One Generation, or Two?

Seems like an obvious enough question: "my clients." But, should that be where your focus is?

Many businesses focus on what I'd call "one generation" of service: they are explicitly focused on serving a particular audience directly.

For example, a coach, a marketer, or even a mechanic, who says, "I provide x service to better your experience of y." Their focus is on that particular client, meeting their needs and making their lives better.

And hey, that's great. If this sounds like you, then you're being of service to the people you see. And you'll be successful to whatever degree you'll be successful.

What if you embraced a "two generation" model: focused not on bettering the lives of your customers alone, but on bettering the lives of your clients' clients?

For example:

• help the coach help their clients,
• help the marketer serve their audience, and
• help the mechanic do even better for their customers.

Small difference? I think not.

If you help a coach with their problems, that's great. And the coach will listen to you as long as that problem exists.

But if you help the coach serve their clients better, then that coach will listen to you _as long as they have clients to serve._ Through helping the coach be a better coach, you're gaining a client for life, not just to get over the next hurdle.

Helping a mechanic to get a handle on their accounting systems is great. But, help them do that so they can serve their clients better, and you've just gone from being a "temporary help" to an "indispensable service."

Think of people like Seth Godin and Guy Kawasaki; their work isn't just about you having success at work, their work is focused on helping you help your people have better experiences, which, in turn, results in greater success for you.

• How could your business benefit from adopting a "two generation" focus?
• What would a "three generation" model look like? Can you think of an example of one?

(oh, one more thing: I'm sure I'm not the first person (or even the 237th) to think of this, and yet my Googles are coming up empty when I try finding other references to this idea... know of anything? I'd love to hear.)

Happy Journeying,
Adam Kayce
MonkAtWork.com

p.s. Don't forget, if you have a thought, question, or want to join in the conversation, come visit this article online, and jump on in (the water's fine):

http://www.monkatwork.com/2007/04/09/one-generation-or-two

©2007 Adam Kayce, MonkatWork.com. All Rights Reserved.

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