Monday, January 21, 2008

Marketing Musings: It's the Details!

Do the details really matter? Throughout the Weekly Program I have repeated just how important attention to detail is and why you must constantly revisit, refine and communicate. But why you ask? Instinctively we all like a clean environment, courteous staff and prompt service but is that the real reason to put so much effort into the “details”?

Last night I read one of the most profound statements I have seen in years. The author is Dr Paddi Lund and the book is called “The Absolutely Critical Non-Essentials”. Paddi captures the “details” dilemma in just 18 amazing words….

“Customers judge your expertise in areas they do not understand by your excellence in areas which they do”.


You mean all this time I have been focusing ALL of my effort on being a mechanic /baker/ electrician/ accountant (the list goes on!) my customers have been judging me by the sign hanging out front, the quality of the coffee I serve them, the waiting room magazines, the oil stained carpet (this list also goes on!)?

In a word, Yep. Revisit Week 42. I’ve called it “not falling at the last hurdle” but from here out think of all these things as Critical Non-Essentials.

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