Buying Personas (of street cats in Athens)
I was in Athens last week and I became mildly obsessed with the street cats.
Not just because there are so many of them (there are), but because watching them reminded me of something we at times forget in business:
You can't force engagement. And you definitely can't assume similarity without proof.
Cat 1 😺: Saw the food bowls people had left out. Assessed the situation. Saw me, walked away. Not interested.
Cat 2 😺: Looked almost identical to Cat 1. Easy to mistake for the same cat if you're not paying attention. But completely different behaviour. Looked at me right in the eye as I smiled and walked past.
Cat 5 (the last one I saw)😻: Right outside our office. Let me pet it on my way in. Seemed to be waiting for me.
Here's what the cats taught me:
Lesson 1: Don't mistake Cat 2 😺for Cat 1😺
Just because two customers ‘look’ similar doesn't mean they'll behave the same.
Completely different readiness to engage.
It's all too easy to think they're the same. But they're not.(For one, cat 2 looked like it had a moustache😂, and it didn’t run away)
Pay attention: "Wait. This looks like Cat 1, but it's not. Different cat. (Different Potential Customer) Different opportunity."
Lesson 2: Some customers are waiting for YOU
Cat 5 was waiting for ME.
In our work lives, we spend so much energy chasing Cat 1s - the customers who've already told us no.
But the real skill is recognising the Cat 5s. The ones who are already waiting. Who are ready to and want to engage with YOU.
Lesson 3: Make the offering accessible, then let them decide
Here's what I love about Athens: People leave food and water out everywhere for the cats. No pressure. No chasing. Just available when the cats are ready.
The cats engage on their terms.
We could learn from this in business.
1. Make your offering clear
2. Make sure it’s what they need (the cat food and water)
3. Make it accessible
4. Show up consistently
5. Then let the customer decide
Some will walk away (Cat 1).
Some look similar but may be more interested in what you’re about (Cat 2).
Some are waiting for you (Cat 5).
And then I came home.
My two cats🐈⬛ 🐈⬛ were waiting for me. Loyal. Patient. They need - Me.
That's the thing about real relationships - the ones that are most valuable are the ones that keep coming back.
(PS: I bought a cat souvenir in Athens. It looks good but isn't real. Kind of like some buying personas - perfectly designed on paper, but missing something essential- real life)
What Buying Persona are you chasing? Cat 1, who's already said no? Or Cat 5, who's been waiting for you?
