Posted by Rich Ratcliff on Tue, Feb 09, 2010 @ 04:30 PM
Superior results can't happen without clarity. On the other hand while someone can have clarity, superior results aren't guaranteed. Execution of that clear vision is imperative, but that is of course another subject for another day.
The concept of ‘clarity and superior results' has been a focus of mine lately. While it seems novel and obvious, listening to a client that validly isn't clear with the objective of ‘selling' will only put both parties on a path to being dissatisfied with the process and more than likely the results. As I sat in a call with a potential client today I realized ‘they aren't clear regarding the question they need to answer', my objective changed to convincing them not necessarily to purchase our services, but to find clarity. Clarity in the objective of the research, clarity in the options available, and most importantly clarity in the question(s) they need to ask themselves. An hour later, clarity reached and subsequent solution is in the process of getting designed.
Clarity and Superior Results, maybe I'm a little late on my New Year's resolution and if so I'll make an exception and add another to my list. If you want to experience superior results, achieving clarity is the starting point. Nothing should happen beforehand. If we start any project as market researchers or solution developers pursuing a nebulous vision, our objectives will be less focused and even worse, those objectives may be completely incorrect thus creating ineffective research or solutions. One thing I have always been clear about, client's purchase or commission market research for clarity in the hopes that research will assist them in superior results. If we are clear about how we can bring that clarity to them, the rest is easy.