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No Beginning, No Middle and No End

When I was growing up, my dad got up, went to the office and worked, came home put his brief case near the door, where he picked it up on the way to office the next day.  I work from home,  I never leave work and I do not have a brief case. My workday does not have a beginning, middle, nor end – this is not a complaint, nor is this a work life balance post. Work and life are “integrated” (thank you Paul G for the epiphany). Relationships are integrated, friendships are integrated, nothing is just one thing anymore, connection points just keep increasing – That is my way of thinking about the ‘Internet of things’.

My conversations on Social Networks channel hop; from Twitter to Blogs, Linkedin, Facebook, Skype, Phone, Text, Email and Real-life and back again. They can start and stop on one channel and simply move on to the next. Conversations no longer have a beginning, a middle nor an end. I take part in many conversations, with many people and the diversity of topics is awesome. Some people are part of 3, 4 or 10 different conversations. That said, I need something (aka software) to help refresh me in regards to a particular conversation with a specific person. This is my Internet of things.

Buying Cycle; Sorry, no Beginning, Middle or End

On the consumer side, I am in the market for a car the moment I drive off the lot with a new car. Why don’t car dealers realize this fact? I am the same way with Computers, Phones, Cameras and Watches – I admit it. Do I always act upon the ‘urge’ – no! I have my first new car (not minvan or family SUV) in 25 years. I get a new phone more often than most, not as frequently as some. On the camera side, should my wife be reading this, I will pass on this part of the conversation (hint: she probably wishes it had an end).

It is very hard to figure out exactly where in the buying cycle a person, prospect, buyer might be, why is that? Likely, because they do not know! As buyers know a whole lot more about you than they used to in years past, I am not so sure they know any more about themselves. Buyers are really well informed on what you can do, but I am less convinced that they equally aware of what they need. Their needs are driven by what you can do, until they really think about it. Because, this is backwards and it is a vicious cycle.

A byproduct of the consumerization of IT is that IT are starting to act like consumers!

(The best image for this post would be Esteban Kolsky’s‘s infinity loop / continuum, but too many others have borrowed it without giving credit. I will just give credit and not use it)

Comments on this entry are closed.

  • twieberneit June 27, 2013, 2:39 AM

    Hi Mitch,

    nice one. Here is some more food for thought: I as a consumer might not know where in the buying cycle I am but unsurprisingly companies that use the data at their disposal have a far better idea of this. Thanks to all the electronic traces that I leave.

    With that they even have the possibility to move me forward on this cycle into a position that places me far closer to the next purchase (with them, of course).

    The word is that social media shifted the balance towards the customer. Maybe. Social media and big data (very ugly term – we should get rid of it again) actually make the smart company – the one that chooses to use the data at its disposal – even more powerful.

    So, yes, the end is the beginning. And the consumer doesn’t really know yet of what

    Cheers from Down Under
    Thomas

  • Wim Rampen June 28, 2013, 3:33 PM

    Hey Mitch,

    Indeed.. needs exist, even if fulfilled. And yes, they (customers) are not (consciously) aware of what they need. Yet, (customer) needs, imho, are not driven by what you (buyer) can do, but what (outcome) the Customer desires..

    Needs are driven by desires arising from a mostly unconscious continuum of interactions within (social) context, beliefs and jobs to be done.. continuously

    And I applaud your credit to Esteban’s work! Thank you.

    Wim