Why Your Brand’s “Why” is So Important to Understand per Jen Pockell Dimas, Ep #38

Why Your Brand’s “Why” is So Important to Understand per Jen Pockell Dimas, Ep #38

Mark Raffan

What is your business’s “why?” How does walking in your customer’s shoes help you focus on that “why?” How do you even get the opportunity to walk in your customer’s shoes? Jen Pockell Dimas—now the CMO at Qumu—joins me in this episode of Content Callout to discuss the process of uncovering your customer’s needs and finding ways your product or service can meet them. If you’re struggling to pivot in the post-COVID era or simply need to readjust your expectations, this is an episode you can’t miss.

Outline of This Episode

  • [1:40] Why is the “why” so important?
  • [4:12] Walking a mile in your customer’s shoes
  • [8:14] The importance of measuring your goals
  • [10:56] Chasing the next “out” thing
  • [12:17] How to adjust to change
  • [16:21] Women in Revenue
  • [18:26] How to follow Jen online

Why is your “why” so important?

Regardless of whether you’re in a growth company that’s product-driven or you’re a massive enterprise that has multi-stream go-to-markets and segments, Jen notes that companies overcomplicate their messaging. They don’t look at it from the perspective of their buying audience. Why you show up every day isn’t because of your product. It’s not because of your offering and success. It’s to solve a business problem that exists for your buyer. Most marketers don’t frame their stories well enough from that perspective.

Many businesses are focused on their features, benefits, etc., and don’t show that they care about their customers. Jen calls it a lot of “belly-button gazing.” She emphasizes that we need to spend every day thinking about our customers, prospects, and the people we’re engaging with.

How is this going to help our customer’s needs? How are we fulfilling the service we’re going to provide to them? It’s not about the bells and whistles.

When you use this inside-out approach, you use acronyms and names that aren’t natural to people. You should be able to frame things in such simple language that your Grandma can understand them. You should be able to easily say, “This is your problem; this is how you can solve it better than you’re doing it today.” It’s not effective to make things overly technical.

Walking a mile in your customer’s shoes

Walking a mile in your customer’s shoes means asking:

  • How does this person spend their day? What hurts?
  • What can make things better?
  • What can make them more effective and efficient?

It’s important to understand the broader context of this person’s day. You want to create a conversation that says, “Hey—we get it. Your day is complicated, and it’s hard to prove your value. There’s a better way for you to work that you haven’t considered yet. You should be thinking about things this way.” You can frame “what ifs” to get them to imagine a future that they hadn’t imagined yet—that includes your solution.

How do you get so familiar with their day-to-day?

You may have been lucky enough to experience being in your buyer’s shoes before your current position. Even if you haven’t, Jen has sold to manufacturers, technical developers, and enterprise IT leaders. It’s not outside of your reach. So how do you learn?

Spend time with your customers. Go on a listening tour. Understanding their daily pains and listening should not be filtered through other voices in your company. Direct time spent with your customer is ideal. Find a way to give them some value in the exchange.

When she sold to shop-floor manufacturers with Plex, she would put on safety goggles and a hair net and go get on the floor to see how people spent their days. It’s powerful. You don’t just get to hear their stories, but you get to celebrate their successes, too.

Because she was able to do that, they told a beautiful story of the people that make the things we use every day. Those people aren’t celebrated often. Seeing them work allowed her to tell their stories with more truth behind them.

How do you tie results back to your effort? How can your business adjust to the speed of change that is the world we’re living in? Listen to the whole episode to learn more!

Resources & People Mentioned

Connect with Jen Pockell Dimas

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Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.