How to Share Your Customers Purpose
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Most companies still operate as if they control their customers. But, in today’s market, it’s really the other way around. In fact, there’s a new boss in town, named Customer CEO. This course is based on Chuck Wall’s book, Customer CEO: How to Profit from the Power of Your Customers.
Everyone in a business career needs to consider the idea of purpose. It doesn’t matter whether you are a CEO, a middle manager, or a frontline employee. You are a leader in your own way because you have influence for good or bad. This influence extends to both your coworkers and your customers. The Power of Purpose is about the values you share with your customers and each other in the workplace.
A company’s first order of business must be to make a profit. In fact, it should strive to maximize its profit. Profit provides the necessary capital to innovate, retain the best talent, and sustain the enterprise. But the question is, are too many companies failing to lead enterprises with core values that can be shared with both customers and employees?
This course will help you better understand how to think about using the Power of Purpose. Case studies from TOMS, Patagonia and The Luck Company will paint vivid examples of companies that understand and align with the values of their customers. You will also work through two hands-on exercises to better understand how the Power of Purpose can help differentiate your company.
Every student who successfully completes this course will receive a Certificate of Completion.
We look forward to sharing much more about the Power of Purpose with you!
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|Section 1: Introduction|
Based on years of his research, Chuck Wall explains that most customers believe that companies only care about the money they can make. He presents a better way to engage and delight customers.
Chuck shows a classic example of how the primary pursuit of money can affect one’s judgment for the worse.
|Section 2: What Would People Say?|
Chuck leads you through an exercise asking a simple question: how would you like to be remembered?
|Lecture 4||1 page|
Download this important tool for your review and use.
|Section 3: Deep Dive|
Chuck explains that values are much more than words displayed on the wall.
Here's the story of how Patagonia challenged their customers not to buy their merchandise without considering the deeper implications.
It’s doesn’t matter what kind of business you are in; it’s possible to lose your way. Chuck tells the story of a company that changed their direction after ninety years in business because they had lost touch with their customers.
|Section 4: Case Studies|
One entrepreneur invented an entirely new way of profitably doing business by sharing his product with those in need.
|Lecture 9||3 pages|
Download this document to accompany the audio case study.
|Section 5: Power Check|
Join Chuck at the white board to score how you do with the Power of Purpose.
|Lecture 11||3 pages|
This is the downloadable workbook to work through your Power of Purpose breakout session.
Chuck Wall is Founder and CEO of MarketPower Group, a business growth consultancy based in Austin, Texas. He advises leading brands that their most important business opportunity is hidden in plain sight: knowing their customers better. The evidence is clear: brands that truly understand their customers increase revenue, grow market share, save money, strengthen relationships and drive profit.
Chuck is an expert in understanding the unmet needs of customers having interviewed over 100,000 of them across many industries. He’s an advisor to major global brands. He is also the author of two books, Customer CEO and Stop, Look and Listen (Bibliomotion 2013).
Chuck is also a longtime entrepreneur, having launched and run seven companies across multiple industries including manufacturing, radio, advertising, technology, and consulting. He actively blogs and contributes to leading publications like Forbes and Fast Company. He regularly speaks and leads seminars for business groups, trade associations, and corporations.