Just like people, an organization can have it’s ailments and obsessions; they too can have an O.C.D.!

There are many obsessions that distract entrepreneurs from their purpose.  For instance, some businesses worry far too much about the competition, becoming afflicted with the O.C.D. - “Obsessive Competition Disorder.” Being aware of your competition and building competitive strategies is good; but, this O.C.D has companies becoming overly focused on what other companies are doing.  And, in turn, it makes them too reactionary, loosing valuable momentum, strategy and focus. -Not to mention a lack of leadership or innovation! As a business, you also don’t want to get into a price war and sell yourself too short.  The goal is to prevail with VALUE!

Recently, a new client preparing to launch an innovative new product, became seriously distraught over a brand new competitor that appeared in the landscape. I let them know that “if the market’s large enough, there’s plenty of business to go around.” –I also suggested they redirect and replace their obsession with another O.C.D.:  Obsessive Customer Development. Although, this O.C.D. isn’t a “disorder” at all…  It actually helps put your organization IN-order.

Think Customer, Customer, Customer… and allow your strategies and management to follow suit.  That’s the kind of development that will allow you to create and discover more  “barriers to entry” for your competitors.

Let’s face it, many businesses will have the same essential product ideas, but as my favorite collaborating entrepreneur says, “Great ideas with poor management won’t go far;  but, GREAT MANAGEMENT behind even a mediocre product, can still soar!” You see, when you build strong customer relationships and market understanding, you can more easily improve your products/services to meet current and future needs.

Today, the main defining quality of a great management team is one that has passion for being customer-relationship driven.  Creating an organizational structure geared to support the customer (verses a narrow, temporal vision of executives on top) is how businesses are “built to last.” Large corporations in the news fell and self-destructed because they were “top-heavy,” lacking the the values connecting them with their customer-base.  Customers are your reason for existence!

GREAT MANAGEMENT includes the following CUSTOMER-OBSESSED activities:

1. Create an identifiable, customer-focused vision, mission, strategy, and values that permeate throughout your organization and all it’s activities.

2. Identify and target your market(s) –focus in on lifestyles, needs, issues, etc.

3. Become the kind of company customers want to be associated with –be likable, be an example.

4. Commit to “continual improvement,” maximizing efficiencies with processes, costs, and values (leave no rock unturned)

5. Balance your organizational needs with your customers’ needs and don’t undervalue the product/service you provide.  You can’t give what you don’t have.  As Lorrie Thomas says at WMT, “Healthy Marketing = Wealthy Organizations.”

6. Test-market product/services for customer needs.  Co-create with your customers; allow customers to help you create or determine your products (even before they’re produced).

7. Build alliances and collaborative win-win relationships.  It takes teamwork (all around you) to make the dream work!

8. Glean wisdom and new ideas by listening to customers as well as staff on the front lines.

9. Create optimal customer service, build “a circle of trust,” and use proper “Netequette” (internet + etiquette).

10. Grow your organization and customer base at a manageable, effective pace with the support systems necessary, so you don’t sacrifice your key values.

Make your company’s O.C.D.: “OBSESSIVE CUSTOMER DEVELOPMENT”;  it’s the healthiest O.C.D. you can have!

Web Marketing Therapy Related Links:

• Business Success: Questions for Boosting Your “CUSTOMER I.Q.”
• Product Innovation: Market Research & Focus Groups
• Customer Satisfaction vs. Customer Enthusiasm
• Business Inspiration: Create Your Luck!