Client = Audience Suppliers = Supporters

A change in view may be a change in your business fortunes.  Where you start to see your client as your audience (and treating what you do like a television programme or stage play) you may start to recognise new, innovative ways of doing things.  I think changing your viewpoint is a great way of looking differently at what you do, because it makes you focus on what your client wants, and you become sensitive to your ‘viewing numbers’ instead of internal issues.

Consider the following take on how you would treat an audience:

·       Do you products have a show business appeal to them?  They should be attractive and catch consumer attention.

·       Do you track what clients want, like looking at audience share?  Why aren’t they tuning in?  Could you give them something else?

·       Do your brochures act like play bills or movie posters?  Why can’t they have a bit of show-business to them?

The classic company taking this approach is Disney, who calls the people who work for them cast members, for example.  How could you reframe what you are doing to give it a positive spin that would rub off on clients and everyone your company comes into contact with?

There is also a good psychological basis for why this works, called reframing, which can be used in a number of business and non-business situations.  Give it a try and let me know how it works.