It’s more intuitive to see how the lifestyle enrichment perspective applies to business-to-consumer businesses (B2C), but how about heavy manufacturing or business-to-business (B2B) companies? In fact, the perspective has even more diverse applications for the latter. Why would that be the case?
First, tweaking the label slightly, any B2B company should consider the workstyle enrichment impact of its offerings on its direct customers. How does your offering help to make the work of your corporate customer more efficient, more meaningful, safer, simpler, more comfortable, more fun, more eco-friendly? A good illustration of the power of this perspective is Landslide Technologies (recently acquired and doing business as Campaigner CRM and a featured case study in the final chapter of my book Slingshot.) As a start-up in 2006, Landslide entered the already saturated market space of sales force automation (systems designed to track the sales activities of an organization) that was dominated by such titans as Microsoft, SAP, Oracle, Siebel, and Salesforce.com. Landslide, however, quickly became recognized as a trailblazer by providing workstyle enrichment features to clients. In fact, boldly overstepping traditional industry boundaries, the company labeled its offering ‘sales workstyle management’ and was the first to offer such dimensions as a VIP service, a 24-hour call center that allowed salesmen on the road to dictate the results of their field activities to a live person. This service empowered salesmen to multitask, thus adding layers of efficiency, comfort, and even fun to their workstyle.
For more on the subject of ‘workstyle enrichment’, pick up a copy of my book, Slingshot: Re-Imagine Your Business, Re-Imagine Your Life.