A large and complex customer can be like a long flowing river. The section you normally see may be slow and wide. Perhaps the water there is clear and you can see through it to the bottom. Other sections you don’t see may be fast, narrow and turbulent.
Looking at a complex customer for the first time can be like approaching a river. The clear and serene view in front of you (the one they want you to see), does not necessarily represent the whole river. Around the corner could be more of the same, perhaps rocky rapids with hidden snags, or a waterfall. The river may split and go two different ways, or be joined by another river. Just because it’s flowing North where you are, doesn’t mean it won’t turn in the opposite direction around the next bend.
Rivers can change over time. A storm hundreds of kilometres away can make the water levels rise and rage without notice. Other times, the river may dry and slow to a trickle.
Riding the currents and taking in the scenery from a kayak is a great day out, as long as you know what you’re in for, but grade 5 white water rafting requires special experience and equipment. You can’t assume that all of the river is gentle and clear, and you can’t assume it will always be the same.
Learning all you practically can about your customers direction, speed, depth, challenges and changing conditions can help you make sure you take the right equipment with you when you prepare for your journey with them.
STRATEGY CAPABILITY COACHING 