One of the maxims I’m always harping on is:
“People do not buy your product or your service. What they really value is the experience that your product or service creates for them.”
A powerful proof of this is in the letter that founder Howard Schultz sent to store managers (available here via Seattle Times)
Read the article and commentary here (LA Times)
Being competent is not enough. People make their decisions based on emotion first, then follow up with “reasons” to justify their decisions. And emotion is triggered through experience.
Find that creative DNA that makes people think you’re something special. Focus on translating this into a unique and powerful experience, and people will line up for what you offer. Lose that experience in the name of efficiency, and you will lose your customers.
What can you do today to turn the experience you create up by one notch?