I love this story told to me by Bridget Kelly, a Systems Thinker, about what matters to your customers.
A ten year old boy was strolling through the park. He was wandering aimlessly along kicking stones.
He had been doing this for some time when he noticed a large and unusual target. Just before he kicked it, he realized it was actually a frog. He bent down to pick it up whereupon he heard a voice say “Don’t kick me!” He couldn’t believe his ears and picked up the frog – the frog looked at him, its eyes pleading – “please don’t hurt me”. The boy was staggered – a talking frog! The frog spoke again. “Don’t hurt me. If you kiss me I’ll turn into a beautiful princess.”
The boy continued to stare at the frog in amazement. The frog pleaded again, “Kiss me, I’ll turn into a beautiful princess and do anything you want.” The boy simply tucked the frog in his pocket and carried on down the path kicking stones.
The frog jumped up and down in his pocket furiously. The boy finally took the frog from his pocket and brought it up to his face. “What’s the matter?” he asked the frog. The frog replied “I told you that if you kissed me I’d turn into a beautiful princess and I’ll do anything you like, but you just put me in your pocket – why?”
“I’d rather have a talking frog” said the boy.
So what matters to your customers?