Here Is the Future of Business
The world has changed: are you ready to play?
They listen.
They care.
They communicate clearly.
They don’t hide behind process and procedure.
They are building a community.
My student was talking about his recent experience with a start-up.
He had written to them with some concerns about their latest product. A few days later, he received a new and improved item, as well as a personalized reply. The company thanked him for his message, addressed his concerns, and promised to integrate his feedback into their development process.
The story reminded me of one of my favorite gaming gear companies, Razer, and their “for gamers, by gamers” attitude.
The best companies understand the value of such personalized engagement. Consumers increasingly demand such an approach from “their” companies — it isn’t (only) about how well a product works anymore.
The company behind the product — its choices and values — are just as important. Many people are willing to accept a slight “drop off” in quality in exchange for this more engaging experience.
