4/24/20 - Episode #11 
Creating a New Value Curve While Flattening the Curve 
Creating a “blue ocean” customer experience

In order to cut through the noise and “caring” now and post-pandemic, you might consider adopting the 4 Actions Framework. 

This idea is straight outta the blue. The "Blue Ocean Strategy" book, that is.
Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
by W. Chan Kim, Renee Mauborgne, et al.

Instead of merely creating some “caring” content through your social feeds and helping your employees and customers stay safe (aka Red Zone), what if instead you create something that’s never been offered before in your industry. 

An experience for customers they can’t get anywhere else.

This strategy recognizes that people want and need something different right now. They’re hungry for it and seeking it out.

1-BIG isn’t the way to go right now; people feel unsure, and are therefore willing to make smaller commitments
2-SHORT term wins are good for them and you 
3-MOMENTUM is in flux; they need a boost, reassurance, action; as do you and your team
4-SALES is still appropriate and important; what will help your customers continue making sales (and your salespeople) …see the WIN WIN here?! ;-)
5-RELIEF - Immediate relief (or instant gratification) is a craving that’s all-consuming; a light along the tunnel leads to the light at the end. 

HOW DO YOU PUT THIS FRAMEWORK TO WORK for your customers and your team RIGHT NOW?

> How do you decide WHAT to choose? WHAT to do?

1) Eliminate - something attendees take for granted

2) Reduce - take something that’s well below industry standard and repurpose it…i.e. the $$$ you WOULD have spent on your trade shows this year and use that money to create this cost-savings experience

3) Raise - well above industry standards, like visuals, resources, the human or personal touch

4) Create - what should be offered that the industry has never been offered before?

> Brainstorm things that have never been done in your industry, for your customers, YET.
   …Virtual Live Demo Series
   …Virtual Trade Show Booth Experience
   …Live Lunch N Learns (have lunch delivered to them by Door Dash)
   …Mail Customers a Care Package or Swag Bag
   …Mail Customers an Emergency Toilet Paper Stash
   …Follow John Krasinksi’s lead and create a fake Good News Channel on YouTube
   …Start planning a “Safe Hug and Handshake” booth for your next LIVE trade show (they will come back)
   …Have your sales people ask customers to shoot a quick video of how they’re holding up during this pandemic and post those to social media with a shout out

[Allison]: 
Remember, we’re all in this together! 
As always, thank you for listening and being part of this tribe. 

If you’re not already, please subscribe to this podcast. And sharing is caring, so tell a colleague to tune in and GET REAL already.

[Ray]: 
Here’s to flattening the curve and building a new one for customers. 
And, remember to keep manufacturing out loud! We need you!