Male: All right, if you think about your business answer a couple of questions, what business am I really—for example what does Mrs. Newman-Marcus endorse for men, You’ve got to tell me the retail business, come on girls.
Female: Client photo.
Male: Say again.
Female: Client photo.
Male: Yeah, yeah they are on the fashion business right? What business is Nike in?
Male: People satisfaction.
Male: they're going to need aspirational business right? What business is Starbucks in and don’t tell me the coffee business, what business is Starbucks in?
Male: Being awake.
Male: Like?
Male: They’re in a being a wake business.
Male: It's a lifestyle isn't it?
Female: I think feel good about paying $5.00 for a cup of coffee.
Male: How they could be a good example that this is a—your voice. —voice is a small little company when I met them they were owned by two people and one of them got very sick and she had to leave ownership and it's owned by now a wife whose husband helps and he spends his day doing auto mechanics and his night helping the wife at the company. And they came to score for advice and they were struggling because they didn’t know what business they were in. She told me “Oh, we’re professional singers, all of us, we’re vocalists.” And I understood that’s important then studied this instrument, how to use it correctly and they all have degrees in. But they were trying to sell themselves to the public as vocalists. Public wasn’t buying vocalists. When they wanted Christmas entertainment, they wanted entertainment. So we sat down and we had an exercise. We went through him what business are you in? Look us for a counselor, we talked about the kinds of things that they we’re involved and we discovered that they had acting ability.
We discovered that all of them know how to connect, I went to their first rehearsal and I listened to them sing music they have not sung before, it was all jazz it was all syncopated and I'm an amateur singer, they are professionals I want to tell you, it was the most thrilling rehearsal I've ever heard. The s’s we’re—I mean they were like that. I mean the bass work half beat on and off and they were right on time, they are professional musicians. But even as they we’re practicing, it was interesting watching their bodies. They were emoting. You could see their eyes as they watched the director. There was something more to them. So we’ve make that part of the conversation as we said “Okay, what's your product domain?” “Vocalists” I said okay, singers. I mean who goes around talk about five in the vocalist, get all the accent put it in common life. But what is your market domain?
They decided they're going to be in the entertainment business. And with that, they developed—I thought I have a sample, I guess I don’t . With that they developed a new message that went up to the marketplace that focused on the fact that they provide entertainment experience for you at the holidays. And then they’ve expanded it, entertainment experience of weddings—of retirement artists. And the year that they can't go to us they have 18 gigs and next year they have 54 gigs. They didn’t change their music, they changed their understanding by analyzing the market place and positioning themselves so people could try that.
Transcription by:
Scribe4you Transcription Services