What People Pay For

Customers don’t often pay for the actual value the product delivers…People pay for the intangible value, for what they experience and what they care about.

Bernadette Jiwa, Marketing: A Love Story

Putting your folks through a good workout isn’t enough.

That’s precisely meeting their expectations.

You can get away with that for a while, but enduring brands are built atop a commitment to exceeding expectations.

Great restaurants aren’t so because their food is good. Good food is to be expected when you go out to eat. (If it’s not, the restaurant certainly won’t be around for very long.) Great restaurants are such because of everything around the meal: the service, the lighting, the music, the other customers, & the story we get to tell ourselves about who we are because we’ve dined there.

Yes, definitely make the meal you serve as perfect as you can every single time.

Just don’t fool yourself into thinking that’s all that matters.

Patrick Cummings