Immersing prospective customers is the 'secret'

While making a cake, your young child sticks their finger into the flour and puts their finger in their mouth. Immediately, they screw up their face and mumble "yuck" (the taste is a surprise as their older sibling had said that cakes tasted great!).

When the cake is finished cooking and has been iced you offer a piece to your flour-tasting-child to be received with, "no way". Your child has experienced the negative impact of jumping in too soon and only being exposed to one ingredient.

The implementation of performance predictors is similar in many ways to this cake tasting experience. The secret to performance predictors is ensuring you have immersed prospective customers in a range of them. Don't try implementing one or two, monitor the results and give up.

Remember, performance predictors allow prospective customers to fast-forward themselves into the future and this isn't achieved with only a couple of them. You need to promote a range of performance predictors that all reinforce one and another, and are aligned to your market position. Prospective customers must be immersed in performance predictors for commitment to be gained.