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Meet the practitioner!

become a business that customers care about with craig mcvoy


Hopefully you’ve read our Meet the Practitioner Interview with Turnkey Founder and CEO Craig McVoy on what Innovation means to him and his experience of working with some exciting brands like John Lewis, RBS Group, BMW, LV=, and Mercedes! If not, we encourage you to read that first interview here. In this interview, the second of the two-parter, we break down in more detail Craig’s upcoming Innovation Methods and Mindset Short Course, Become a Business that Customers Care About, and how this affordable, one day masterclass can help organisations to understand how to power product and service ideas with storytelling and communication strategies that drive sales, advocacy and retention.

It’s great to chat to you again Craig! So, who is this short course for?

This workshop is really focused on understanding how to develop a USP that makes you stand out from your competitors & hone in on how you design your solution for your ideal market. Knowing who your ideal customers are, and those you don’t want too, enables you to move from a product design focus to an emotional driven one, then explain it in a way that customers can feel the difference with.


What challenges might potential participants be experiencing or looking for?

They could be in a crowded market with lots of ‘me too’ brands that pretty much offer the same solution, so it becomes a race to the bottom line. Or they might be stuck, explaining their business as just features or products that are sold, rather than really connecting in a way that helps their customer see the value in using them.


Could you provide an overview of what participants can expect to learn and experience in this short course on innovation?

The course is broken down into 3 main parts really:

  • Understanding who your ideal customer markets are and what they care about, enabling you to create a target market fit for your solution
  • Creating a value proposition that differentiates you from the competition, so that you can easily explain why your ideal customers should choose you instead of your competitors
  • Using emotion to connect with your target customers, driving long term loyalty and brand advocacy.

What you really want is to attract more of your ideal customers and then keep them for longer. Creating a brand proposition that customers fall in love with, certainly helps you to do that.



What specific topics or areas of innovation will the course cover?

Creating a differentiated proposition in your market enables you to stand out from the crowd and explain why your solution delivers a better output for your ideal customer. People want to know why you are different from everyone else, and why you are perfect for them. If you can do that then marketing becomes easy and you build an emotional connection to the problem you solve.


Why do you believe it’s important for the short course to have a practical approach, and how will this benefit the participants?

You can talk about examples of other businesses all day long, but unless people understand how it applies to their specific business, then a workshop is of zero benefit. We always approach things from a practical application perspective, so the attendees can take the exercises away and build on them, to refine their proposition and maximise the impact it has on improving their business growth.


Can you share any real-world examples or case studies that will be incorporated into the course to illustrate key concepts and principles?

We will use a selection of brands to highlight what good looks like, from big brands you’d recognise through to startups who are challenging the norm. I won’t spoil it by sharing those now though, you’ll have to join us at the workshop to find out 😉


Do you rely upon any practical or applicable methodologies or frameworks that will be emphasized in the course?

We use some well-known templates in the workshop, so it might not be the first time you’ve seen things like the value proposition canvas or the business model canvas. We also use some other templates and techniques that you probably won’t have come across as they are proprietary to our approach. The real difference will be helping inspire what goes into those segments to make the inputs valuable as you starts to build your blueprint throughout the day.


Will there be any hands-on activities, group discussions, or interactive sessions during the course to enhance the learning experience?

Absolutely! As a rule, it is probably split into thirds as a workshop – one third learning new material and techniques, one third discussion as a group and one third using the exercises to start building your own blueprint.



How can participants measure the success of the course?

The real measure of success is if the attendees go away and make changes to their proposition, which results in more customers and loyalty. It might take some time and testing different concepts to land on the right version for your business, but you will have the tools to refine and use moving forward to continue to strengthen your proposition.


One last question! What sets this short course on innovation apart from others available in the market?

The biggest difference most attendees say they find, is that they are working with someone in the workshop who has applied these techniques and exercises to real life successful projects. Being able to use real examples helps bring to life the theory, and then show attendees how to apply the same concepts to their own business with support in the room provides clarity. This is applied learning rather than conceptual discussion, which means you leave with real value that is applied to your own business.

Amazing, thank you Craig! And reader, we hope you found this interview inspiring and insightful! If you’re feeling readily inspired, we invite you to sign up for the short course here.