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Adding Value By Subtraction

filed in Brand Strategy, Innovation, Success


When we’re innovating a product or iterating a service, we tend to add value by introducing features and benefits. But more isn’t always better.

Sometimes improvements and progress are made by removing things that people wouldn’t miss.

What could you subtract or stop doing to improve your product or service?

Image by Garry Knight

Missed

filed in Brand Story, Success

If Jason suddenly stopped coaching at our local gym, we would miss how he tries to get the best from everyone, even when we don’t feel like getting the best from ourselves. Plenty of people would miss the energy James and his team create at KereKere cafe, their warm welcome and the intention behind everything they do.

Commutes would be a lot duller if Bruce stopped driving his tram tomorrow. We would miss being able to pop out to buy fresh organic vegetables on a Sunday if Maggie’s closed and the smell of baking bread every morning at Fatto A Mano if they stopped opening their doors.

No day would be the same without the wisdom of Seth’s blog. No week complete without the joy of Tina’s Friday linkpack. If the internet went down, I would miss the inspiration of the members of the Right Company and the readers of my blog, including you.

The world would be better for our being here if we started every day with the intention of being missed tomorrow.

Image by Garry Knight

One Of The Few

filed in Brand Strategy, Success


Few organisations look past the data to see the humanity of the client behind the numbers.

Few companies act as if it’s a privilege to serve their customers.

Few people take time to listen twice as much as they speak.

Few products are made with love.

In a world where we are doing our best to fit in, it’s easy to fall into the trap of emulating what most people are doing. We make our biggest contribution when we dare to do what only a handful will do. Being one of the few is underrated.

Image by Garry Knight

Just Because You Can

filed in Brand Strategy, Success

The role of the hotel concierge can be a challenging one. The concierge has to think on his feet. He must immediately earn each new guest’s trust, give people what they don’t always know they want and solve problems on the fly. Some people are better at this than others.  The good concierge knows the answers to questions that could be found in a couple of Google searches. But those well-worn answers are not the ones that transform a good experience into a great one.

A gifted concierge will offer answers to the questions that the guest hadn’t thought to ask. He will empathise, anticipate and delight—going out of his way to be creative and do work he’s proud of—just because he can.

It’s possible in every job to learn your lines, stick to the script and offer the required solution. Nobody will question your competence if you show up on time, put in the hours and don’t make mistakes. But the work that’s most appreciated and valued now isn’t simply the compliant or the competent—it’s the creative work you do, not because it’s required, but because you can.

Image by Jane and Phil

Keep Your Eye On The Ball

filed in Brand Strategy, Success

It was hard not to get swept up by the Serena Williams, US Open final story this week. It was difficult to avoid joining the debate about how it could all have played out differently if only this had been said or that had been done.

That time spent thinking about what should have been done, meant we spent less time working on some of the important things we could have done. We took our eye off the ball for a second.
That’s what Serena did too.

Our progress in any arena depends on us taking the opportunity to fix the things we can control, instead of focusing on the one thing we can’t.

Image by Helsingborgs Dagblad

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