Balanced Scorecard

"Many customer purchases are motivated by what seems like two paradoxical forces: the desire to be distinctive and the desire to belong. At one level, we value our uniqueness and we hope that we won’t be seen as only a number in the system or blindly following the crowd. While we may want to hide or conform sometimes, most of us want to feel special a good deal of the time.

As much as we have a strong need for individuation, few of us want to be seen as outcasts or profoundly weird either. We want to feel connected to the people whose relationships we value, whose opinions influence us, and whose affirmation we crave. The sense of fitting in with the “right” group of people colors many of our actions and goes a long way to explaining the “people like us do things like this” phenomenon.

Accordingly, we are unlikely to do something that might cause us to risk our sense of belonging with those whose opinions we care about. We won’t do anything that will evoke a “what the heck were you thinking?” look or comment. Once we feel reasonably comfortable that our sense of belonging is secure—and even better, that we might receive affirmation—then our mindset shifts to more specific individual concerns that reinforce our uniqueness and serve to make us feel special.

In short, no customer wants to be average, and the way the digital revolution has manifested, no customer has to be."

Trechos retirados do capítulo 16 "Essential #5: Personal" de Remarkable Retail.