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Preventing business failure in the future

Tatiana Barco Forero

Tatiana Barco Forero

Apr 11, 2022

1 min read.

Do you ever think of the users of the future? It gets scary just having the thought of the success of my business in ten or twenty years. Many doubts rapidly appear: the first one obviously is, am I going to exist? Will my value proposition be the same? Will I still have the product-market fit or will my offer change dramatically?. I believe it's a constant uncertainty, but let me tell you: companies that have an innovation DNA inside always have this fear.

I’ve been reading about products, businesses, and solutions that attract the Z generation, since they are the users of the future, and we as strategists, CEOs and leaders need to learn a lot about how they behave, what their needs are, and what type of solutions they are looking for.

It’s amazing how different they consume digital products, the way they fall in love with brands, and the type of characteristics they see as a direct benefit for them.

They are another type of user persona that needs to be taken into account if you want your business to be alive in ten o twenty years. These are some of their main characteristics:

  • Designing with a convenience mind: feedback functions that make them feel heard.

  • Offering Transparency: as brands defend an opinion and statement, they value honesty.

  • Be authentic: no more templates or the same value propositions. Find the differentiators.

  • Hand by hand with technology: they are native digital users and will always prefer digital interaction to humans.

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