Attention to detail.

It’s true and not fun.

You know I’ve been reading (and loving) Tim Brown’s new book Change by Design and on page 227, I think he eloquently nails it on the head.

Every detail holds the potential to sour a relationship-confusing signage, an inattentive doorman-but only a few offer possibilities for an experience that is distinctive, emotionally gratifying, and memorable.

This is why I do the Customer Touchpoint Assessment with clients (and why you should do it for yourself.)

Most of the stuff…people just expect to work.

Then, you have to figure out…how do we make those few moments truly REMARKABLE.

Ignore the details and you’re just not going to get the Raving Fans.

Do the “blocking and tackling” (hey, I love football) and you have a chance.

It’s not rocket science, but it’s not easy either.

Just fundamental.