No matter what type of business you are in, you now have to figure out a way to differentiate yourself through experience.

If you are a restaurant, this is easy (well, it’s not easy to do, but easy to know where to start).

What about if you are a law firm?

Or a doctor’s office?

More difficult.

Same holds true for a consulting firm, since the products we deliver are information/knowledge.

But, it can be done and only recently did I realize how.

The other day, I sent a proposal to a prospective client.

She responded:

Awesome.  How fun is it to have a consultant who actually sends entertaining emails? 

The email covered all of the salient points of the proposal, but instead of dry, business-y language, it was just written in a fun way.

Met the “remarkable” standard, but I dare say, it gave her an “experience.”

Can we “process-ify” or “operationalize” this?

I’m not sure we can, but we can empower our teams to think in terms of “what kind of ‘experience’ do we want the person/people on the other end to have as a result of your action?”…and then turn them loose to do it.