All right, So you guys, you got to figure out what people need. That's what you got to figure out. And there's a way, you know? Well, let's see. Let's go through. How do we figure out what people need? That's right. So the first thing you have to do is do kind of what I did, even though we say that's not you know, we don't want to talk about what they need today, but you have to start somewhere. So what you do is you got a list out those things that people ask for pristine water, how much it's gonna cost. You have to list those things out because you can't get to that more of that need until you listens out. So go to a board or ask your customers specifically Hey, as it relates to pools as it relates to a restaurant as it relates to my my my my agency. What is it? What are the important things that your customers are asking for and just write those down on a sheet of paper on a white board? It's really good to try to get a group of people together if you have. If you have a group of people from your company, right? Them all out on a board, All in one meeting. Yeah, And so you're going to get a list of generally what are called obvious external features, right features. That's right. And in my world, we got there. We call those functional goals. Those are just features that people ask for, which or if you're in the CPG world, it would be called a reason to believe this is like the things that people talked about forever, about how you had a message you have a message to reasons to believe. Now we know that messaging the reasons to believe is not nearly as important at driving, you know, kind of engagement or revenues than it is to ladder these into something more meaningful, which is step two. Step two is That's right. So here's what you do. You get all these things on the board, and then what you want to do is look around the room or, if you have to do it yourself kind of clear head and look at these features in aggregate and ask yourself, Why are these things important? Which is why is it more. Just start brainstorming. Why is this collectively important? Collectively Important. You're probably going to get to or I want you to try to get to 2 to 3 statements. So if you had 20 statements of features that people are asking for, ask yourself. Why are those features important that person in their life and then write down maybe two statements? Okay, so they're going to go. Well, well, you know the water. We want the water to be good for our health. Our or, you know. I know. We want saltwater. Yeah. Okay. Well, why Why do you want salt water? That's right. So why is that important? Right. And so then now, if you can ask your customers, that's the best thing you can do. But if you can't, you gotta, right? You got to write that down. So maybe saltwater is like, Well, I heard that saltwater is easier to maintain less chemicals. And so there's less chemicals that could possibly hurt my family. Or, um, if it's easier to maintain, the pool is always ready. I don't have to worry about Oh, my gosh. You know, people are coming over and I got a drop in some chlorine tablets to make sure everything is looking good. Like the salt water in a pool is supposedly better for you. Okay, Next. Do that again. Take those two statements that whatever it is you came up with and say, But why is that important? Why is it important that you don't have to put chlorine tablets in the last minute? And then what you could get two is they'll say, Well, it's so that the pool is always available when I need it, because the worst thing you may be able to you have to do is you have your kid come over. He's got his friends like, yeah, we're gonna go swimming and you're going. No, you can't say I got green pool. I got a green pool or, uh, you know, there's some allergy or whatever. So really, what you're the real important thing you're trying to do is saying I want to make sure that the pool is always ready because just like on that Sunday, Steve, I never planned on us all jumping in the pool. But we played tennis, were hot, and everybody could jump in. Imagine how that day would have looked if we got home and like Hey, let's go in the point guys, we can't Nicholas would be upstairs taking a shower, staying upstairs in his room. My wife would be in the kitchen. I'd be watching football all in different rooms. But that pool was available. It's really, like, jump in that pool. We all jumped in the pool, played a little bit. I jumped out, got my got my flip flops on and started grilling. That's the real meaning. So do it twice, not just once. Why is it won't do it again. That oftentimes leads you to that aspirational goal. The thing that I want you to start messaging against then now, now that you understand that you know, let's say for the pool company that your real job is to make sure that it's available. The pool is available. So whenever a spontaneous moment happens to bring your family or friends together, it's available. Now imagine how you're going to expand your business and communications to reflect that business that you're really in. You're not a pool company that manufactures pool. You're a company that brings your families together, and you just so happen due to do that through these features, you make pools that have that has pristine water, et cetera. Why this matters is in a crowded, crowded marketplace of pool companies, of restaurants, of agencies, whatever, you now have expanded your list of possible features you can offer. So if you're a pool company now, you can say well, to have it always available. Maybe you know you'd offer pool maintenance, which is a natural thing you should be doing right. Most cool, cos I'm probably not sure, but most companies I would imagine offer maintenance and then it could be Well, you know what? We have 24 hour service that if you at any moment, if your pool goes down, we will be there within 24 hours guaranteed. And that may be an up charge. We will provide you, um we can actually start building grill areas and we can start building like per gallon and things like that. We're not just gonna provide pools. We're gonna expand our offerings into spaces where you bring your families together. Now you can start. You can start offering more and more services to to bring people and families together so that these backyard experiences are ready to go. You can go into home security from there because now all of a sudden having a pool ready and feeling safe in there, you want to make sure that you know whether it's a higher fence line or you bring in shrubs to give you more privacy, like you see how you can expand if you know people's real reason of why they want that that service. That's why I think it's important to think about not just your marketing, because I don't differentiate you by showing families getting together in the pool is always ready, but also in your innovation, the products you're certain that you that you offer.
