Are you a Doer, a Dreamer, or a Poser?
During my time at Chrysler/FCA, I held many roles.
Towards the end, I was working heavily on the Jeep Wrangler (JL) as a System Lead and Design/Release Engineer for Brake Actuation.
I spent a lot of time learning about user personas and brand strategy to ensure that the products we engineered were well-received by the customer.
Jeep Wrangler customers are some of the most loyal customers in the Automotive industry (insert jeep wave ✌), and they are categorized into three major buckets:
1. Doers -
→ These are the true off-road warriors.
→ "See that boulder, watch me climb it".
→ These are the customers going to Moab, taking advantage of the best-in-class ground clearances and approach angles, 100:1 crawl ratio, and simply living the wrangler life.
2. Dreamers -
→ These are the customers who love the idea of having the capability and want to one day take advantage of it.
→ Maybe they live on a dirt road, maybe they've done some light trail work, but they have big dreams of using the capability in their vehicle.
3. Posers -
→ These are the mall-crawlers.
→ Fully decked out, top-of-the-line Rubicon with all of the aftermarket options (snorkel!) with no intention of ever using it's capabilities.
→ For them, it's all about perception.
Lately, I've started to apply this categorization to our pipeline activities and customers:
1. Doers - these are the folks who champion the project and secure the budget internally. They bring the discussion over the finish line. They make things happen. They intend to source the project and aren't playing games.
2. Dreamers - these are the folks that want to work on projects to advance their goals, but are unable to overcome the internal politics, don't have the budget, or can't bring the project to the finish line. They dream of a day when they can accomplish what we intended to work on, but it's probably not going to happen right now.
3. Posers - these are the folks that show as if they intend to source, but have no intention to do so. This could be due to only trying to get a competitive quote to negotiate the current provider lower. This could be due to knowing that they have no budget, but they are trying to get free information or free work.
It's important that we understand the real intention of our customers/prospects and qualify the opportunities.
We must prioritize our time and activities which lead to the desired outcome.
Align yourself with Doers, and ditch the Posers.
EP / Sr. Producer - Emmy and Gold Lion winning.
2moWait for real? I was just having a conversation and your name came up. I literally just wrote it down to call you tomorrow.