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”.
Wow.
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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