Disentangling the three languages - customer, product, and business - is crucial for effective communication and collaboration within a company. Each language represents a different perspective and set of goals. The customer language focuses on needs, pain points, and desired outcomes. The product language revolves around strategy, features, and delivery. The business language emphasizes growth, profitability, and overall success. Conflicts arise when these languages are not translated and understood properly. Bridging the languages requires tools like JTBD and user stories to connect customer needs with product development. It also involves articulating how product efforts contribute to business goals using a metrics framework. Clear communication and precise language foster better teamwork and alignment.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Disentangling the three languages: customers, product, and the business | Transition from miscommunication to effective communication | Improved collaboration and alignment among stakeholders | The need for clarity and understanding |
| Using the right language for each context | Improved contextual communication | Enhanced comprehension and effectiveness of communication | Contextual relevance |
| The language of the Customer | Focus on customer needs and desires | Greater customer satisfaction and success | Meeting customer expectations |
| The language of the Product | Emphasis on product strategy and development | Better product alignment with market demands | Product innovation and competitiveness |
| The language of the Business | Prioritizing business growth and profitability | Increased financial success and sustainability | Business expansion and market dominance |
| Translation | Bridging the gap between different languages | Improved understanding and collaboration between stakeholders | Effective communication and alignment of goals |