When we use our typical sales and marketing approach, we form an idea of the way things should be, forming maps or journeys that we want our customer to adhere to. As they get further along, we have so much invested that our manipulations get stronger. When they push back, we push back. When we apply what Stephen Covey said, “Seek first to understand,” we only do that for qualification purposes. Successful companies are destined to create the future of the outcomes with their customers. It is not incremental change or problem solving. It is not a prediction, it is what we think will happen.
We can only bring this about through challenging ourselves to first let go of our pre-determined thoughts and build structures based on possible scenarios. It requires experimentation, prototyping and the practice of learning by doing. This is not an easy process and one that requires a well structure outline. CAP-Do offers such an outline and will create a process of understanding and collaboration to help determine the future with our customers. In the Check and Act Stages leads to discovery of what we must attempt, experiment within the Plan and Do stages.
Enjoy the brief introduction of the book
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CAP-Do is included in the Marketing with Lean Book Series at no additional cost.
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