Stop Competing on Features – Start Winning With Feelings
How a Psychologist Can Outperform a Startup Founder
Poor businesses view customers as walking wallets. Good ones see them as friends. Great ones seduce them like lovers — charming, amazing, and captivating.
Unfortunately, poor companies prevail. When customers are just numbers in a CRM, creating products they'll love is hard. That’s why 70% to 90% of innovations fail.
Real innovation goes deeper. You can innovate on three levels:
· The product level – by enhancing your products,
· The customer needs level – by satisfying unmet customer expectations.
· The emotional level – by creating memorable emotional experiences.
Most companies only scratch the surface by piling on features. The best master all three. Let’s see what we can learn from them.
This article is the second in a series devoted to innovation. Read the first one here.
Steve Job’s secret sauce
«They may forget what you said — but they will never forget how you made them feel.»
Carl W. Buehner
In 2007, a journalist asked Steve Ballmer, then Microsoft CEO, ab…