Hi.

The purpose of a business isn’t to make a profit.

The purpose of a business is to have and serve a customer.

The purpose of a business is to have and serve a customer.Profit is an intentional byproduct.

21st Century Problems20th Century Problems

Serve

The evolution of problemsTODAY

Advertise SellManufacture

(Re)engagement

Loyalty

Deepening & Widening

Advocacy

Efficiency & Efficacy

The purpose of a business isn’t to make a thing.

TODAY

Advertise SellManufacture Serve

The purpose of a business isn’t to make a profit.

TODAY

Advertise SellManufacture Serve

The purpose of a business is to have and serve a customer.

Advertise SellManufacture Serve

Services have big economics.

+$195.3 BLN

2012 U.S. Trade Surplus for Services

-$735.3 BLN

2012 U.S. Trade Deficit for Goods

— data from U.S. Bureau of Economic Analysis

Advertise SellManufacture Serve

The emergence of problems

Advertise SellManufacture Serve

The emergence of problems

Disappoint

The Service Anticipation Gap (SAG)

The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.

The emergence of problems

The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.

The emergence of solutions

To serve is experiential.

To serve is human.

To serve is human.

by Fra.Biancoshock

To serve is human.

by Hikaru Imamura

To serve is human.

Human

Advertise SellManufacture

Serving is being human.

SERVE PEOPLE

JOURNEYSTHROUGH TO

TRANSFORM YOU & THEM

Machines

TODAY

Future Perfect“We will have...”

We will have mastered organizing for human experiences.

FUTURE PERFECT

ORGANIZING

P&G solved this for brands.

Neil McElroy

ORGANIZING

P&G solved this for brands.

How soap is MADE was just as important as how it was MARKETED and how it was bought.

ORGANIZING

How things are MADE is just as important as how they’re EXPERIENCED.

P&G solved this for brands.

A manager for each experienceA manager for each journey

We will have mastered changing for human experiences.

FUTURE PERFECT

You can’t change the experience without changing the organization.

CHANGING

BACK OF HOUSEFRONT OF HOUSE

BACK OF HOUSEFRONT OF HOUSE

Change a button Change assumptions

Disrupt the market Create a new organization

Add/remove a touchpoint Change structure

We will have mastered impact for human experiences.

FUTURE PERFECT

IMPACT

My first question as a CEO:

Did you do the math?

HEALTHCARE’S LAST MILE

ADHERENCE

SAFETY

EFFICACY

EFFICIENCY

We will have mastered stories for human experiences.

FUTURE PERFECT

STORIES

Stories about how things are.

STORIES

Stories about how things should be.Stories give meaning.Meaningfulness is why people perform.

I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.

I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.

STORIES

Stories about how things should be.Stories inspire people.New words change culture.Narratives are sticky.Narratives are experiential.

— See Made to Stick, Chip & Dane Heath

STORIES

So here’s my story for you…

While it's possible to have more data and information on people than ever before, it's also easier and easier to treat them like a number and never really connect in a human way.

PEOPLE AREN’T DATA

With the right stories, changes, organization, and focus on impact we can create great human experiences that serve people and transform them and us.

MAKE BUSINESSES HUMAN

Systems that serve people.

by Hikaru Imamura

Experiences that matter.

Will your story, change, and organization have the empathy and humanness in it to serve people through journeys to transform you and them?

We need it. So I hope you do.

Classroom photo, slides 1 & 2, from sandcastlematt’s flickr photostream. The image is of Harvard, where I did NOT go to school. http://www.flickr.com/photos/sandcastlematt/2455896870/

Thoughts on stories from Chip & Dan Heath’s Made to Stick, including the example of the JFK moon speech.

Numerous verbal references throughout to Peter Drucker, who said, “There is only one valid definition of business purpose: to create a customer,” and “[the businesse’s] purpose must lie outside of the business itself. Business enterprise is an organ of society.”

CREDITS