Get your story straight
What you say about your business matters less than the overall experience customers value most. Vernacular interviews your key customers to uncover the truth and sharpen your brand promise.
Customers and markets are dynamic.
What was true about your company’s point of difference and the core value of your offerings can sometimes date.
We test the waters, getting inside your customers’ heads to gauge perceptions and the potency of your brand promise and sales pitch.
Vernacular interviews key customers to understand their big issues, how you stack up, and what you need to say to stay relevant and ahead of your competitors.
- We start by reviewing what you believe about your business, your customers, the problems you solve, and your unique advantages
- Then we develop a discussion guide to steer customer interviews, exploring their needs and issues, and perceptions of your value
- A picture emerges after three-to-four customer interviews
- Our summary report contrasts your views with customer perceptions. We explore customer problems, their broader ambitions, and how you can better position your offerings to make them the obvious choice
Vernacular clients have used our insights to refine service offerings and use cases, rewrite capability statements and service profiles, finetune business pitches, and turn up with the right information at key moments in the customer relationship.