Do AT&T executives experience dropped calls when they use their cell phones?
Do travel agency execs ever try to book their own tickets online?
Do Doctors go to a Doctor, wait in the waiting room for 30 minutes to receive 5 minutes of medical attention?
Does Michael Dell order his laptop by calling 1-800-WWW-DELL and sit on hold for 30 minutes?
Southwest and JetBlue execs fly their airline all the time and it shows in the execution of all the basics that seem to elude their competitors.
It is not your customers job to help you raise the bar far beyond their expectations. It is YOURS. Ironically, delivering just the “Perfect Basic” of your business with creativity and innovation is FAR beyond their expectations.
Be the cell phone company that focuses on calls that never drop.
Be the travel agency that does something extra on every trip that makes each one an amazing experience.
Be the PC retailer that has really knowledgeable people answering the phones in 3-5 rings.
Be the Doctor that always takes patients on time and spends enough time with them to dramatically improve their total health.
(Fill in a description of the “Perfect Basic” for your business here)