A dream is a complete moment in the life of a client. Important and fascinating experiences that tempt the client to commit substantial resources. The essence of the desires of the customer. The opportunity ( or should it be AWEopportunity?) to help clients become what they want to be.
We shape our words. And then the words shape us.
It’s migration time. Get into the ” Dream Business “. The ” Incredible Imaginings Business “.
My rant here is that most of us are still mired in the Old Economy, Old Product Thinking. But, all of us, MUST, strategically, take pages from and come to grips with the fact that the winners of tomorrow…will be masters of the dream business.
And the vision is to visualise, imagine totally offbeat, even insane schools, hospitals, enterprises, permutations, combinations providing..so so so far from just products and services..” impossible-turned-possible-
The stakes are high. We talked about words shaping us. Here’s the next vocabulary s..t..r..e..t..c..h: dreams.
Consider this very inspiring statement made by former Ferrari North America CEO Gian Luigi Longinotti-Buitoni. Dreams are his shtick. Dream products. Dream fulfillment. Dream marketing. Dream provision.
” A dream is a complete moment in the life of a client. Important and fascinating experiences that tempt the client to commit substantial resources. The essence of the desires of the customer. The opportunity to help clients become what they want to be “.
Look at the marvellous use of words that shape dreams- ‘ complete moment’ , ‘ tempt ‘, ‘ desires ‘, ‘ essence ‘, ‘ commit ‘ and the beautiful summarising, ” The opportunity to help clients become what they want to be “.
He continues to articulate the difference between ‘ common products‘ and ‘ dream products ‘:
Maxwell House versus Starbucks
New Jersey versus California
Hyundai versus Ferrari
Suzuki versus Harley-Davidson
Carter versus Kennedy
Connors versus Pele
CNN versus WHO WANTS TO BE A MILLIONAIRE
Nothing necessarily wrong with the first part of each of those pairs. Each offers a solid workaday response to some need or another. But the second part…the part that comes after versus..” stuff ” that all carries a dreamlike power that goes far far beyond the realm of mere ‘ need fulfillment‘.
Longinotti-Buitoni preaches the marketing of dreams. An idea that he compressed into a word, all of his own making called ‘ Dreamketing‘:-
Dreamketing: Touching the client’s dreams
Dreamketing: The art of telling stories and entertaining
Dreamketing: Promoting the dream, not the product
Dreamketing: Building the brand around the Main Dream
Dreamketing: Building ‘ buzz ‘, ‘ hype ‘ ‘ a cult ‘
And for all the stakeholder apprehension about getting into the dream wagon, the financial returns on dream products are miles and miles beyond those compared to common goods.
So, let’s raise the bar. Way, way, way up. Say experience. Say DREAMS. Please!
Dramatically ( or Dreamatically). Alter. Perspective.