"Implementing a human-centered strategy must begin by contemplating in some detail which groups are important to us, assessing their role in driving the outcomes we seek, and understanding what needs to happen to support our remarkable journey. With this knowledge we can identify and prioritize the actions we need to implement.There are many ways to group the constituencies and stakeholders we must consider. Here’s my preferred way to organize them.1. Consumers: Seems simple enough, but we must be sure to include current customers, lapsed customers, and prospects, i.e., all the important individuals we seek to acquire, grow, retain, and spread our story.2. Tribes: I’m using this term, at least broadly, in the way that Seth Godin did in his 2008 book of the same name: “a tribe is a group of people connected to one another, connected to a leader, and connected to an idea.” The interplay among members of our target consumers’ tribes is what helps us gain insight into their collective needs. Importantly, tribes are central to spreading our brand’s story.3. Networks: The principal difference between a network and a tribe is that while many of the dynamics may be similar, there is less organization around a leader and a shared idea. Your book club is probably a tribe. Your group of Facebook friends or Instagram followers is a network.4. Employees: It’s not a new idea to include an organization’s employees (or “associates” or “team members” as many retailers call them) explicitly in our strategy. In human-centered retail there are two emphasized factors. One is to include and connect them to the broader view. The other is to be sure to dial in more of the emotional considerations.5. Investors: Without capital, few enterprises can achieve their goals, so we may find ourselves borrowing money and/or seeking equity funds....6. Collaborators: This used to be more straightforward. Every organization has different partners in their success: product vendors, marketing agencies, delivery companies, and so on. They are all included in this group....7. Our Community: Getting involved in city-wide or neighborhood activities has often been an arrow in the “quiver of local, independent retailers, but being mindful of both the critical inputs and our impact on the places we live is moving to the forefront....8. The Planet: Although one would hope that corporations and governing bodies alike would pay more attention to this, for the most part it isn’t happening."
Trechos retirados do capítulo 13 "Essential #2: Human-Centered" de Remarkable Retail.
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