Mutualism

There’s a biological theory called mutualism, which is about two distinct organisms, usually of different species, working with each other to the benefit of both

It’s the symbiosis of bee and the flower...both need each other to survive and their  contributions are equally critical to the success of their relationship.

I far prefer mutualism to parasitism, in which one organism benefits at the expense of the host. I think we'd all be happy to avoid leeches and other nefarious bloodsuckers.

 The way that businesses concern themselves with customer relationships often fall somewhere on the mutualism to parasitism paradigm. I think it can be summed up pretty simply - does your business see a customer or prospect as potential revenue or as a human being? Take the  Comcast customer service debacle that went viral in July. Here's a company that would seemingly abuse the customer relationship in order to hold on to that $$$.

Things are changing, though. There's an evolving relationship between customers and companies – a movement away from the transactional nature of “hey, here’s our product” and “ok, here’s my money” to one that is more mutualistic in nature. 

The Google’s and Apple’s of the word are building their business around a mission statement and a vision for how they add value to the world. Then they consider the products, services and experiences they need to deliver to make good on their mission.

 It's why Patagonia gets away from saying "don't buy this jacket. They are focused on driving positive environmental change. On reducing waste - it's a "values first" campaign.

It’s why people lined up when the first Android phones arrived – even though Google had never delivered personal technology or an operating system, people understood the promise and were open to anything Google would offer. It’s why people trusted Apple with iTunes – their first foray into the music business. It’s why people will give the Apple Watch real consideration.

There’s a flipside to mutualism in the business world, and that’s the value that customers give back to businesses, and it goes beyond their hard earned cash. As valuable, and sometimes more, is customer advocacy. But even more than that - their feedback; suggestions; input. One of my favorite examples is My Starbucks Idea, a community of Starbucks customers voting on suggestions for improving the company's business. 

I begin just about any client strategy by probing into their mission - what do they stand for that adds real value to people's lives. As interesting is the question for their customers - what do YOU want to do in return, to add value back to the business?  For companies that are focused on creating value in the world, I've fond people are very willing to contribute (beyond financially). The best companies, and the best marketing, build this mutualistic relationship - benefiting both the company and the customer (two very different organisms!).