“Balanced-life is greed-in-disguise – if you want to be outstanding – and so is customer-centricity.”
I don’t want to be an average father; I want to be a good father. I don’t want to have an average length of life; I want to live longer and healthier. I don’t want to just earn a living or have a profession; I want to be outstanding and be recognized.
My late father worked hard and provided all the necessities and education he is regarded as a good father to me and to my brothers. Nowadays If I didn’t spend enough time and care and always (at least trying to) communicate to my teenager-son in a way like his friend, I will become a below-average father comparing with his peers’. To my parent’s generation, anyone who lives up to age 75-80 is considered a long-life. It’s just the average life-time my generation expected. And about your career, we all experience on a day-to-day-basis how severe the competition is. The pars are ever-rising to catch up with the ever-rising expectations.
Parenthood, health, career – to be successful in any one of these, it takes incredible amount of time, energy, resource, discipline, and, some lucks. If you want to be Great at something, but not Average in everything, stop cheating yourself. Choose to be a good, or even better, a great parent? Gorgeous. Then be prepared to accept more relax outcomes in other life-importance matters. To be a great parent is never easier than to run a successful business: both require commitment of unthinkable disciplines and sacrifices. So step one let’s handle the truth: “Balanced-life is greed-in-disguise – if you want to be outstanding – and so is customer-centricity.”
When companies state they have more than a handful of brand promises or brand values, you know they are either lying or being stupid, or both. True, you’ve to listen to the voices of customers. But wrong, you shouldn’t, actually you won’t have enough resource to excel in all of your brand promises, superbly satisfy all the critical needs of your target customers. Unfortunately, most companies are not able or willing to handle the truth. So to speak they act-and-react, passively-and-proactively, based on the voices of customers and their critical needs, under the grand name ‘Customer-centricity’, end up they just look pale and indifferent to other ‘average companies’.
A pure customer-centricity would not make customers more satisfied on you than on your competitors, and it creates wastes by allocating resource ineffectively. The worst thing is, it homogenizes your brand. The damage of customer-centricity on great brands is more profound. It trades their unique-and-well-established brand equity for the averaged-and-artificial customer satisfaction scores. Nevertheless, customer-centricity has its places and values. But first, we’ve to filer the greed – driven by ignorant (to ignore the fact that no matter how big you are you only have limited resource), stupidity (stupid in the sense that you think customers are so stupid to buy-in your lie in satisfying all their needs) and arrogant (how dare you could disregard all the hard works being done and are still doing by your competitors) of trying to satisfy all your customers’ critical needs – to identify the common denominator: your brand values (your brand values should be the critical needs of your target customers, but NOT vice versa), in driving both customer satisfaction and brand differentiation.
There are exceptions though. If you company is not delivering the experience up to a minimum standard, e.g. not to drive your customers away or generate numerous complaints, then forget to filter the greed. You are not in the position to talk greed yet. Do your own job to improve until you could raise your head above the water.
Don’t be greedy, and you can’t afford to be. Greed takes you no where but a dilute in focus and farther away your destination, would it be living a great life or running a successful business. Life is so competitive, and so is business. Make your choice.