Human-uniqueness Performance Predictors

Every single human being on the planet is unique. Some in big ways, others in small ways. But regardless of the extent of these differences, the fact remains, we are all different.

For this reason, there are performance predictors which will be relevant to some consumers and not to others (in some cases, no others!).

For example, in Kevin Roberts excellent book Lovemarks, he quotes the following comment left by a visitor to the Lovemarks website:

"A tradesman came to my house to give a quote - but when he pulled out his Palm Pilot to check his schedule I knew I would give him the job ... When you come across another Palm Pilot devotee you have found a friend, someone on your wavelength, someone who understands." [Consultant, Australia]

So, for this consumer, the tradesman owning a Palm Pilot was a critical performance predictor. But does this mean that all tradesmen should go out and buy Palm Pilots because they are an important performance predictor? Perhaps, but probably not.

The Palm Pilot was a human-uniqueness performance predictor for this particular person. And the dichotomy here is that there may be other consumers seeking the same performance predictor, but the question for tradesmen to ask is: Are there enough consumers in this category to warrant buying and using a Palm Pilot?

What I am saying is, before running off and implementing every single performance predictor suggested by individual consumers, it would be wise to consider the greater impact this performance predictor may or may not have on your target market.