Around my office I can often be heard saying something that has for me, become a bit of a mantra.
If you want clients to absolutely love you, you have to stand for something. There will be those people that don’t like what you stand for, but the people that follow you – they will absolutely love you.
And I really do honestly believe that. If you don’t stand for something, how do you matter?
The example I always use with my conversation is of course Apple and Microsoft. This is not a conversation about which one is better. It’s simply understanding their approach to their market. Think about it… Microsoft has mass adoption. The majority of computer users use Windows and they further target new clients through mass marketing and mass partnerships with hardware vendors like Dell, HP, and the like. Now consider Apple. They have exclusive use of their software on their own hardware. They focus on early adopters and gadget lovers. They aren’t concerned about mass adoption but rather instead target a certain subculture for their success. They believe that beauty is part of functionality and have clients willing to pay a premium that agree with them.
Rarely have I come across, even in my past history as a Microsoft Certified Systems Engineer, users that absolutely loved their Windows machine. Never have I heard a user talk about how impressed they are with how the start button works or how easy to use Microsoft Word was. But look at the Apple folks… the people even call themselves “fans”. They love everything the company is about. Of course there are many people that dislike Apple and find their products silly, but they rarely matter… because the people that love Apple, absolute love them.
Another thing that fans will do is forgive. If they absolutely love your product they will tend to forgive small mistakes or inconsistencies that might come up. They would rather be involved with helping make something better so they often are the types that will email, or tweet you unsolicitedly with ideas of making the experience better, or even reporting a bug they found. The important thing is they want to be involved. They want to feel like they too are making a little bit of a difference by helping you improve your product so it’s important to listen.
Where Geeks and Business Folks Collide
A complaint I’ve always heard from business people tends to be that their technology group is so opinionated about everything. They have a passion for either a specific language, a technology, or whatever. I say, “learn from this!” The business side should take this as an example of passion, and purpose, and start standing for something from the top. Too many companies just sit there, they do the same things that all the other companies in their industry do. If one company pushes out widgets, the other company tries to make a better widget and then push those out. We are greatly amidst an Experience Economy, where purpose and well-functioning, collaborative teams will be the greatest competitive advantage any organization could ask for. The company that can grasp the power of purpose will breed an environment of passionate people ready to stand up and make a difference.
Ready? Because your competitors are hoping you fail at it. They want you to be as mediocre as they know to be, with a templated mission statement and services that hint at average. Seriously, the world has enough “average”, so start standing for something and evolve – or die.