A shocking statistic was announced last year about serving customers at the annual international festival in Cannes, France.
This was shown in a presentation unveiling this statistic from the high profile management consultancy, Bain & Company.
“80% of brands believe they deliver great consumer experiences. Only 8% of consumers agree.” – Cannes Lions 2018 International Festival of Creativity
How Can Brands Be So Wrong About Serving Customers?
Because they’re focused on their own story, not the story going inside the heads of their customers.
STOP being focused on “being efficient” instead of “being more helpful.”
STOP being obsessed on “operations” rather than “providing experiences.”
In other words, STOP having it backwards. 180 degrees.
And most of all, STOP focusing on “how to appear authentic” rather than actually “being genuine.”
I explain it more here in episode 88 of One Minute Wednesday:
Stop Selling The Sauce
Now you know 72% of customers are being UNDERSERVED.
That liability is your asset as a business. This is why this is brilliant.
Look at the last time you wanted… no, CRAVED some item.
- The flavor. The win. The freedom. The newfound power to do what you couldn’t before.
Now, look at the last GREAT consumer experience you personally had (as a customer).
- What did they do differently?
- How did they treat you?
- What did they refuse to do that everyone was already doing?
- What standard did they reject sinking below?
NEVER FORGET the business you’re in: the business of being awesome.
Want the Best Holiday Gift to win in 2025?
Building a brand takes some work. The real challenge?
Sustaining your brand. That’s the one that will derail you.
Daymond John of Shark Tank calls my new book “Genius.”
RICH BRAND POOR BRAND is the follow-up to my bestseller, BRAND INTERVENTION.
RICH BRAND POOR BRAND covers the 20 traits a culture must have to excel, dominate, outshine, and leverage the best asset you have: Your people.
This is real whether you’re a small startup, a fast-track unicorn, or an established leader.
Because everyone needs to know HOW to unleash their David.
In a world of Goliaths.
This book includes stunning and beautifully designed quotes and business insights from:
- Billy Joel
- Kevin Hart
- Steve Jobs
- Marie Forleo
- Frank Zappa
- Coco Chanel
- Frank Sinatra
- Jerry Seinfeld
- Jasmin Alić
- Warren Buffett
- Jason Feifer
- Sara Blakely
- Muhammad Ali
- Ronald Reagan
- Brené Brown
- Daymond John
- Gary Vaynerchuk
The book is based on a confidential internal memo from Nike from 1997 with an incredible foreword by the always-inspired Claude Silver.
It’s coming out Dec 4th, perfect for the holidays.