝘲𝘶𝘦, 𝘢𝘯𝘥 𝘪𝘵𝘴 𝘴𝘦𝘤𝘶𝘳𝘪𝘵𝘺 𝘱𝘰𝘴𝘵𝘶𝘳𝘦 𝘪𝘴 𝘶𝘯𝘪𝘲𝘶𝘦. 𝘈𝘯𝘥 𝘵𝘩𝘦 𝘴𝘵𝘢𝘯𝘥𝘢𝘳𝘥𝘴 𝘢𝘳𝘦 𝘥𝘦𝘴𝘪𝘨𝘯𝘦𝘥 𝘵𝘰 𝘴𝘶𝘱𝘱𝘰𝘳𝘵 𝘵𝘩𝘢𝘵 𝘶𝘯𝘪𝘲𝘶𝘦𝘯𝘦𝘴𝘴.”
𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗵𝗶𝗻𝗴
Asking this question informed their design approach and enabled them to create a shift in value. Not by creating a solution that meets all the security standards (the obvious route). No, this allowed them to create one that supports the uniqueness of their customer and what that means for the specific security standards that matter to their business.
𝗧𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗮𝘁…
It seems a small difference at the surface, but it’s a massive difference from a value perspective. Here are just two examples:
1- “𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘤𝘰𝘶𝘭𝘥 𝘥𝘦𝘴𝘪𝘨𝘯 𝘵𝘩𝘦𝘪𝘳 𝘴𝘦𝘤𝘶𝘳𝘪𝘵𝘺 𝘱𝘰𝘴𝘵𝘶𝘳𝘦 𝘢𝘯𝘥 𝘨𝘦𝘵 𝘪𝘯𝘵𝘰 𝘢𝘯 𝘢𝘶𝘥𝘪𝘵 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘢 𝘭𝘰𝘵 𝘰𝘧 𝘤𝘰𝘯𝘴𝘶𝘭𝘵𝘪𝘯𝘨.”
2 – “𝘐𝘵 𝘵𝘺𝘱𝘪𝘤𝘢𝘭𝘭𝘺 𝘵𝘢𝘬𝘦𝘴 9 𝘮𝘰𝘯𝘵𝘩𝘴 𝘵𝘰 𝘨𝘦𝘵 𝘵𝘩𝘳𝘰𝘶𝘨𝘩 𝘢 𝘚𝘖𝘊2, 𝘢𝘯𝘥 𝘸𝘦 𝘵𝘰𝘰𝘬 𝘪𝘵 𝘥𝘰𝘸𝘯 𝘵𝘰 30 𝘥𝘢𝘺𝘴 𝘸𝘪𝘵𝘩 𝘰𝘶𝘳 𝘧𝘪𝘳𝘴𝘵 𝘱𝘪𝘭𝘰𝘵 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳.”
What a difference asking the right question can make…
𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝘆𝗼𝘂 𝘁𝗼 𝗿𝗲𝗳𝗹𝗲𝗰𝘁 𝘂𝗽𝗼𝗻
How does your SaaS solution support the uniqueness of your customers? What can you change tomorrow [on your roadmap/marketing/sales] to take that perspective?
Here’s the link to the full episode: https://lnkd.in/dVJUnkzg (His quote is around the 14.45 mark)