With the use of the four doors, a B2B organization can ensure that everything it does throughout the company is formulated around its customers. Consider a family farm. While the spatial door reveals how different soils and climates affect growing conditions, the temporal door will provide insight into seasonal needs. More intimately, the individual door will open to specific values, such as a preference for recycling, while a membership to the National Family Farm Coalition, exposed through the cohort door, will indicate that the farmer is likely not an agribusiness.
I’ve written about the four doors of relevance before, but always applied them to a business-to-consumer relationship. When I began writing my book, “The Loyalty Leap for B2B,” I reconsidered them from the point of a B2B company. Let’s walk through each door together.