“Sure we need thrills, spills and big gestures, but we also need closeness, trust and intimacy.” Kevin Roberts. Lovemarks

It might sound like a bit of a cliche but the small things really do matter, in business as well as in life. Children teach us that every day. We might think that they care about grand gestures, like holidays to Disney World and an Xbox on Christmas day. And yes, while these things might seem fabulous in the moment the stuff that really impacts on kids happens out of the corner of your eye. Tiny little things that seem insignificant which are the real highlights of their everyday.

Nigel Marsh tells a story about the day he took off work to drop his son Harry to kindy for the first time. Job done Nigel headed to the local cafe. After his first coffee he met a neighbour who remarked how cute it was that Harry always waited for his mum at the ‘goodbye window’ to wave and blow kisses. In a panic Nigel dashed back to school to find Harry, perched on top of his bag, tears streaming down his face still waiting at the ‘goodbye window’.

Your customers care about the little things too. Things that they sometimes can’t even articulate. They care that you notice, that you understand them, that they matter.

They want to be reminded that they are the reason you exist.

Making people fall in love with your products and services is about paying attention to the little things. The things that other businesses forget. The tiny things that matter most. Like ‘goodbye windows’.

Image by Maskingtaped.