More on this book
Community
Kindle Notes & Highlights
You go in with a fresh perspective that encourages you to ask yourself what that company is doing to impact your experience, what that company is doing to separate people from their money.
first we identify the industries we know are really good at this and then study them for best practices.
Go to companies you can see are well run, and look for ideas to steal.
What’s different about how their company does business? How are they communicating with customers? How are they directing people? How are they marketing to people? What are they doing with their products that we’re not doing with our products? That’s
creating a club everybody wants to be a member of.
Scarcity plus exclusivity equals its version of the cool-kids club.
the fear of loss is actually greater than almost everything else,
along with the perception of especially high value.
The second critical piece of creating attachment is to give clients something nobody else has.
contacts, but only the people in my club had access to that part of what I could do.
“I’m going to create my own rules of competition,”
The fourth critical piece of creating attachment is to look for
the opportunity to do something outside the product.
Southwest isn’t so much about being a club as it is about being great at creating unique, fun, little “wow” experiences—things that only happen when you’re flying with Southwest.
When you get on a Southwest plane, the first thing you notice is the flight attendants act as if they want to be there, which is different in and of itself.
But again, that’s a great example of looking for the opportunity to do something that’s outside the product.
It’s all well and good to make it a pleasant ride and smile and pass out pretzels,
but the crew entertained us, they engaged us. And you know everybody on that plane told people the story. In fact, I’ve told ...
This highlight has been truncated due to consecutive passage length restrictions.
That doesn’t happen by accident. That’s smart hiring, that’s smart training, and that’s having the vision to build a corporate culture around creating memorable and ...
This highlight has been truncated due to consecutive passage length restrictions.
Which leads us to the fifth critical piece of creating attachment: making your customers into rock stars.
product, service, and price. Adding an experience to the relationship your customers have with you kind of wraps around those three, and it magnifies the relationship.
The branding strategy boils down to what your promise
is to people in the marketplace. The innovation strategy is about promising delivery of something valuable and different. What happens as a result of creating this kind of experience is attachment.
Clearly, the people who run the Muse made this promise and
had asked themselves, “Okay, how do we deliver on this?” The delivery was in training their staff to be on the lookout for the opportunity to be amazing, for the opportunity to create a wow experience.
A richly imprinted experience wants to be repeated. It wants to be remembered. And it wants to be shared.
Creating an unexpected moment of wow is one way to approach creating the experience. It’s not easy to do, because you have to educate yourself and your frontline staff to be constantly aware of what the customer is experiencing and then look for the opportunity to do something great.
This is why people have to be trained to look for the opportunities to create world-class wow moments in which they
make their customers feel like rock stars,
ACKNOWLEDGE. RECOGNIZE. REWARD. REPEAT.
1. Look At What Everybody Else Is Doing, and Don’t Do It.
There Will Always Be a Next Step.
It’s Much Better to Be a Big Fish in a Small-but-Rich Pond Than It Is to Be a Small Fish in a Big Pond.
This Is Not “Set It and Forget It.”
By that I mean that, literally, on a daily basis, you have to be looking for fresh new ways to communicate how you are Uncopyable.
What is Uncopyable today is not going to be Uncopyable in two or three years, so you have to always be looking to push the envelope.
Look to Be Controversial.
Because if you’re not a little bit controversial, if you’re not pushing the envelope on some level, then you’re almost certainly too easy to copy.
Being a little bit controversial thins the herd.
BEING UNCOPYABLE MEANS—SHOULD MEAN—YOU ARE NOT FOR EVERYBODY.
People don’t talk about ordinary experiences. You never
hear people tell stories about how their expectations were met, right? You only hear about their experiences when they’v...
This highlight has been truncated due to consecutive passage length restrictions.
Remember What You’re Really Selling Is Attachment and the Experience People Have with You.
Many years later, I realized this was not a winning long-term strategy because, inherently, nobody buys from you because you’re similar to the competition.
Stories can paint a mental picture of who you and your company
are and what you stand for. They show “proof” of your claims.
Stories are easy to remember and share.
