Horseradish & the pursuit of perfect

Last week we talked about what it takes to be the perfect place. Not really “perfect”, but something that feels perfect. Thing is, perfect is quite often different for each person. That’s why it helps to decide who your ideal customer is and zoom in close to eliminate who they aren’t, AND more importantly, zoom […]

This place is perfect.

Have you ever said “This place is perfect” after spending some time in a store, restaurant or other business?¬†What made that place “perfect”? Many times, it’s little things. Sometimes, it’s about the things you might normally forget. Other times, it’s about things you simply don’t expect. Or a lack of the things you’d normally expect. […]

Growth, market size and renewal rate

Everyone I talk to wants to grow their business. Yet in the last ~20 years, I can’t recall a single growth conversation that included their renewal rate or the size of the market that remained, until I asked. How big is your market? It’s the question that often provokes people to look away and give […]

Unmet needs

A small group I belong to was recently asked by a member of the group to identify some “unmet needs”. The context was “any business” and his question related to a course on self-reliance that he and his wife are participating in. This friend and another in the group are in the fitness and weight […]

What would they do to put you out of business?

When I asked “What would they do to put you out of business?“, you probably wondered who “they” are. “They” might be someone whose expertise in another market tells them yours is ripe for the taking. “They” might be a competitor you already have, or someone new to the market who doesn’t know any better. […]

Discarding clients & the math of job security

How often are you discarding clients? When fussy, needy, and/or high-maintenance clients complain repeatedly, there’s significant temptation to simply toss them out with the garbage. Some business owners build “filters” into their marketing designed to repel such clients. When an existing client provokes thoughts of “Life’s too short to deal with this“, who fires them? […]

Is it better to keep a customer or replace them?

“$29 per month… NEW CUSTOMERS ONLY!” Most of us have seen something like this and thought less than pleasant things about a vendor who hangs these new customer offers out in public where existing customers can see them. That bargain basement deal that’s not available to existing customers doesn’t make you feel good about your […]

Where is the friction in your business?

What do you repeatedly force your clients to do that they simply shouldn’t have to do? Put another way, how does your business frustrate your clients? When dealing with your business, what drives them crazy? What’s friction? Can’t open the package without a Jedi sword? Can’t read your boarding pass printed in that microscopic font? […]

This year, customer follow up will be different.

For many businesses, two things happen this time of year. One: You get a bunch of new customers. Two: Many of the new customers you acquired during this time last year “forget” to come back. The customers on the first list cost time and money to acquire. A fair amount of the people who “forget” […]