The First Step in Adapting to a Changed Market

Given the forced shutdowns that most businesses are experiencing now due to the Coronavirus, it is essential that leaders adapt to make the most of the situation. That means understanding what parts of your business are essential and what parts can be changed or let go.

To do this, you must first define your business according to the jobs your target customers are trying to get done and the metrics they use to measure success. Never define your business according to the product, service or technology you use.  Product solutions come and go and, in a crisis like this, the creative destruction of brick and mortar businesses will be dramatically accelerated. Commit to helping your target customers thrive with whatever capabilities you have, never selling a specific solution.

Given that many of your customers are also in crisis, determine what their new important jobs to be done are and how you can help them accomplish those jobs. Your customers’ important jobs to be done are the North Star that will guide you through this tumultuous time and the non-stop disruption that is part of our modern era.

Monitor what your customers are trying to get done and continuously improve your solution(s) to enable them to do it. Fortunately, discovering what your customers are trying to get done now and how they measure success can easily be determined virtually, if you know what type of customer inputs to obtain and how to get them. Most companies do not know.

Focus your capabilities on helping your customers get their important jobs done in this crisis, but also plan and prepare for helping them thrive when the shelter-at-home orders are lifted. Prepare for success now. This storm will pass.

Call me if you want to see how we can help you nail the jobs your customers are trying to get done now and/or in the future: 614-309-1231.

Reveal needs. Create value. Drive growth.