So here’s Part 1 of the Good Enough Trilogy: When Good Enough, Isn’t...
What is ‘good enough’? Good enough is when you design something to simply do its job. When you give the customer what they asked for. When you take the requirement, and meet it.
So why go further?
I’m always speaking to business owners who say their business is fine. Their marketing and their website and customer service is all fine, yet they complain about how tough the economy is and how their margins are being squeezed by new competitors.
So, ‘going beyond good enough’ is about going beyond fine, beating same-ness, and creating clear distance between you and your rivals.
There’s something powerful in being seen as an innovator, a thought leader - the go-to people in your field. It allows you to stand apart from your competitors, and be an easy choice for customers amidst a forest of mediocrity.
And this isn’t altruism, or ego, it’s simple economics – Customers don’t always know all the questions to ask, or even how to fully identify their needs. By going the extra mile you have a chance to really fulfil their needs, and exceed their expectations and delight them. You create loyal repeat customers, upsell opportunities, and independent (i.e. trusted) advocates for your brand.
There’s never a shortage of others who also do what you do. By thinking ahead, tracking your customers' current and future needs, and always pushing and innovating, you get to lead the field and keep your competitors on the back foot.
Unless you want to be an ‘also’ yourself, do you really have a choice?
Next: When Good Enough Is, Good Enough.
Don't forget to send me your own experiences and thoughts on the subject, for inclusion in 'Good Enough: Part 3'.
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