Who do you want your customer’s want to become?
Michael Schrage calls this question, “The Ask.”
The idea is, that a person who is selling something is trying to make a change. It’s possible that change that person is trying to make might be simply to move a dollar from another person’s wallet to theirs. That makes them little better than a con man though, and we’re better than that.
We want to offer a customer that will make their life better. A change that they’d be excited to tell others about. A change that will earn their trust. The kind of change that makes a person excited to work with you again.
Who do you want the customer to become?