Humanize your business. Think about the ways we talk about issues in corporate America. What sorts of things do you speak of in less human, less fully honest terms? Something probably comes to mind. Is there a way to strip away this obscuring veneer and offer more transparency to your customers? “No” is probably your immediate answer, but keep thinking on it. Start by saying,“It could work if….” and see what ideas come to you. Imagine your competitive advantage if you were the only company in your space that could have the conversation with customers that everybody else is afraid to have.
Progressive Insurance shows its customers all of its competitors’ insurance rates. It humanized the process and did something its competition would never do. What is your version of this?
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I’ve got one that’s a little vain… I wish there was someone out there who would create a way to search drugstore beauty products for similar ingredients to the top shelf ridiculously expensive products. So, I could find La Mer in the listing and I would also see similar products sold that have ‘like’ ingredients to La Mer.
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