you know when you talk about when you do this right and you'll be remembered and people will value. It's because there there is a learning process that's happening in that you remember that time you went to a workshop and you learn something and you left with a little bit of a skip in your step. It's because you learn something you left with a little bit of a flashlight to help you see through this, uh, area that is dark often, and all of a sudden you're empowered. And that's what you're talking about. Well, also, what's interesting about that is any learning experience. You should think about it as a journey, and if you are on that journey with your customer, you have more time to create these connections and bonds everything else. If you deliver, you know, the rational kind of regular goal. Today's goals. That's usually a transaction, and that's all it is. But anybody can do a transaction. It's that journey brings you into a more of an emotional place. And where this hit me, um, was years ago, when I decided to buy a pool or to put in a pool, Have you ever done that, Steve? No, I I I learned that you shouldn't do the pool because they make money. That's exactly it's like buying the boat, right? You never buy a boat. You always have your best friend by the boat, right? You're going to your buddies. Yeah. Okay. So I live in a community, um, in the suburbs of Dallas and we had two community pools, so and it was just starting to be built out. So those those pools were oftentimes just us and maybe three or four other families. So I remember years ago my wife talked about getting a pool and I did the exact same thing. You did say we will never put in a pool because I will never recoup our costs. And today there's no reason to have a pool because there's a pool right down the road. We just got to jump in the car and get over there, walk to it, in fact, and we can get there. And the pool is never very crowded. And so I resisted. And then a year later, so we go to pool whenever we needed to. And a year later, same thing. I think we should really get a pool like there's no reason why I should get a pool. We have that pool right down the street and it is always available. We can go in there any time we want. Nobody wants to stay past 10 anyways. So then, um, I made the mistake. And the mistake was we took Nicholas to a birthday party for his birthday party. Actually, um was at the pool, right, chief, we go to the pool and it got crowded, right? And there's a moment where other kids were kind of sneaking in and grabbing pizza. You know, you're kind of like, Are they at our part? I don't know. I don't know These kids and all of a sudden, you know, you can't see your kids. Your kids kind of away. There's too many kids are losing them or whatever. So that was the first time where I said, All right, well, let's just think about putting up. I don't know how much these things cost and guys are expensive, man. They're much more expensive than I would have thought that people would be. I never thought we'd have a big yard, so but if you ask me? Um, especially back then, Before I was really thinking in this way, What do you want out of a pool? But, you know, I wanted to be, you know, low maintenance. Of course. I want to have really clear water. I want my pool to be clean. I wanted to look good in my backyard. Um, I want to make sure that the chemicals don't hurt us in some way. You know, the basic things you would ask me if I was. So this is the stuff that would happen when we went to a couple of different pool companies to have them, you know, give us a bid. We went like four. And those are things I asked for. I said, Hey, you know, I want to pull its low maintenance. I need this kind of dimension. I kind of like the shape Those are all great things, But frankly, every pool company can make whatever shape you have. They all basically have Clearwater. They all basically have low maintenance. So there wasn't really a point of differentiation until this one pool company came. And I remember it was the third bid and they didn't design and the way they designed the pool had us looking like where they place, like, an area to sit. You know, they do the whole thing, not just the poor, but they kind of show you where you're gonna sit. Maybe. And they had us looking directly into our neighbor's house. And I remember thinking myself, Well, that was stupid. Like, who would think that was the right thing to do? And but what? And I didn't say that to him, of course. But my guess is the guy put my stuff in, like, an hour before the appointment. He was probably Oh, my God. I got to do something. He did it. He did the auto cat, right? But that was the first time I thought to myself, Wait a minute. That was a point where this guy was going to give me a very bad experience. If I didn't notice that I'd be looking directly into my backyard into my neighbor's house. That would be a bad experience. I started thinking about the experience side and the aspirations I had. I started asking better questions rather than saying, Well, tell me about your maintenance plan. Tell me about how we're going to finance the thing I start talking about. How are you gonna give me a better experience for my family? And the fourth pool company told us And they designed the dimensions of the polls. Show how from here from your back window, you can see Nicholas swim, which is important for my wife, right, because she always wanted to make sure she could swim. So all of a sudden it wasn't about a pool about pristine water. It was about a pool being that Melanie could see. My son, which is safety oriented, right? Being a good parent, they got this emotional place and I'll never forget this. So people ask me in Our community seems today like me. And, you know, like, I'm thinking about doing a pool and think about doing a pool, and I actually recommend them, which I know you hate that because you're like, What are you doing? Like it's because you'll never make your money out of the pool. Um, but here's why. I recommend it because it gave me something. An experience I never thought. And I always dimensional eyes it like this. There was a Sunday. I never forget this. We all went to church. We came back from church. We then actually, as a family, went to go play tennis for about an hour. We came back home. Then Melanie and Nicholas jumped in the pool and I was grilling. And there's this moment where I looked down and there in the pool and they're playing around. Obviously they're