Your product must be good--that's a given. But if you're going to win, it's about the experience.The best brands understand that when it comes to offering a product or service, delivering competently on the basics is just the cost of entry: It’s necessary but not sufficient.Customers have higher expectations. They’re looking for something that makes your company stand out as a little bit above average. In b-school vocabulary, these are called “customer touchpoints,” and if done poorly they can send potential buyers fleeing to other brands.Consider cell phone companies, for example.
Why were so many Inc. 500 companies founded during the recession? Because a good idea is more powerful than a bad environment.The self-help prophet Napoleon Hill was a particularly fecund source of inspirational aphorisms. Entrepreneurs take many of his maxims as gospel, including this one: “Don’t wait.