Designing for superior business performance

A guide for technology, creative and startup leaders

"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
Peter Drucker.

Choice 3: Delight we create

Delight narratives

In this section

In this section you can zoom in to clarify how your value proposition create delights by using real or imagined customer narratives. A narrative is a "Begin with the end in mind". It is what a customer does or would need to say to experience delight from your value proposition. Narratives focus on the experience of the customer with your value proposition, potentially from awareness to usage. Customers in their testimonials, recommendations and feedback often provide:

A statement / testimonial that includes:

  • The issue they were facing

  • What the value proposition you provide did for them

  • How they felt about it.

The role of the delight engineer is identify the rationale or the value drivers that caused customers (real or imagined) to make that statement.

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Diversity in narratives

Following on from your decisions in segmentation and targeting you can consider narratives for different targeted segments. for example, you could have a narrative for

  1. Customers at different stages of the buying journey.

    • One for customers with minimum experience in the area

    • Another for a different level in the buyer journey

  2. Different demographics

  3. Different firmographics (for B2B) - for example narratives for

    • Small to medium enterprise

    • Another for an enterprise business

    • Another for a freshly funded startup

    Assuming you had those in your target segments

Narratives mission

Establish what customers do or need to be saying for your value proposition to achieve your customer aspirations with recognition of the different segments you target.

In StrategyCAD™ you can add as many Delight narratives to your value proposition as you need to create the clarity you need for the next step.

sample delight narratives in strategyCAD

Simple Begin with the End in Mind delight narratives to focus your value proposition on what matters to your target segments (those accessible to and can receive the most benefits from your value proposition)

Create your real or desired narratives

Customer statement

[A simple statement(s) that represents the customer experience - considering situation to resolution]

Rationale

[Why did the customer say that? What activities, principles in the business inspired a customer to say that?]

Feeling

[How is the customer feeling – confident, secure, respected, excited, relaxed, fortunate, surprised, contentment, amused, hopeful or inspired?]

Complete one or more customer narratives and aim to relate them back to the needs and the segments being targeted. Narratives can be included directly into your value proposition design in StrategyCAD™

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