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We Need To Stop Telling Customers What We Do

I’m driving along behind the white Ezy Tiles van, when we stop at a red light and I get close enough to read their sales pitch, which is an image and a single line.

The picture is of three guys wearing dust masks that look like something you’d see in a documentary about chemical warfare. Each one is brandishing some kind of heavy duty drill that it seems could demolish a room in minutes. The dust cloud that surrounds them obliterates the view of the river from the balcony in the background.

“We remove tiles and floors,” the tagline on the white van shouts at me.
“No you don’t,” I can’t help thinking.
“You come into my home and leave a trail of dust and destruction in your wake.”

While I might need old tiles to be removed, what I really want is a smooth, level surface to lay my gorgeous new tiles on.

It goes without saying that your process needs to delight customers every step of the way.
But your customers don’t want to know what you do. They want to know how you’re going to enable them to do what they want to do.

There’s a reason IKEA leaves the instructions and the confusing assortment of screws inside the packaging.

People almost never buy the process. They buy the result.
We really should be selling them what they want to be sold.

Image by Marcus Linder.

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