How to Increase Your Sales by Abolishing the Hassle Factor

To earn and keep a customer, whatever we offer has to be worth it to them. "It" is a manifested outcome at a reasonable cost, and cost is more than dollars and cents. It's the total time, effort, information, & money necessary to acquire their outcome. Time, effort, and information are part of their experience. They are the hassle factor part of what the customer…


Why Less is More When It Comes to Delighting Customers

This last Sunday I found myself at a popular Chinese restaurant in San Francisco, renown for their fried chicken wings. The customer experience is… um… strict. Prospective customers must sign up on a dry erase board and wait for their name to be called. Names are hurriedly called out by a hair-trigger host. If there’s no immediate response, he moves on (erasing the “no-show.”) If…


Science: This is What Brings Customers Back (Again and Again and Again)

“I like cake. It makes my body happy!” — Zach, age 6 No one wants a slice of cake. Instead, we want how the cake makes us feel as it melts into our mouth and lights up our brain.  What do people really want when they go to a nice restaurant? Sensory appeal?Hospitality? What do people really want when they go to a hair stylist?…


How to Keep Your Business on Track in a World Gone Mad

Humans are irrational. Yes, we're capable of being rational, but for the most part we go with what “feels right”.  We love novelty, but cling to familiar. We’re hard wired to seek out newness, but fear change. We travel to new, exotic places only to spend our time in a familiar hotel (with a Starbucks in the lobby). We love new for its dark, dangerous…


The End

No more pages to load