Organizations invest to create an audience that sticks with them, either because they have no choice or because of an emotional connection.
When this occurs, most then take profits. They decrease service, increase pricing and generally seek payback for the work they did to get to this position.
But there’s another path.
Every change creates tension. And if you’ve got lock in and loyalty, you can create that tension without losing too many customers.
What if you use that tension to persistently and markedly improve the experience? Not to make it more convenient, but to make it worth the effort to learn to do better?
On a good day, that’s what companies like Apple do.
Most of the time, the MBAs push for the short-term profit taking we’re all used to (and tired of).
But if you get the chance, perhaps you can help people get to where they seek to go, even if the journey requires effort for you and for them.
The mass market is seductive. It’s ‘everyone’. The mass market is powerful, but it’s only slightly interested.
The opposite of mass is special.
People who have chosen not to be in the mass market. People who want something else. Perhaps something better, certainly something interesting.
You can seek to serve the masses.
Or you can make something special. For people seeking special.
The last of the series! Thanks to everyone who was part of it.
Danny Meyer has changed the way we think about hospitality and what it’s like to eat out. His new book comes out in a few days, and it was a great excuse for two friends to sit down and talk about solving problems.
Your turn. Go host your own KnotChat. Thanks for reading and for leading.
We can either accept that this is the state of our audience and plan appropriately…
Or do the very difficult work of changing their state.
Jennifer is a marketer, project manager and impresario. We’ve worked together on projects, and it’s always a delight. She and I sat down to talk about the hard work of what’s next.
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