So the other day I had to commute in rush hour traffic.  When I moaned about this to my partner, he suggested I try replacing ‘I have to…’ with ‘I get to….’  In his job as a therapist, reframing is about helping people to see their past and future situations in a new way.  My job is about getting businesses to do the same – to reframe and focus their brand position by re-evaluating what ‘business’ they think they’re in.

Reframing has often been about putting a positive spin on a bad situation, and in line with this, the morning commute in heavy traffic might not be the best example!  Actually I got to see some parts of London I didn’t know and thanks to my SatNav I learned some handy shortcuts near home.  But I’m not signing up for a job driving in rush hour any time soon.

I think reframing is an important tool for understanding the real value of what you offer.  One of the key questions I help my clients answer is “what’s the real job our customers hire us for?”  It’s a great way of getting past the features you offer to a meaningful benefit and a clear purpose.  And to really defining the first two stages of The Orchestrate Method: Audience and Song.

What also occurred to me this week is what a helpful tool “I get to” instead of “I have to” can be for innovating the customer experience.  Imagine if you drew out a map of all your customer touch-points.  And then asked yourself – what does the customer ‘have to’ do at each point?  How can we make that more of a ‘get to’ for them?  How do we give them a valuable experience?

Then try it the other way around – draw out the process from the employees’ point of view and look at what they ‘have to’ do step-by-step to make it work.  Maybe then look at what they ‘get to’ do for a customer at each stage.  Last year I worked with a client who is lauded for their customer service – and I learned that’s because their attitude is “I get to do this for my customer”.  Not “I have to”

What do people get to do with your brand?




We help service businesses focus and orchestrate their brand and marketing strategies as well as providing workshops, coached marketing orchestration programmes and 121 consulting.

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