What do you give to your customers? Ever thought about it? Oh, I know you’ve thought about it…but have you ever really thought about the intangibles that you give them? And I know this doesn’t apply as obviously to all of us. But it does apply. It’s just something that’s not obvious. Here’s what I’m talking about:
What if we decided that we were going to give our customers the joy of discovering something new? Or what if we decided that we were going to give them
I was over at the Mavericks at Work blog today. Polly LaBarre, one of the authors of Mavericks at Work had a really insightful piece about Starbucks. Here’s the paragraph that really caught my attention:
"Sure, customers love a good deal, but what they love even more is
feeling like they’ve discovered something new. Increasingly, the best
brands are waking up to the fact that the way to establish an enduring
connection with customers is not to push their own stuff, but to act as
a host to a whole universe of stuff they think will click with people
based on shared values—to introduce them to new things, make them
smarter, help them feel more connected to the front edge of culture."
Or how about this one:
"Marketing is all about leading people down a path, but the tightest,
most passionate connections are forged when people discover something
on their own."
Interesting, don’t you think? Couldn’t we give our customers an intangible like that? Isn’t that what we should be aspiring to do? There’s a lot in this paragraph. Tons. But what if we could just do that one thing? Deliver on the idea of helping our customers experience the joy of discovering something new?