“Put your products, service, website, signage, business cards, every touch point to a simple test. Stand in your customer’s shoes and answer one question: What are three things that compel you to say, “I love this”? “– Kevin Roberts
I love a lot of things. I love Starbucks. I love my Toms. I love my iPad, iPhone and MacBook Pro. And, just so you know, I’m aware that this is a totally cliché list of favorite things. Practically everyone else loves these things, too.
Why? A number of things play a role, but ultimately, it boils down to this: These companies have executed their brands in a compelling and brilliant way. Virtually everyone loves these things, because rather than marketing a product, they’ve chosen to market an experience. A feeling. A connection.
At Starbucks, it’s the inherent community of a coffee shop, but on a worldwide scale. For Apple users, it’s creativity and the sharing of ideas. With Toms, it’s a commitment to helping solve a global need.
People want to connect with something larger than themselves.
Every company and organization was founded on something… and chances are it’s not the product or services that result in your paycheck. Typically it’s a passion for something or gap that needs filling.
What were you founded on? And how can you make other people love it as much as you do?
