I just got off the phone following a twenty minute interview conducted by a Vice President at one of the nation’s (The “world’s,” actually…) largest and most respected public relations companies. The interview was focused on our experience with TMPS – I know, it sounds like the interview was all about really ‘cranky’ tires. But, it was really about what you know about these highly sophisticated Tire Pressure Monitoring Systems and how what you know impacts what we do in the field: “We” being the repair community.
To tell you the truth, while interesting from a philosophical or theoretical point of view, or on the basis of the marketing program it will ultimately generate – there was nothing all that extraordinary about the interview with one small exception, and that exception was a sliver of insight I was able to garner, a glimpse of what success in our relationship should really be all about… from your perspective: the only perspective that matters.
If my experience has taught me nothing else, it has taught me that the only way you can make anything automotive ‘relevant’ to a vehicle owner is to demonstrate that it is ‘meaningful.’ The interview I just completed helped me clarify that; perhaps, even quantify it more than anything I’ve ever done: especially, when it comes to anything even remotely ‘technical.’
It’s really all a matter of three questions, maybe four. The first question should be the most obvious: What does ‘it,’ whatever ‘it‘ might be, mean? And, that should translate to: What does it mean… to me! How will it impact me: economically, from the standpoint of safety, as a matter of inconvenience, et al.
If this is relating to a warning lamp, noise or a potential mechanical problem, the second question is or should be: How will I know? That question is really all about how to tell if there is something going wrong before it actually fails and really goes wrong.
The third question is really a two part question: What do I do about ‘it:’ whatever ‘it‘ might be? And/or, what do I do to avoid ‘it‘ altogether.
The fourth questionis, if there really is a fourth question, is: How will all or any of this impact me (meaning you)?
I’ll be exploring these and other questions over the next month or so if for no other reason than to help me find better, more appropriate, more meaningful, more relevant ways to help you.
If you have any questions or comments, please don’t hesitate to let me know. Like the computer in your car or truck, this will work better if the communication is bi-directional. But, we can talk about that later!
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