The Creativity Suite. Episode 144: The Unknown Need
Interview with Dave Harrison, former Sr. VP and Chief Marketing Officer at GAF.
We are all aware of the Rumsfeld Matrix. That is: “Known knowns, Known unknowns, Unknown knowns and Unknown unknowns.”
But have you heard about the Harrison Matrix? Probably not, since I just invented it following a discussion with the very innovative Dave Harrison, former: Sr. VP and Chief Marketing Officer (among other things) at GAF, the world’s largest roofing manufacturer.
The Harrison Matrix is a variation of the customer and her needs.
Known needs – what the customer thinks she needs.
Known “unneeds” – what the customer knows she doesn’t need.
Unknown needs – what the customer doesn’t know she needs.
Unknown “unneeds” – what the customer doesn’t know but she doesn’t need.
Most marketeers and salespeople focus on the “known needs”, trying to convince people to buy their product by appealing to a need the customer thinks she has.
But Dave Harrison talked to me about the importance of also appealing to and primarily focusing on the “unknown needs” of the customer. When you get that message right, you’ll find your gold treasure.
Here is an example of leveraging the “unknown needs” from the roofing company GAF:
Most roofing companies promote their product as a great way to protect the house from extreme weather (rain, wind, snow, etc.) because that’s the customer’s known need.
And while it’s true that customers are looking for products and installation services that protect their home from extreme weather, Dave and his team at GAF went beyond promising solutions to known needs and added a primary focus on the “unknown needs” of roof buying customers.
What is the unknown need for people buying roofs? In the past, warm moist air generated from showers, sinks, and washing machines escaped through drafty windows, doors, and siding. Now, homes are energy efficient, and therefore that warm moist air is not escaping; it is going up into the attic.
Warm, moist air in the attic creates unknown but significant risks and problems. First, the attic becomes a perfect breeding ground for mold with added warm moisture and therefore puts your family’s health at risk, especially for asthma. Second, warm, moist air degrades the effectiveness of attic ventilation, resulting in higher energy costs. Third, heat trapped in the attic fries out the roof prematurely. Fourth, 90% of homeowners think they have a manufacturer lifetime warranty plus insurance coverage, but these protections are void the day the roof is installed. That’s because manufacturers and insurance require that the roof system is built according to attic ventilation roofing codes. Surprisingly, nine out of ten roofing contractors are not following ventilation requirements.
Do roofing customers know these tremendous risks? No! However, when marketing and sales share the reality and importance of this “unknown need” they are very keen to find a solution to it. And of course, that is just the solution that GAF’s roofing material and their aligned Master Elite roofing contractors are uniquely providing.
Under Dave Harrison’s leadership, GAF went from a weak #5 roofing company in North America to #1 and from $600 million to over $3 billion.
In summary, every other roofing company is selling “known needs” of protection from the weather,” but that approach doesn’t help you stand out. With that focus, there is no difference because all roofing material and installation are perceived as the same. You need to stand out and you do that by demonstrating you meet their known needs but are a much better option because you also uniquely solve their “unknown needs.”
Dave: “If people trust you, they will give you credit for delivering what they expect, which is their known need. But when you help customers understand the solution to important ‘unknown needs’ you both emotionally and logically reach deep into their ‘awareness blind spot’. By providing this insight, customers will be grateful and rewarded as loyal customers and proactively recommend you to family and friends.”
Another example Dave shared of a strategic focus on “unknown needs” was from years ago with the development and launch of REACH toothbrush while at J&J. The “known need” expected with a toothbrush, of course, is that it helps you clean your teeth to prevent cavities and assures healthy gums to prevent tooth decay and eventually dentures. The “unknown need” was that people were unaware that most cavities are in the BACK teeth.
So, REACH toothbrush created a difference that delivered both the expected known need but highlighted the unexpected unknown need. How? Reach toothbrush has bi-level bristles that both remove debris to prevent cavities and gets in under gum line to avoid decaying teeth. But, did you know most cavities are on the back teeth? That’s why REACH is angled like a dental instrument to reach the back teeth where most painful cavities develop.
What’s the lesson? Ask yourself what is your customer’s “unknown need”? How does your product or service help solve it and how will you communicate it effectively?
The Harrison Matrix concept is simple: Aim for the awareness blind spot and you will see your sales and profits soar.
09
Dec