Target Market Behaviours During Loss, Uncertainty And Change Craig Johns Business Coach High Performance Leadership

Target Market Behaviours During Loss, Uncertainty And Change

Photo by NordWood Themes on Unsplash


By Craig Johns

What are the stages of target market behaviours that people are currently going through as they come to terms with loss, uncertainty and change living in a remote world of COVID-19?

As a leader, CEO, entrepreneur or influencer you are trying to figure out how to firstly retain, but also recruit in the future, your valuable clients, members and suppliers. You first need to understand your target market behaviours and then you can understand the importance of your digital presence right now.

People will go through these 7 stages at varying speeds, so it’s important to be digitally present right now to capture their attention. Here is a brief outline:

Stage 1 – DENIAL

When COVID-19 first came to light, most people brushed it off, as a concern in their world, and continued on with normal daily behaviour

Stage 2 – SHOCK

When governments started to enforce restrictions, peoples jobs were uncertain, they were unsure if they would be able to put food on the table and stock markets started to take a dive, people took notice and the shock of it caused them to start seeking as much information on COVID-19 as possible. They became totally infatuated and engrossed in it.


They become overwhelmed with the information and any word starting with “C” creates a stress reaction, so they start to withdraw from the intense exposure of COVID-19. Less time watching news, less time on social media and taking a break from digital technology. They start to withdraw inside themselves.


The sudden change, chaos, loss and uncertainty, causes them to go inside their thoughts as they reflect on what is really important to them, what are their values, what is their purpose in life, why am I doing what I am doing and is there a better way. They begin to think about how they can upskill and upgrade themselves as a person. What am I learning about myself, that I want to change? They start to think about what personal and professional development they require to be a better person, better parent, better leader and create a positive impact in their world and hopefully as a custodian on planet earth.

Stage 5 – RESET

They start to create a new way they want to live, a new way of thinking and a simpler way of life. New behaviours start to form, they want to become a better person or a better leader, and they start to dream about new health and fitness goals, but they realise they don’t have all the answers and they need help.

Stage 6 – BROWSING

Internet has now become their new best friend. They start browsing or window shopping so to speak. What are the solutions in the marketplace to solve my problem of creating a better way of living. How can I be healthier, how can I improve my personal performance and how can I achieve my goals. It won’t just be solutions they are looking for, it will be how do they get RESULTS to the problems they are seeking an answer for. They will only be able to find solutions from the people who have a digital presence and are visible in the digital community of the internet and social media.


Once they have browsed they will choose the option that can show how they get RESULTS and that they trust. They will make a decision based on the information they can easily get access to and is SIMPLE to understand. Some will be ready right now, so they are looking for solutions that can be done easily via the virtual world of internet, video conference and phone call, that they can do in their comfort of their own home.

My question to you is:

How are you creating your digital presence and most importantly message, to not only solve, but show how you can help current and future clients, members or suppliers get RESULTS, starting today?

Understanding your target market behaviours to thrive, not just survive in COVID-19.

Want to learn more:

Craig Johns
Craig Johns
Craig Johns LinkedIn

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Jana Kapr (Billigence) – Delivering Insights to the Fingertips

active CEO Podcast #25 Jana Kapr Delivering Insights to the Fingertips

Jana Kapr – CEO Billigence

Craig Johns explores the leadership styles between Logica and Vodafone with Jana Kapr; the challenges of merging different cultures andbusiness structures; reacting to being told you are dictator; becoming anentrepreneur; and understanding the vision of the client. We also talk about managing family, work, exercise and other focuses; why sport allows her to perform at ahigher level; the impact former Vodafone Australia CEO, Grahame Maher and her dad had on hercareer; and the importance of blocking time in your diary for yourself.Over the past ten years Jana co-founded Billigence, with her Husband Michael, which is an international consultancy delivering innovative business intelligence solutions. She transitioned into the CEO role at Billigence, four years ago.


Jana thrives on collaboration, going the extra mile and is known to deliver beyond expectations. She is passionate, committed and easy to work with as she excels in managing and leading complex projects. In her spare time she loves to compete in triathlon, snowboard and cross country ski.

Growing up in the Czech Republic, she completed a Masters Degree in Engineering at the Czech Technical University in Prague. She continued her education at the University of California Irvine and in Australia with an MBA Graduate Diploma in Economics, Law and Finance at Deakin University.

Her career took a leap forward as she took on a Senior Consultant role at Logica, whereshe delivered Energy and Utilities projects in Europe, US and Australia.

In 2001, she commenced 9 successful years at Vodafone Australia, working her way up to Head of Marketing Planning. During this time she has delivered major projects and programs with global companies such as Apple, Google and HTC. Her expertise in integrated business plans, cross-segment product roadmaps and designing strategic processes has led to receiving Vodafone Hero and most prestigious employee excellence awards.

Jana talks about:

  • Growing up in a little town near Prague, being very active in sport
  • Being inspired by her mum and dad to study engineering
  • Having the opportunity to work on real-life technology problems while studying
  • Knowing Czech Republic was too small for her and the desire to travel.
  • How Logica offering her a role as a graduate to work in England, Netherlands and then in Sydney, shaped her leadership style.
  • The differences in the leadership style between Logica and Vodafone.
  • How the former CEO’s of Vodafone Australia, Grahame Maher and Russell Hewitt had major impacts on her career and leadership style.
  • Managing the launch of the first Apple and Google phone plans.
  • Juggling having her son Martin while continuing to grow as a Senior Manager at Vodafone.
  • The tough decision to leave when Vodafone merged with Hutchinson,
  • Why starting Billigence, with her husband, was her best career decision
  • Getting the feedback that she was a dictator by her team as a young manager.
  • The importance of reflection being authentic and making leadership your own.
  • The Purpose of Billigence, which involves delivering insights information to the fingerprints of the end users
  • Synergistic learning from their customers and clients
  • Managing stress levels, mental health, travel, family and juggling everything is the biggest challenge
  • How she wouldn’t be able to do her job without being active and doing sport.
  • Billigence sponsoring a kids triathlon program called Go series, in Sydney
  • Why Billigence sponsors their employees to do Parkruns.
  • Prague Orbit project which fundraises money for families with disabled children
  • Going on her first girls trip to Bhutan before Christmas.

ActiveCEO Wellness Tip                                                

Priority Meeting – A workout is just as much of an investment in your career as it is an investment in your physical and mental well-being. Exercise is even more effective than anti-depressants and ADHD medication for enhancing your mood and mental focus. Therefore you have no reason not to make exercise your number one priority meeting of the day.


“Understanding the vision of the customer and how we can possibly deliver to that customer”. Jana Kapr explains howBilligence focuses on customers, on the active CEO Podcast.

“Everyoneis in charge of their destiny and it is up to you to how you organize yourtime, how you make yourself happy and healthy, and how you make your team andpeople around you happy and enjoying what they are doing. ” Jana Kapr on the active CEO Podcast.

Resources Mentioned in this show:

Jana Kapr LinkedIn
Jana Kapr Facebook
UC Irvine
Czech Technical University
Go Series Sydney
Prague Orbit
Craig Johns
Craig Johns LinkedIn
Ben Gathercole LinkedIn
Ben Gathercole Performance Coaching

Recommended Reading:

Better Than Winning – Ben Gathercoles’s best selling book