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| "I Am Jack!" by Steve Vaught |
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For the second year in a row, White Rabbit Group was invited to kick off the Iowa Association of Business and Industry’s “Taking Care of Business Conference”. This year we asked one of our clients, Kreg Tool, to share the stage with us and show how they have installed the vision in their organization.
CEO, Todd Sommerfeld, lead us through the history of Kreg Tool, from their first woodworking tool built by his father in their garage to the present day operation employing over 100 people and selling world-wide. While they were a successful company, they were pointed in many different directions. With their skilled staff they could make any kind of tool – and they did. Todd had a vision for Kreg Tool, but he couldn’t get others to “see” it.
White Rabbit group helped Kreg’s Executive Team determine their Sweet-Spot Customer: The woodworker within. They all agreed their passion was in helping the amateur woodworker and developed a detailed narrative of who this person was. They even took the process one step further and named their Sweet-Spot Customer: Jack.
Identifying Jack (and their promises to “him”) were the “keys to the kingdom” for Kreg Tool. Now they knew what kind of tools to build – and not to build; how to market more effectively; who to hire/fire; in general, they were confident the right business decisions were being made – not just hoping. In fact, the mantra around Kreg Tool has become, “What would Jack want?” It guides everything they do.
After the presentation, and well into the evening’s festivities, conference attendees would introduce themselves to Todd with the same phrase, “I am Jack!” Not only had they purchased a Kreg Tool product, they were delighted to learn of the company’s devotion to customers just like them and their inner woodworker.
Discover the power of agreeing upon and personifying your Sweet-Spot Customer. The focus and purpose it gives everyone in your organization is undeniable and immediate.