grilling and I said, We've been together the entire day and it's like that American dream. It's like the thing we all want, right? That like having a place where we're at our house together we didn't have. We weren't like all different rooms. I think we're all in this one place enjoying ourselves as a family. And I was like, This is why it was an investment. It wasn't a cost. And it's, you know, these things are like $80,000 nowadays, $100,000.100 and $20,000. And I thought to myself, that is the real reason why that pool matters now. And that's the place where if you're a pool company, if you want to compete against guns, pristine water, you go down to those those kind of goals. If you will today's goals and you're gonna be price competitive. And if you're not price competitive, nobody's gonna choose you. It's basically whoever charges me the least amount of money. But if you can now start talking to how you're going to help me reach this aspirational goal, which in this case was I was thinking like I don't even know I had that aspiration. But it's like I'm going to bring my family into, like the Clark Griswald moment, right in Christmas vacation, where everyone's jumping in the pool and Uncle Eddie's there. And I was thinking, That's really what I paid for And that's what differentiated them. And they got 100 $100,000 I guess, out of my out of my budget, because they were able to show me how I was going to be able to reach this aspiration. Yeah, I love that you're right, totally right, because if you're just selling features, then everybody else is selling features. But if you're helping them see themselves in the moment that they truly desire, for some reason they started this journey checking out pools. Why did that start? And you're starting to dig in and connect with him. And you know what that says? Hey, I understand you. You're safe. I'm going to help you figure out what's the best version of this that you need. That's right. And I did not buy what I wanted. I wanted clean water. I bought what I needed. Psychological. They even realize it, Which was these moments of connection. And so that's why I want you to figure out and the audience to figure out what do people need not not necessarily what they asked for. But we are going to say like it has to have pristine water like it has to deliver. But those are table stakes in today's world. Exactly.
Well, I'm telling you that you're you're forcing us to step over a courageous barrier because when especially if you're a smaller business and you've been you just need to pay the bills. And so people come in and they say, I need this and we're all excited. Hey, I got what you need, Really. There is a place that we're going to get to where we can better serve them if we go. Well, I know that's what you're saying you need, but really, this is what you really do need. That's right. Not not even just from the the emotional payoff of getting something that you said you needed. But how it's going to make you feel and why that's gonna be important we'll talk about this later is that when you deliver on people's psychological needs that seems sometimes way far away from the product you offer, they will remember you in ways that you will come up to mind in topics and conversations that otherwise have nothing to do with your product offering. But you will come up the top of mind and we'll talk more about you. The galactic benefits for long term memory, etcetera so what it comes down to Steve is goals, and we've We've talked about this in episodes before, but if you read the book, there is this whole chapter on goals. And here's what I tell you for your for your customers out there. Let's let's let's help us understand goals. It's clear in your head I've got goals and maybe a soccer inclined. What do you mean exactly? That's right. So a goal is defined as where you are right now versus or and compared to where you are as an aspirational, self desired transformation is your entire transformation. That's right. So whenever I talk about goals, you can rattle off the first part where you are today. Many people can rattle, so I wanna be better soccer player. I want to eat healthier, whatever. What's harder for you to do? Because we just have the time. We don't think about this as much. Is understanding your desired end state who you want to be and what if you look in the literature? It's We always move towards our goals of who we want to be. Our aspirations, like the better version of ourselves, the better version of our business, the better parent that we think we can be. So if you only focus on the things that people say, what they want today, that's good. I mean, you'll satisfy them. But that's not a point of differentiation. Anybody can deliver better value, better quality, you know, great tasting product. What people don't deliver, oftentimes is that feeling of I'm a better version of myself, and that's the point of differentiation, I think, in a very crowded marketplace.
So here's the thing that I really loved. When I read your book and I was going, I felt this. But I needed someone to walk up and kind of bonked me on the forehead and say, Steve, people don't buy what they want. They buy what they psychologically need, And although you might have had, I would have said, Oh, yeah, prove it to me So here's Here's the deal. Prove it to me Well, right, well, I can prove it to you through lots of different, uh, years and years actually of scientific work. Um, but here's the deal. Here's what I mean by this. So some of you guys may read this and say, Oh, I know like, Well, you know, we only by our needs, like I'm not being kind of place it or kind of trying to be funny with those words. What I mean to tell you is that deep down inside of you, you have a need. We all have these needs for lots of different things, by the way, and for the most part they are subconscious. You're not even actively aware of those needs. But if somebody asks you what your needs are you can rattle some things off, but technically, those aren't really needs. Those are your functional goals. So I'm going to step into goal theory today. Um, and why that matters to you? If you're a business owner, is that I want you to stop thinking that you need to deliver what your people ask for and what they want. That's not necessarily your job. I want to expand your thinking to deliver what people need, which I'm gonna show. You can expand the offerings that you offer and your competitive set in a very good way.