Page 94 - How Great Leaders Build Abundant Organizations That Win

WHATAMIKNOWNFOR? (IDENTITY)

their personal identity with the organization’s identity, they
are more able to use their strengths and to find meaning
through work.

4. Determine Customer and Investor Expectations

How do leaders segment targeted customers and investors
and determine their expectations?
Customer (and investor) segmentation means that not all
customers or investors are equal. Companies who try to be
all things to all customers generally serve none of them well.
Segmenting customers means figuring out who are the tar-
get customers, those individuals or companies who will be
critical to your future success. Segmentation may occur by
product features, channel, desired service, or other features.
Old Navy captured the essence of their targeted customer
by putting a name on their prototype customer (Jenny),
then making sure that employees throughout the organi-
zation know who “Jenny” was, what she wanted, and how
best to serve her. Sharing customer information or creating
a pseudo-customer helps employees know why they are in
business and who they have to serve.
Once target customers are identified, leaders need to
determine their buying criteria. Customers may pick suppli-
ers based on price, service, quality, features, distribution, or
brand. When leaders have a clear customer value proposi-
tion, they are able to enlist employees to meet those needs.
The same logic applies to investors. Figuring out who the
investors are and their criteria for investing (e.g., growth ver-
sus value) helps leaders shape an organization agenda that
meets those requirements.

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