You Are More Than A Technology

Understanding the difference between process, purpose (see our explanation of the Preceptive Behavioral Model) and more importantly precept is the key to success in the technology sector. The marketplace is littered with companies that were so in love with the technology that they followed the process into the grave. AB Dick saw themselves as a mimeograph company and therefore missed the boat on the digital revolution (they have since tried to reinvent themselves a bit) and KODAK thought they were a film company. Apple computer languished for years as a computer company and only when they saw their brand as much more than “computers” were they free to bring us the iPod, which, subsequently, even grew their core business. At my local computer store, the poster out front now reads… “The New MacBook Pro, from the makers of iPod.”

What does this all mean? While your process or technology might be the cornerstone of your business model, your customer never buys process, they buy more efficient solutions to their purposes. By, consider that even thought the relationship between process and purpose is powerful, it is dwarfed by the power of the relationship between their purposes and their precepts.

Use The Laws Of Physics

Think about precepts like voids, holes if you will. These “holes” seek to be filled with any purpose that satiates them. In many ways, they are small areas of vacuum that not only exist in the market but, because they are a vacuum, are drawn to solutions or draw solutions to themselves.

Each and every purpose that your customer owns was created by their precepts (beliefs). We can say, with great confidence, that what your customers believe to be truths in their lives controls the purposes that they seek to fulfill.