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Evolution: from Darts to Dance

Take aim and evolve

Evolution of your service or product is usually an organic process. You consistently make small tweaks and advances in order to ensure you are offering only the best. 

But these developments are often internal and can therefore go under the radar – unless you constantly market your service or product as significantly new and improved. That's the way it should be, otherwise marketing would get ridiculous: “John changed his desk around last week, so that he could be more productive, and process your orders, on average, 1.04 minutes faster. Because it's the little things that count.”

So, what kind of evolution constitutes a new marketing push? How about evolving to reach a wider audience...
There's a lot of marketing talk about defining your audience, and targeting them as hard as the pointy end of your dart can hit. Bullseye! Yet, the other sections on a dart board are worth points, too. 
Thinking outwards of the bullseye could mean you hit an area that you didn't previously suppose was valuable. But, as is with a game of points, they all add up and hold different significance. So it is with your customers.
Just keep in mind that darts is still a game of precision and aim. If you are going to aim outside the bullseye, you need to know why. The important thing is that the service or product is truly valuable to this new area also. 
For example, the English National Ballet has been conducting research for the past 3 years into the effects of dance on people with Parkinson's and recently released the results (see them here). Here's a company whose 'bullseye' is world class ballet performances, but broadening their perspective has allowed them to reach different audiences, evolve their product/service, all the while producing different but equally beneficial results.
So how do you know in which area to adapt and grow? Think from the customer's perspective:

  • First, list all the benefits of your product or service. 
  • Then make another list of all the groups or individuals who could find value in those benefits. 
  • Lastly, make a list of how your product or service could adapt to suit the needs of the customers you've just noted down. 
And, viola! Via a game of darts and making some lists, you've found a wider audience for your products and services.... Mr. Charles Darwin would be proud.



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