We together.
The secret new business phenomenon everyone senses but no one can put their finger on.
Emotional connection with business is possible but only on these three conditions:
Trust.
Shared values
The customer knows that by buying, they together with the business are working towards something greater than both of them.
Businesses that do this are beating the pants off everyone.
We call them “we together” businesses, and they’re the secret phenomenon everyone senses but no one can put their finger on. And with customers under 35, operating in a “we together” way isn’t optional, it’s the bare minimum.
Cue your scepticism. Maybe you’ve thought, ‘I just want to buy products and for businesses to shut up and leave me alone.’ You are right – and wrong.
If a business and its brand is faking trust, values and care, then yes, customers want that business to leave them alone. Today’s customers are very good at seeing fake trust.
But if a business and its brand are authentically “we together” it’s often subtle, simple – and humanly, glorious.
Take this example.
Tim is a builder. His schtick is vehemently keeping things transparent with his customers. He still completes jobs on time and on budget. Good and functional. Boring? No - here’s the thing. “we together” is present.
Tim and his customers stand together for better human to human relationships in building, something meaningful for the both of them and a much needed thing in the building and construction industry. Tim has a fantastic “we together” business and brand even though he doesn’t know it. However he does know that his business is growing fast thanks to the fantastic reviews and referrals he gets.
Finding and calibrating your “we together” is not easy. It takes real brains to boil down the true essence of what your brand and business does with its customers that’s greater than both of you. You have to know the right emotional connection to make. You have to let go of product features and benefits, and go nowhere near price and money and remember that “we together” is entirely about human connection.
It is essential that you understand how much customers want a “we together” relationship with your business. People want and need to feel part of something. When they do, they feel it is their duty to help that “we together” business and brand become more successful in helping more people. This means “we together” businesses grow faster and are more profitable than all other businesses.
Returning to why “we together” is absolutely essential for customers under 35. Easy answer: YouTube, Twitch, Instagram, TikTok etc. Young people have followed and supported online content creators for years, and have learned that by supporting their favourite people, they play a “we together” role in the content creation process. They now expect this dynamic with everyone they support, which means businesses. There you go. Simple answer.
So what is your “we together”? If you’re not 100% sure, it’s time to email us.