Get the simple stuff right and you will be a success
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I bet you all know companies, people, products that seem to get the simple stuff right. Take a second and try and think of an example….
Perhaps it is an online store that provides great service and communication time and time again (Amazon is my vote here - they really cannot be beaten in my mind at the moment).
Perhaps it is someone you know who never forgets your birthday and always remembers to send a card (I really try hard with this, and in fact, some people have complimented me on this - set an alarm on your online calendar a few days before and set to annual repeat - not that hard really).
Maybe it’s a brand of clothes you can always rely on - good quality and fit, no quibble returns and also some good technical features (Howies every time for me here).
Whatever it is, it doesn’t matter.
What matters most is getting the simple stuff right.
Doing something consistently and brilliantly. Many people, me included, have exactly the opposite effect 8 times out of 10. So if you can be those other 2 times, you are going to stand out.
I really, really try and do 2 things well with my marketing clients,
1. Great ideas and enthusiasm for their business - I take it personally that what we do does well
2. Communication and availability - I’ve recently received some feedback from a client who commented on this and said it was a huge selling point.
Could be fantastic but you are often let down
Food is a good example to look at. You can pay stupid prices for over complicated meals, whereas in fact, a superb pie n’ mash, or fish n’ chips, is much nicer and cheaper.
Pizza is one of my favourite foods - done well, you cannot beat it. However, the trick is to find a restaurant that makes authentic pizza - proper dough, fresh ingredients, and cooked correctly. (If anyone knows of a decent place like this in Yorkshire, then let me know).
The 37signals guys have a good post highlighting an amazing pizza place in NY, and when I get back there, this is going to be on my list of places to visit.
Again, simple stuff, done brilliantly works.
You can also apply this to every day items. I have a strong opinion that if you are going to be using an item every day, day in, day out, then you want that item to work. Simple. Needs to work well, with no irritation, preferably looking good too, and also it must ‘feel good’.
Feeling good is hard to pin down, but a couple of examples are:
OSX - everything feels great and the UI is stunning.
Vipp and Simple Human bins - yes, you read right, bins. Something you use day in and day out, so these ones are well designed, look cool and work perfectly.
Telephones - our B&O phones have an interface not dissimilar to an iPod’s scroll wheel - makes looking for a contact / name so much easier.
So, back to your business, my business…. Concentrate on delighting your customers by getting the simple stuff right. You will stand out, and it can make a BIG difference.
If you fancy a good read, then check this book out >>> Simply Better
