Principle: The small things speak the loudest
If an alien came down and had to choose between an Apple and a Samsung product (mid-2010’s) based solely on packaging… which one?
Quality in details matters. Not only because it increases perceived value - it increases actual value.
When you get an automated email from a company, but it reads like some spicy creative spent 10 minutes extra on it for you personally, it feels like the company cares more.
And usually, that’s correct. The spicy creative did spend 10 extra minutes. And they’ll spend it on the meeting prep and your ad creative, too.
Tactics
Go find every last bit of copy, imagery, product and packaging the customer will ever see.
Enhance it. Make it unique. Make it quality.
Don’t send a cookie-cutter “Welcome to [Brand]” email ever again. Delete that text and replace it with, “Just spit Diet Coke onto our keyboard when you ordered.”
The quirkier the better.
You’re at an advantage being the head of your own kingdom: you make the rules.
Proctor and Gamble would never.
But you would. And your customers would love you for it.
Habits
Begin looking for places to insert your company’s culture/brand where it doesn’t typically fit.
When you hear someone say, “that’s not how other companies are doing it,” that’s a great sign there’s a quality-arbitrage opportunity.
God speed,
Mike
P.S. Happy Thanksgiving 🍗 no newsletter the rest of this week.
Today’s inspiration: The Hospitality Principles that Built Billion-Dollar Startups