Customer Insights Blog #1

Big day today! Not only do I get to write to write my first Customer Insights blog, I get to write my first blog ever. I’m pretty happy about this foray into blogging-I’ve got lots of things to say and there is really only so much my wife can reasonably be expected to listen to.

My subject is Michelle. She is the wife of a former co-worker; when we worked together I got to know both of them quite well and continue to stay in touch with them. Michelle is in her early to mid-forties, has been previously married, has no children, and has been very successful in her career. To sum her up in a word, Michelle is awesome. She is smart, attractive, and funny, and one of those people that you are always happy to see. She knows how to handle herself in any venue; whether she is in a dive bar or an uppity lawyers’ conference she can charm the entire room.

What does she think and feel?

Despite her ability and success, once you get to know her better you become aware of this uneasiness she has about herself. She is smart and capable and she knows it, and she knows that everybody else knows it too. But somehow she is afraid that she might not actually be as capable as she should be, or that other people think she is not as capable as she should be. She is constantly preoccupied with impediments she faces at work. Michelle knows what is best for her organization and she has the authority to take action, but there are enough subordinates (and a few board members) who don’t see things the same way and become obstructionist. This drives her crazy.

Michelle is ambitious and she has always wanted a position of responsibility and authority. Of course, the closer you get to the top the closer you get to being fired, and now that she is at the top she misses the security and affirmation she previously enjoyed. Her organization is struggling, and she is worried that she might lose her job even though she has dramatically improved the financial situation of her organization.

More importantly, and probably at the heart of her professional anxiety, is her worry that she might end up alone in this world. She didn’t ever have children, and although she would never say it, she is regretful. She has close siblings with nieces and nephews, but she knows that when you get old your children are the ones visiting you in the retirement center, not your nieces and nephews. She loves her husband, but they have only been married a couple of years, and since her first marriage never gave her any real love and support she doesn’t know if this one will either. She longs for that sense of security, the comfort that no matter what happens somebody will be there for you.

What does she see?

Michelle sees opportunity. Professionally, she is always ready to meet people and make them part of her network. Personally, she is ready to try new things and see what they have to offer. Rock climbing? Sure. Exotic dancing? Absolutely. What Michelle doesn’t see a lot of are her friends, mainly because she doesn’t have many. She has business relationships that she meticulously cultivates, but aside from her siblings the people that she genuinely cares for and trusts are the people she talks to the least.

One of the most amazing things about Michelle is that despite some of her insecurities, when she looks at the market she sees a world that is hers for the taking. When she needs something-a job, a boyfriend, anything-she is confident she has the ability to go out there and get it.

What does she say and do?

As much as it pains her, Michelle always does and says the right thing. Not the right thing in a moral sense, but the right thing in the political sense. She is always in a good mood and always knows what to say, and always dresses the part; but she is not always happy about it. She rebels where she can-she has a tattoo that no one can see and she has some edgier piercings she wears when she can get away with it. She will play the part she needs to play, but she needs to occasionally prove to herself that she is still her own woman.

She is very gracious and forgiving when she likes you, or when she sees you as a business asset. But if you happen to be a jerk and unimportant to her career, Michelle doesn’t have time for you and you’ll know it. 

What does she hear?

Michelle hears a lot of politically correct BS at work, and she doesn’t like it. She would much rather cut to the chase and have an honest dialogue with about what needs to happen at her organization. When she talks to her friends she does get to have an open and honest dialogue, and because of that they are the biggest influencers in her life. Unfortunately her friends don’t have a good understanding of her life because they don’t talk to her very often and they can’t give her good advice. The do tell her how impressed they are with her achievements and her abilities, but they are not able to be the sounding board she needs.

What are her pain points?

In a material sense, her life is very comfortable. Her pain points are her worries and preoccupations mentioned earlier. She is doesn’t feel a real sense of security, both in her professional life and her personal life and that is what she longs for more than anything.

What does she hope to gain?

She wants success, even though she has already achieved it. Like many driven people, she is never satisfied with her achievements and she feels compelled to continually push herself harder. What she really wants to gain is satisfaction, and she doesn’t yet know how to achieve that.