How is it that some organisations are exceptional? In a crowded marketplace; with access to the same people, technology and customers; why is it that some businesses stand out above the rest? Simon Sinek tells us it is because they know ‘Why’ they do what they do, and more importantly can communicate this powerful message.

This short video offers many readily implementable ideas and is a powerful insight into the ways individuals and businesses can inspire action. Each of us can communicate what we do, but not many can articulate ‘why’ we do it. Herein lies the opportunity to be different.

We encourage you to take a moment and hear from a world-renowned expert. Watch this once, twice and more. Challenge your current thinking. If you already know ‘why’, then consider if you are communicating this effectively to your clients and customers.

There is always room to improve or even better; be inspired.

A good business understands the ‘touch points’ for their clients or customers.  A touch point is the various times that a customers is engaged with the business.  It might be entering a store, finalising a transaction, phoning to make an appointment or receiving a letter in the mail.

A great business builds on this foundation to understand the experience the customer has.  The culmination of all the touch points and the emotions they stir in your customer.  The goal is to provide a positive experience.

Consider this light-hearted clip from Coke.  They have turned a ‘touch point’ (buying their product from a vending machine) and transformed it into an exceptional experience.  The power of the web allows them to share the experience. Consider the current “Share a Coke with…” campaign and how once again Coke are transforming a touch point of buying their product into an experience for their customers.

What experience do your customers have with your business?  How can you make that an exceptional experience?