I don’t know what it is called. The ability to know what to copy and what to do the exact opposite of in business. But this ability, I think, sorts ordinary businesses from great brands.
I think it’s to do with letting your personality shine through. Blended with thinking deeply about how every decision you make, makes customers feel. Here’s an example.
If I were a coffee shop, I’d want to understand how a range of world class baristas do what they do. To look for both patterns and individual flair. I’d grow from that.
But I’d also do the exact opposite of the signs that say,
‘TOILETS ARE FOR CUSTOMER USE ONLY’
Because I’d have signs that say,
“Want a wee? Oh, go on then. Buy a coffee next time though please. Because once you do, we know you’ll not go anywhere else.”
Or something like that.
I don’t know what it is called. The ability to know what to copy and what to do the exact opposite of in business. But this ability, I think, sorts ordinary businesses from great brands.