As our burgeoning industry gradually defines itself, the continuing discussion about the importance of language rages on. Big name communications consultants have told us that terms like energy efficiency are "cold, heartless and unemotional." The smart folks at Lawrence Berkeley Labs who wrote the excellent Driving Demand study say that "retrofit" is a loser.
There seems to be a correlation between the terms we on the inside use most often and the frequency of their condemnation. And nothing is more controversial than the very term that most of us use to name our entire industry category: Home Performance. (I wrote previously about how the major firms in the industry were abandoning the conceptaltogether.)
We all use Home Performance regularly in our day to day language, our business communications and, in some cases, in how we name our companies. Yet we also acknowledge that homeowners--uh, the people writing the checks--don't have a clue what we're talking about.
One of these days I'm going to get around to writing about segmentation, and messaging by audience type, and why we need to stop these meat axe declarations about certain terminology. But, for now, here's my take on where the term "home performance" fits within the sales and customer consideration cycle. I hope the infographic speaks for itself.
Let me know what you think in the comments.