Consumer or Prosumer?
Well, which is it? How do you view customers and your relationship with them amidst this great shift in consumer behavior?
“What is the difference between Consumer and Prosumer?”, you may ask. Is this just semantics; more Internet ‘mumbo-jumbo’ or propaganda to keep us as business owners in the dark as to where our marketing dollars are disappearing to? You ask very good questions!
By definition, Consumer is: “One that consumes, one that acquires goods or services 
for direct use or ownership” or put another way, “A heterotrophic organism that ingests other organisms or organic matter in a food chain.” It’s all about the sale, who cares about the person. Ever been on the other end of that? Wow, what a selfish, demeaning view of our valued customers, definitely web 1.0!
Now a Prosumer is: “One who is converse to the consumer, denoting an active role as the individual gets more involved in the process.” That’s right, we are interested in others 1st, sharing, giving, 
earning their trust. Hmm… you mean customers have feelings? Opinions? They are not just mindless “organisms” who just “consumes” matter? (Yuck – who would want one of THOSE in your store.) You better, if you want to have a store in the near future.
The point – our view of our customers is critical. They are changing, they have choices. They can get poor service anywhere. Life is stressful, anxiety is growing in our neighbors lives, procrastination is up 40%, rage and rudeness are increasing across the board amongst ‘service’ providers.
Think of the Apple Store (Ty and I love the Apple Store!) – they are a perf
ect example of everyone in the company, top to bottom, viewing everyone that walks in the door as a Prosumer. They are there to help you, no pressure, as you walk around, you notice everything works and is unlocked, feel free to use as you wish. If you have something broken, they will fix it for free. Need a genius, go the genius bar and get excellent service from people who want to help you and get it right the first time. We love it as Prosumers, we feel great, we are comfortable here, we will be back. 
So, how do you view your customers? Why not ask some of them, unless your afraid of what they might tell you. If you are, then you should.
Follow Tim for all the latest on this subject here on our blog and on Twitter, Ty and I social media think tank BrainStorm, or email him at tim@perspectiveim.com
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