"Of course, I can have all the data I want to have—but I still have to communicate it to our players….And they have to utilize it," said Butler University men’s basketball coach, Brad Stevens, in this interview with McKinsey Global Institute.
Coach Stevens advice should resonate with any customer strategist. His best practices include:
2- Understand the players. "You’ve got to figure out how they react, how they best comprehend, how they best learn in a team setting, how they best learn in an individual setting, and go from there," Coach Stevens said. In the business world, this could be harder to scale than on a basketball team, but that isn’t an excuse. If we focus on knowing the general tendencies of our players, we can tailor the way we communicate data to them.
Consider what motivates your players. Are they driven by power, tradition, security, financial transactions, self-expression, or problem solving? Once we have this in mind, we can adapt our communications appropriately based on the way our players will naturally respond.
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