I was always one of those build-a-better-mousetrap kind of guys.  Give ‘em quality and they will come.  Unfortunately, that is no longer enough. 

It’s good to be good, but it’s more important these days to be perceived as good…not even necessarily the best.  The key in positioning yourself and your products:  Create a positive experience for the customer. 

Example:  Remember those warm ‘n fuzzy United Airlines commercials that were out a year or so ago?  Besides the distinctly attractive cartoon look, they focused on the experience of bringing people together and helping individuals do their business.  (The man on a biz trip who is carrying a rose, which is much admired by the airline attendants, and we all think it”s for his wife or honey; but in the end, he walks up the steps to a city-type house and hands it to his aging mother.  Great stuff.) 

Ah, the new way of doing business.  Create a feeling with your product.  Help customers like you.  Makes sense to me.  — JRIngrisano

"The ability of a business to succeed is far more
dependent on the customer’s evaluation of the
encounter than on the product or service."
            –    Robert F. Krumroy
                    (Brilliant Strategies and Fatal
                    Blunders: How Small Businesses
                    Survive and Thrive in an Overcrowded
                    Market)

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