The Missing Piece

Why are we not getting what we want?

-- And this is not about this specific cable --

Get deeper, read the full story about THE missing piece?

I bought a fantastic microphone to use in my podcast recently. I was super excited about it and couldn't wait to set it up and start using it.

It arrived in a beautiful box with great packaging and imagery. I was so excited that I even took photos of my massive smile when it arrived.

When I opened the box, sure enough, there was the mic, looking very cool. I'd also ordered a stand, so I should have had everything set up and start using it.

It didn't work.

There was nothing else in the box except the mic: no instructions or anything.

As a client, I expected to open the box, put everything together, and have a working mic to use in my podcast.

"Instead, I have a fantastic-looking mic and stand that doesn't work."

Why?

Because there was a missing cable to connect the mic to a particular router box, which I don't have either.

I was disappointed at having such a fancy piece of equipment that didn't work. I couldn’t play with my new toy.

"So I had to figure it out, and I did."

Now, you could say it was a “blonde’s mistake, and I should have done my research before buying the mic.

But research is my passion. So I researched and learned a lot about mics before choosing the one I wanted. But I didn't realize one little thing: there are two kinds of mics, one for the mixer and one for the computer. So I expected a mic with a cable that I could plug and play.

Let's examine this.?

As a customer, the visible need was the mic.?

"But the hidden need was that it would work right out of the box.When that didn't happen, I was disappointed."

Yes, it's my fault for not knowing enough about mics before purchasing, but here's the thing. Your clients don't have your knowledge and expectations. So figuring out what they need and want is key to success.

Take Apple, for example. They figured out this exact process. So when you buy something from Apple, it arrives, and you can use it immediately.

"It just works because they have engineered the client experience."

What can we learn from this? First, if your clients need something to be able to use your product or service that you don't include, you need to let them know about that need and how to fill it before they purchase.

If they need a cable, tell them. "Buy this cable." Preferably with a link to the item they need to buy.

Because otherwise, you leave your clients with a bad taste in their mouths, and suddenly word of mouth is working against you, not for you.?

You need to see life through the eyes of your clients, bosses, and stakeholders, think about what they want and need, and then design the client or relationship experiences around that.

Think about creating experiences because that's what we do when interacting with anyone.?

Understand the other person's needs, and think about how you can make that happen.

Innovate in this space. Come up with new ideas and be creative about how you can enhance the experience and make it perfect, so your clients are not disappointed.?

It's not just about the cable.?

"It's like selling a bicycle without a wheel."

...Or toys without batteries, so when the child opens his present, he can't play with it. That's a double disappointment because parents have to think about batteries. We have to open the toy, look inside the box, and see what kind of batteries are needed, so the child isn't disappointed by not having his toy working.?

Make sure that there is no missing piece?

This principle applies to more than selling products and services to customers and clients. I will give you another example of professionals working in corporates. You develop a different kind of product and experience, project. You work hard, put in extra hours, and work on multiple projects. But you don't get a promotion.?

Why?

Because there is a missing piece, like the cable, your bosses need something that hasn't been fulfilled. Find out what they need, and deliver that. Then you can think about how to go the extra mile or delight them and provide more.?

A lot of the work we do is unnecessary or useless. We see it as going the extra mile and delivering for them, but they see the missing piece. Something is not meeting their needs, which they focus on.?

Think about this in your interactions today. Ask, "what's the need?" and "what's the hidden need?" and see if you can design an experience for someone that fulfils the hidden need.

FIND THAT MISSING PIECE FIRST, before you place efforts in wrong directions