Consumers and businesses aren’t just drawn to a product any more. They are looking for an experience. There are many ways an experience can be created:
- Product design
- Company culture
- Customer support
For example, in Fascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead, she notes:
“Rather than the usual PC blinking sleep light, which turns on/off/on, Apple’s sleep light resembles the human characteristic of a beating heart.”
This is a simple idea, but is a small example of how Apple sets itself apart from competitors.
How can you differentiate your marketing, product, and culture from your competition?
By separating yourself from competitors and creating prestige you can show customers that there are “no alternatives, merely inferior substitutes”.
If you think your company could use some changes, get with other teams to figure out how you can make these experiences stronger.