Customers have Imagination too.

Customers have Imagination too.

by Ray Stasieczko May 26, 2018

I wrote this article earlier this year and wanted to re-post. Innovation continues to disrupt the unprepared. 2018 is nearly half over and time is the killer of all good intentions with start dates other than now.

The past already happened it is defined and remembered. The future is a work in progress; the future is always an unfinished painting or a never-ending movie. As one who is always exploring what could be from what temporarily is I understand the importance and the role of imagination.Regardless of your industry, as you migrate from the way it was, to the way it will be; it’s important to remember that industries change because their customers did. Today we must imagine with our customers as they imagine a better way, as they create the new reasons (why) they will or will not interact with someone or something.

On the road to the future, what was will continuously try to stop the vehicle of what could be.”

During times of disruption or industry transformations looking ahead at what could be is a constant process for the visionary. However, those who find the present more rewarding will sabotage the conversations of what could be with the screams of what was or what is. They will attempt a coup on any progression towards the future or anyone who may attempt at delivering what the future holds. We must all remember the choice whether to change or modify is not the businesses it’s the customers. The business just decides whether it keeps or losses its customers'. 

As time continues to present itself some will wish for a continuation of what was, many will hope for better things, and few will have made plans to execute on something new. Many industries are finding themselves in transition or disruption. Many did not prepare, did not hear, or refuse to listen to the warnings. During times of disruption, it’s the end-users of products and services which fuel the movement to the new or disruptive way. I find it interesting that those who find themselves challenged when a new order of things appears always blame the disruptors for their downward spiral. Customers determine the preferred What, how and the why they respond to all market forces. Without the customer, there is no market.

Organizations today must have the ability to look past their current circumstances, to ignore the rhetoric of the way it was. Leaders must decide if they will be a victim of disruption or lead their disruption. Today more than ever organizations must listen and pay attention to the signs as their modifying customers look for better options with better experiences. Today more and more end-users value the experience in how they engage with a reseller’s product, its delivery, and support. Too many believe customer relationships will win over customer experience. Things have changed today a customer experience is why they buy a customer relationship is because they buy.

The customer today has more options and has more resources to evaluate those options than ever in history. Things are changing faster than ever. I believe it’s the customer who gives the disrupter momentum. Organizations void of stubbornness who listen to and can imagine with their customers’ what their customers’ desire either new or reinvented will win. Organizations who fight disruption with more of the same will find themselves obsolete at the regrettable table.

Let’s all accept that innovation our own or from others will change what we do, and how we do it. These changes will be a result of the why our customers continue to engage us or engage with someone new. Let’s us all stop building the future with memories, and start building the future with what we can imagine our customers are imagining.

“Painting your vision of the future requires the ability to paint over your memories with the paint of your imagination.”

R.J. Stasieczko




Ray Stasieczko
Ray Stasieczko

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