In-flight lifestyle enrichment

I previously touched on how the lifestyle enrichment perspective has diverse applications for heavy manufacturing or business-to-business (B2B) companies. This week I share with you a second example.

The offering of most any B2B company is a conduit to a final B2C offering. At the end of a manufacturing chain there usually resides a targeted retail consumer. So, as a company at the beginning or in the middle of the chain, if you can consider and help drive the lifestyle enrichment impact of the final retail offering, then you can solidify the indispensability of the entire chain. Let’s revisit the individualized in-flight entertainment system that I previously wrote about. In this example, the company supplying the system ought to focus heavily on the lifestyle enrichment impact of its offering on end users (airline passengers) as a way of creating an indispensible offering for direct customers (airplane manufacturers) and their subsequent customers (commercial airlines). I mentioned how the system was very well received in the beginning by passengers. However, their infatuation appeared to transition briskly to entitlement and expressions of dissatisfaction, perhaps bringing into question the long-term value of the investment made by airplane manufacturers and airlines in installing the system.

Next week, I’ll share a third compelling example. In the meantime, more on the perspective of life- and work-style enrichment in my book Slingshot: Re-Imagine Your Business, Re-Imagine Your Life.