Differentiate and Grow Rich

Success in the new economy is based on the ability to co-create customer’s experience and the new commandment is: “Do what you do best, and link to the rest” and “make linking to the rest as an essential part of what you do best” - Jeff Jarvis (http://www.buzzmachine.com/)

“In the experience economy, it is about creating a network that eventually leads to the experience. You don’t even have to be the owner of the entire network. GM is not a shareholder in each garage, service station or other service provider in the OnStar system. The key is providing access to each of these players, and providing the customer with an active role in the entire process“- C.K. Prahalad (http://www.ckprahalad.com/)

Most companies aren’t organized to capitalize on co-creation. They’re built around the processes of creating products and services, and managing owned resources – just the opposite of the skills needed in the new co-creation model.

The IRaaS model requires skills in listening, observation, and empathy. If that list of qualifications sounds a lot easier than the ones for the more egocentric marketing strategies of the past, IRaaS is probably right up your alley.

Here’s how IRaaS companies work:

They ask questions. They pay attention when a customer states a need in formal or casual conversation. They recognize problems their customers have and store them away to solve later.

IRaaS companies make lists of their customers’ needs. Then they research through their network of trusted IRaaS resource companies and get feedback on information, content, and data that may be useful to their customer.

That’s how you co-create a customer experience.

IRaaS means building real relationships with your customers, creating an empathetic bond with them, and becoming a trusted community leader. There aren’t any games to play: IRaaS is a single marketing solution that takes the place of every sales ploy you’ve ever tried.

The IRaaS mindset isn’t focused on what the company needs. It’s focused on what the customer needs.

We know. It’s a big shift in ideology. We also know that you’ll find it more enjoyable, more effective, and ultimately more lucrative than any other marketing strategy your company has ever tried.

“Ask any of the most successful business owners what has worked the most for them and I don’t think anyone will tell you it was ACT!, Salesforce.com, or any other ABC sales process. Their careers (and lives) are built on the power of their relationships.” – Howard Mann.

Download the IRaaS Manifesto : iraas-manifesto_by-linkcrafter