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Develop the ability
to surprise if you wish to break out of the pack, create
customers and bolster your position in the market space.
Amaze and Delight Your Customers
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Deliver more than you promised, go beyond and above customer
expectation – package the expected and unexpected to succeed
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Send your customers and prospects surprise gifts; spread the
love around; reward your best customers via a surprise; take
care of even your most casual customers to turn them into loyal
shoppers
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Invent creative marketing programs
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Focus on customer-driven value innovation – every day! Be unique
in your approach to creating and delivering customer value.
Customers like uniqueness, and they will view their relationship
with your business as a special, rewarding one.
Astonish and Awe Your Competitors
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Develop the ability to surprise and move quickly to create
competitive disruption; practice OODA –
Observe-Orient-Decide-Act
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Change the name of the game by introducing radical innovations
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Search for opportunities everywhere and pursue them – with speed
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Initially, stay beneath the radar of your competitors; then
emerge unexpectedly and keep accelerating the pace of change as
your competitors weaken
Excite and Enthuse Your Employees
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Create an inspiring corporate culture; make business fun; give
surprise rewards
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Be different – being unique in your business aspirations and
approaches is a great reward for your employees. Create
strategic excitement about a new direction to enthuse your
people.
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