What Would Steve Jobs Do? How the Steve Jobs Way Can Inspire Anyone to Think Differently and Win by Sander Peter

Author:Sander, Peter [Sander, Peter]
Language: eng
Format: epub
Publisher: McGraw-Hill
Published: 2011-11-13T20:00:00+00:00

WHAT ARE THE DEEP NEEDS?

We’ve already covered this one. Does a customer just want a portable music player? Or does he want one that has superb sound and a superb sensory experience that’s really easy to use, really looks cool, and is supported by 99-cent, one-click, easy-to-get songs? It’s critical to think about the deep need, the whole need—don’t just stop at the first or second product attribute that solves a customer issue.

WHAT WOULD SURPRISE AND DELIGHT?

If you check into an average-priced hotel, you expect average features—a reasonably comfortable bed, clean towels, reasonable quiet from the outside street, an inside entry, pleasant décor. But what if you got a really nice breakfast in the morning? A free newspaper? Turn-down service?

True, these things are available at fancy hotels, and you’d probably expect them if you paid a fancy hotel’s price. But what happens when you pay an average price? These “bonuses” will surprise and delight you.

Conversely, if enough “surprise and delight” factors are there consistently, you’ll eventually be willing to pay a higher price. Customers respond well to—and pay more for—features, sensory experiences, and qualities that surprise and delight them. Simple surprises are the best—surprises that make the experience simpler, rather than more complicated, have the most impact. If you approach your business with a customer mindset, you’ll always consider what might surprise or delight that customer. Remember, customers aren’t likely to tell you, because they know only what you provide today. If they knew, it wouldn’t be a surprise.

What would surprise and delight a customer about your product or service?

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