The Alternative to Poof
I received a lot of fun feedback from yesterday's post. Many of you were glad I went there, and some of you even sent me screenshots of social media posts from businesses in your area going poof by weaponizing the owner's values. Others, though, were critical of me and my approach.....which they paired with hitting the unsubscribe button.
One critic was thoughtful in his approach. He ended his critique with the question, "So what's the alternative?"
The smart-alec in me wanted to respond, "The alternative to telling half your potential customers they are evil is to just NOT tell half your potential customers they are evil." But that felt too sharp, and I wanted to add a bit more value. Here's the secret: excellence! Always excellence.
If one of your customers agrees with everything you stand for, serve them with excellence.
If one of your customers flies in the face of everything you stand for, serve them with excellence. No exceptions.
Everyone deserves to be served with dignity and hospitality, regardless of their beliefs. I have many clients who have different values and beliefs than I do, and I wholeheartedly believe they deserve the same level of excellence I would try to give anyone else. They deserve it!
Let's flip it around. While not all of us are business owners, every single person reading this is a consumer. We buy products and services. We choose which products and services we need/want, and we choose who to purchase them from.
If you buy products or services from a company that has weaponized the owner's values against people like you, that, by definition, is the opposite of excellence. You're being treated like dirt, and you feel like it, too. You should probably buy your products and services elsewhere.
If you buy products or services from a company that has weaponized the owner's values in favor of people like you, and it causes you to want to "support" them more, that's the opposite of excellence. That type of consumer behavior, which is far too common and is borderline cultish, perpetuates non-excellence and shields businesses from having to earn it.
Both scenarios lead away from excellence. However, with our responsibility and opportunity, we consumers have the power to force businesses to be excellent. If we always reward excellence and always punish non-excellence, it will, on the whole, raise the bar for businesses all around us. Non-excellent businesses will either become excellent, or die. Excellent businesses will feel the pressure of other businesses becoming more excellent, and find new ways to improve. Everyone wins (except for businesses that refuse to pursue excellence).
It all comes down to us, the consumers. Will we reward values, or reward excellence? Will we justify bad behavior, or demand better? Will we patronize businesses that make us feel like crap, or find one that will actually add value to our journey? The average American makes 60 purchases per month, or roughly two per day. Will you demand excellence from your two today?
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