Shortcut Success with Customer Archetypes

Most companies today use personas to guide marketing, CX, digital, product development and innovation. But too often these personas aren't actionable or aren't usable beyond their initial purpose. In B2B and B2B2C, persona proliferation abounds -- there's no overarching strategy or unifying thread that pulls them together and provides shared strategic direction. 

That's where Customer Archetypes come in. Nearly 30 years of customer-insight-based strategy work has yielded common need-based patterns that map to the world's most successful brands. By aligning your entire organization against a priority Archetype, you'll reap the rewards in terms of both bottom-line and top-line impact. 

“The Archetype approach helped us clarify our understanding of our most important customers and tighten our product thinking to target the highest value opportunities. It’s very useful to gain alignment.”
— VP Product Development at Descartes Labs

Outcomes to expect

Alignment

Alignment across teams and business units (if BUs sell to the same customer) on your priority customer outcome. 

simplicity

A clear customer-centric North Star to guide and simplify your strategies for personas, as well as for all departments and BUs.

roi

Reduce or cut resources on what doesn't support your customer outcome. Boost efficiency & effectiveness of those initiatives that do. 

who it's good for

Growing firms over 100 employees that...

  • need to improve ability to attract and keep customers

  • need to carve out ownable competitive territory that's hard to copy

  • need to identify product/market fit

  • lack the resources and expertise for strategic customer insights

  • want to avoid silos and complexity as they grow

Large enterprises that... 

  • need to improve ability to attract and keep customers

  • need to carve out ownable competitive territory that's hard to copy

  • need to reduce complexity of target audiences and personas

  • need to break down internal silos

 

 

Example Archetype Mixing

In this graphic for a hypothetical Financial Services firm, you can see the radically different experiences and business models required to win each option.   

 

 

 

Add-Ons

This is the first module in both our Group Coaching and our customized Accelerated programs. It all starts with a tight prioritization and definition of your audience. If you decide to keep going, we'll help you build out your full customer playbook.