Customer intimacy

It’s likely you’ve read the HBR article from 1993, Customer Intimacy and Other Value Disciplines. If you haven’t, you must. It does a great job outlining the three main tenets of building a great [...]

Completely delighted

We often talk about deliberately delighting our customer. I’ve heard some people say in the last year that ‘delighting’ is now an overused term. It’s probably true, as is the case [...]

Over and under

I’m guessing you’re familiar with the term ‘sandbagging’ which relates to not over-promising. It’s a common sales term and wise strategy. Being conservative isn’t a bad idea but [...]

Essence

Music forms an integral part of the story, pace and emotion of a film. Have you ever tried to watch one with the sound off? They just don’t have the same effect. It’s the music that often really [...]

People buy promises

“People don’t buy features — they buy promises”  – Bernadette Jiwa In her book, Difference, Bernadette explores all the factors that can help you build a differentiated product that matters. She [...]

Our customers don’t know what they want

I was having my car serviced the other day. It wasn’t a regular service, but a manufacturer’s recall meaning that I didn’t have to pay for it. Still I had to arrange an appointment and drive to [...]