Seth has an incredible knack for making people think. That’s why he’s so good at what he does. When I read that post, it made me think that “making your customers’ dreams come true” is a great way to succeed, but it takes a special person/group/company to do it.
I think that too many people/groups/companies stop short of doing this…to their detriment. It’s so easy to say that, “My industry isn’t one that people dream about,” or, “We don’t do have a product that people equate with that level of excitement.” They use that as a reason to be satisfied with ok, or even good.
The problem is that there’s another person/group/company right behind them that IS hungry enough to grab that goal of making their customers’ dreams come true and they’re going to pass you up soon if you ignore them.
It’s easy to figure that your customers are happy enough with what you do, so you don’t need to change. The problem is, if they’re “happy enough,” they’re not happy enough to not leave if a better offer comes along.
It takes a person/group/company that is dedicated to making their customers’ dreams come true to keep them from looking to satisfy those dreams elsewhere.
While the statement is really an elegant way to keep you focused on your customer’s question of, “What’s in it for me?” it’s something that’s easy to forget and hard to get back once you remember it.