April 30, 2017

The covenant of trust

People don’t just listen to what you say, they watch what you do. You get their attention when your mission and message line up with what they believe. They want to buy from a brand that shares the same values they have. It’s more than a transaction to them. It’s personal. When they choose your […]

The stories that matter

The most powerful brand stories aren’t the ones we tell our customers. They are the ones customers tell themselves. People tell themselves stories every day to make it easier to understand a complex world. The stories they tell have little to do with facts, and a lot to do with how they see the world. […]

That moment you made me feel important

On the first morning of my stay at the Renaissance Hotel in Chicago I went to the restaurant for breakfast. I was seated at a table overlooking the downtown cityscape. The Chicago River, still green from St. Patrick’s Day, was tucked between the tall buildings and bustling streets a block away. The waiter, Ahmet was […]

Meaningful experience is the end game

Customers experience your brand in many ways. It’s in how your product works, how it feels, how easy it is to use … It’s in how you resolve a complaint … It’s in how easy it is to find an answer on your website … It’s in the colors inside your store, on your signs, […]