Stated benefit
Some things will be left unsaid.
Most, because they’re unknowns. At the time of speaking, or writing, or drafting the contract, there will always be things let…
When we buy something, whether it’s a product in a box or a service we need or something intangible like a room with a view for the weekend, we expect to get what we pay for.
The product better be in the box and it better do what it says it can.
The service needs to deliver the specific benefit we hired it to provide.
The room must have the view and it must be clean and quiet too.
That’s the deal – our cash for the stated benefit.
When we get more than we expected …
Beautiful packaging and a note from the manufacturer that explains the why behind the what. Great service with a smile and attention to the smallest detail. A room, a view, a friendly welcome and our favourite spot for breakfast, remembered from last time.
… we tell our friends.
Skippy strategy: Build by word of mouth.
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Category:
Skippiness
Imagine for a moment that you’ve run thirty businesses, done thirty transactions, managed thirty projects. Some good, some bad. Some glorious wins, some gloomy washes. You’ve…