Think Different

THINK DIFFERENT           

Do any of you remember the Apple Computer campaign from fourteen years ago?  If you don’t then you should go to You Tube and perform a search for Think Different.  A business owner suggested this to me last week after I completed a talk on Creating a Service Brand. 

This one minute commercial features black and white images of several 20^th century icons, including Albert Einstein, John Lennon, Bob Dylan and Thomas Edison.  It is suggested that these icons helped change the world.  Clearly, everyone depicted in this commercial had a profound effect on business, music and politics.  The commercial begins with the following voiceover: “Here’s to the crazy ones.  The misfits. The rebels. The troublemakers. The round pegs in the square holes.  The ones who see things differently.”  The commercial goes on to suggest that these icons broke the rules in order to create an enduring legacy.  They helped change the world by thinking differently.

Carve a minute out of your day and take a look at this commercial.  Some of you will remember it and for those of you who don’t, you are in for a treat.  I am certain that you will find it inspirational.  Maybe even motivational. 

And now I would like to throw down a challenge.  I am not going to suggest that after viewing the Think Different advertisement you will become motivated enough to change the world, but perhaps you will find in yourselves to change your world.  The business world you are now in probably has you focused solely on profitability.  You may be looking at ways where you can increase profits.  Maybe you are looking at accessorial fees, fuel surcharges and other means of capturing revenue without growing your business.  Perhaps you feel that you cannot grow your business.  Perhaps you forgot how to grow your business.  Well I’m going to challenge you to forget about profits.  That’s right….forget about profits for a few minutes and focus, instead, on creating a positive customer experience.  I am not suggesting that you operate your business at a loss.  What I am suggesting that you focus less on you and more on your client.

Here are a few questions you should be asking yourself:

·         Is it easy for my customers to do business with me?

·         Do I know why my loyal customers remain loyal?

·         Does my business receive referrals?

·         Am I doing everything I can to make the buying experience enjoyable for my customers?

Challenge yourselves to create an environment where your clients “want” to do business with you.  Challenge your team to remain focused on the customer.  Don’t look for ways where you can profit off your client’s backs, such as through hidden fees and accessorial charges.  Instead grow your business through the creation of memorable customer experiences.  Look for ways where you and your team can exceed your client’s expectations.  Be different than your competition.  Be different within your industry.  Be different in your approach.  Be different to yourself and your team.  Be different to your customers.  But first, you must Think Different.