October 7, 2008
In the book Made to Stick, authors Chip and Dan Heath talk about why some ideas (and businesses) survive and some die. Others call this the Unique Selling Proposition. So what is yours? Restaurant after restaurant simply mimics the competition, pursues customer “satisfaction,” or strives to be, as I call it, extra ordinary. Doing nothing memorable or unique won’t drive your business.
Water at 40 degrees is cold. At 33 degrees it’s really cold, but the consumer can’t tell the difference. To them it’s just cold water. Seven degrees difference with no payoff. Move from 33 to 32 degrees, however, and the consumer notices and talks about the difference. The one degree has made a difference that gets noticed. Many books have been written on the topic of the Extra Degree. What’s your extra degree?
Take that approach to move from extra ordinary to extraordinary. Do the little things that matter and get noticed. Otherwise, you’re simply just like everyone else. Here are a few ways companies have built the buzz and get talked about. (Hint: It’s not massive discounting or coupons.)
Obviously, companies cannot live on these items alone. Great food and service help. However, when customers think about where to go, if you are not in their mental shelf space by having a made-to-stick idea or concept, you are just part of the rotation.
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