Brief videos viewable in 6 subsections of Concepts/Overview
In these brief Video Summaries, DPV Group founder Michael Lanning introduces some of the key DPV concepts.
A better method for discovering real insights – The DPV approach begins the process of strategic exploration and rejuvenation with a unique methodology called becoming the customer. This approach is designed to avoid both the Internally-Driven and Customer-Compelled traps and mistakes reinforced by the conventional paradigm. Becoming the customer helps organizations think outside of both these boxes. It is a systematic, deep study of the behavior and experiences of your customers, to uncover and creatively infer non-obvious strategic insights.
In the DPV approach, this is done by capturing virtual “videos” of current typical experiences customers have now – a series of “days in the life” of customers. This Video One considers what happens today. The business then discovers and imagines a significantly better, but potentially feasible, “Video Two.” This method aims to help managers inferentially conceive the potentially most valuable experiences for customers, even though the customers themselves often have no inkling, yet, of those potentially better experiences.
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CONTRAST TO INTERNALLY-DRIVEN & |
| INTERNALLY-DRIVEN | CUSTOMER- COMPELLED | EXPLORING EXPERIENCES |
| Present what we do and why it’s great | Ask them what to do to make them happy | Deeply understand what they do and why |
| Uncover & answer customer’s objections (to our product) | Ask what features and services, at what price, they require | Creatively infer what experiences would be most valuable to them |
| Sales Force presents out pitch to buyers and influencers | Sales Force asks buyers/ influencers to specify requirements | Joint teams study customer’s multi-functional experiences |
