For two months this summer I shall be based in Nicaragua. Nicaragua is a mostly undiscovered country in Central America, one of scenic wonders and high economic potential. I am doing work with the largest company group of the region, Grupo Pellas. Among its wide portfolio of successful businesses is Flor de Caña – the world’s most awarded rum.
Consumers have a capacity to form only a limited number of close, emotional associations with brands and offerings from among all those they come into contact with. You want to make sure that yours is one of them.
The way to achieve that is to think of yourself as being in the business of providing lifestyle enrichment to consumers. This perspective allows you to stay continuously relevant to a broad audience.
Re-imagining boundaries is a deeply empowering perspective not just in the business world but in all aspects of our lives. It engages our natural creativity and enables us to see our environment as full of opportunities rather than full of dangers and limitations. Naturally, we can re-imagine our self-perception in this process. For example, we can acquire the mental and physical confidence to handle any conflict, and to transform from a potential victim to a protector of others.
While there is no such thing as a perfectly and continuously satisfied consumer, there is such a thing as an infatuated consumer. As with personal relationships, infatuation occurs when consumers first come into contact with a product or a service that deeply resonates with them. Consequently, they become temporarily blinded by any shortcomings or possible defects and are in a trance of positive affiliation.
Continuous innovation is both necessary and exhilarating, and we all possess the inner capacity for it. Our capacity has simply been buried and lays dormant within us. As children, our imagination knew no boundaries. We would grab a slingshot and be instantly transformed into a warrior, a spy, a huntress, or protector of treasure. But as we grew older, our intellectual comfort zone shifted from that of continuous exploration and inquisitiveness to that of conformity with accepted norms of perception. All is not lost, however. We just need the right framework to re-engage our youthful creativity and re-imagine boundaries: