How is it that we can go into the same cafe two days running, order the same drink, pay the same price and yet leave feeling entirely different about the experience depending on the interaction we have with the person who is serving?

Just as it’s possible for one yogi to hold a more graceful warrior pose than another (even though the arrangement of body parts is identical), it’s possible for us to change everything about how our customers perceive and experience our brand by adopting a particular posture.

We overestimate the effect of the things we can’t reliably predict or control (like how to get more people to like our Facebook page) and underestimate the power we have to change everything.

The way we choose to deliver, not just what we deliver matters more than we realise.

Image by Linh Nguyen.