A positive remarkable experience has many side effects.
Yes, word of mouth is one of them.
It’s not chance, it’s strategy.
But what else?
A fun story.
A fun story that has the potential to be reshared. And reshared again. And again.
How great of a story will you leave in the mind of your customer?
Happiness. As children, we evolve in a world craving the element of surprise. We’re wired for it.
Create surprise for adults and create remarkable moments and you spread happiness.
More than word of mouth and more than happiness is how the brain responds to remarkable experiences.
I’ll share that tomorrow.
There are 2 different ways to being remarkable.
It’s either offline or it’s online.
Online can scale without additional costs.
Offline may require costs, but it also may be as simple as changing the way communication happens.
I know of a restaurant that greets everyone with, “Hey, where have you been?” That’s remarkable.
I know of a lasik eye surgery place that sent customers a box of See’s chocolates after they had their eye surgery done ($4k+).
HelpScout sent me an e-mail offering to extend my trial. I haven’t seen anyone else do this. It costs very little to them. It was remarkable.
It all comes down to process. What processes do you have in place for remarkability in the offline or online world?
A while back, I wrote about the lie of creating a viral video.
The same is true of remarkability.
You may think you have a remarkable product, or service, or characteristic of your business, and you very well may… but at the end of the day, remarkability is the remark that someone else makes about you.
Remarkability is about the audience, not about you.
However, an intentional game plan for remarkability is still important. You should know why you’re remarkable.
You should also know who you’re remarkable with. Who is the audience?
It should be the people your business is trying to reach.
As a business owner or entrepreneur, you live in your own world.
We all do. Myself included. Heck, I struggle with this too.
Your own world consists of a reality distortion field.
Your reality distortion field lacks the self-awareness to understand what’s remarkable in your life.
Many characteristics about yourself and your life may be extremely remarkable to others but it may be like breathing to you.
In other words: you may think nothing of certain life experiences or knowledge but others may find it very remarkable.
The question is: who are the people making the remarks?
When you understand the elements of your life that are remarkable, you begin to understand how to share your story.
When you know how to share your story, you understand how to infuse bits of your life into your business.
It all begins with self-awareness and intentionally adding remarkable moments to your business.
Remarkability in business is great.
A raving fan who remarks about how great a product is needs more than that, though.
They don’t just need a great product.
They need a great experience.
They need to feel great about the experience.
If there is no harmony between the product, experience, and other factors involved in the process, a remarkable product won’t do justice.
Why do people love Disneyland? It’s not just the rides.
It’s the atmosphere.
It’s the people.
It’s the characters.
It’s the smells.
It’s the happiest place on earth.
Obsess over harmony throughout the experience and you will maximize the odds of remarkability.
Photo credit: I take all photos posted on this site.
This may sound simple.
And really, it is.
And even still, most don’t do it.
Amtrak did this extremely well recently.
One writer tweeted on Twitter how much they enjoy writing on trains. And they wished that Amtrak had a residency program.
And guess what? Amtrak was listening.
Amtrak decided to enact a residency program. A program designed specifically for writers to write on trains. It just makes sense, right?! (Did I mention, for free? In exchange, they say you share the experience on social media)
What did it take for Amtrak to be remarkable? It took the energy to listen. To listen, discern, and act appropriately. Amtrak gets it, even if they are an older company.
Are you listening?
Remarkability comes about in 2 different ways.
One way to be remarkable, which is the case in my example yesterday, is to inject yourself into the business.
This means that you take something about yourself, or a few things, and combine it with the brand of the business.
The architect who started a coffee shop in Seattle did that in my example yesterday.
This is powerful and very real.
It has the potential to create a remarkable business.
It has the potential to attract humans and people to the business because it creates a human connection.
Steve Jobs was very secretive about his personal life and Apple as a result had the same environment (among other things).
To inject a piece of yourself into the business and make it part of the business requires self-awareness and intentionality.
It requires you know yourself.
When I was visiting Seattle for a week last June, I came across a remarkable coffee shop.
It was named “Victrola Coffee Roasters.”
Specifically, there was one remarkable characteristic that really stood out.
It was the “neighborhood wall”.
You may be staring at this and wondering what it is.
It looks rather simple. It looks like art of a city.
But it’s much more than that.
What do you see?
What you are looking at is an actual representation of the surrounding neighborhood of this coffee shop.
See those pins? Those symbolize the regulars and where they live.
Now, I want a paint an image in your mind: imagine being a regular of your favorite coffee shop. And then imagine having a pin of where you live on a neighborhood map on the wall of your regular coffee shop.
How cool is that? As humans, we’re wired for connection.
We are wired for belonging.
This coffee shop built connection and belonging into the coffee shop culture.
That is a remarkable human experience.
Upon inquiring more about this wall, I learned that one of the owners was an architect and he did this for fun.
This is one of the two ways remarkability comes about. Tomorrow I’ll go into depth on how remarkability is created.
A remarkable business involves many variables.
A few for consideration:
1. The positive remark.
This is the most important. This is what we’re after.
2. The negative remark.
Negative remarks outweigh positive remarks because they do damage to the brand.
3. The audience.
Different people find different things remarkable. Are the right people making the right remarks?
4. The remarkable gap.
How remarkable is something? The higher the remarkability coefficient, the more remarkable it is.
5. The number of remarkable experiences.
It could be one experience that was noteworthy, or it could be many. Many remarkable experiences has a different affect. It creates trust faster.
Every experience a business has in an opportunity for remarkability.
Are there any other variables that you see?
The remarkability quotient determines how remarkability a business is.
The remarkability quotient is this:
Take the number of people who make a remark and divide it by the number of people who had the experience.
The higher the remarkability quotient percentage, the more remarkable an experience is.
Let me give you an example.
If 170 people experience something, and 11 of those people make a remark, then you do this math: 11 divided by 170 = .06, or 6%.
If 91 people made a remark in that scenario, the quotient would be 91 divided by 170 = .535 or 54% percent remarkable.
Now, what exactly is a remark? What types of remarks are there? Are all remarks “created equal”?
We’re after specific remarks for this to be true. I’ll revise the equation tomorrow to account for that.
The remarks people make about your business are important.
Positive remarks can accelerate your rate of growth.
Negative remarks can kill your business (thank you, Internet).
He said that positive remarkable experiences don’t just grow your business…
Remarkable experiences spread happiness.
I love that.
And guess what?
Remarkable experiences empower people to share remarkable stories that get retold and retold…
When does it end?
That depends on the remarkability quotient.
Stay tuned for that tomorrow…
In the meantime, here’s an episode on remarkability I did with Freeman today.
PS. Looking for accountability in business as a solo founder? Check out Freeman’s core focus: Accountable.us.
For the past few days, I’ve been speaking about remarkability.
It’s important to note that the landscape of remarkability is changing and constantly evolving.
The more people become aware of what’s possible, the more they evolve, and the higher the expectations.
This awareness is being raised with stories that spread over the Internet.
When customers are learning about the great things that businesses are doing to surprise customers, expectations are heightened.
Your business must evolve as the world evolves.
What sort of business experiences are there?
These are the human experiences that your business creates.
There are 3 possibilities:
1. Remarkable experience.
2. Neutral experience.
3. Negative experience.
If your business is positively remarkable, then you’re doing it right.
How do you know? If you’re listening on social media, Yelp, and the like, you will know.
If no one is talking, then it’s simple: your business is not remarkable.
If it’s not remarkable, it’s likely neutral.
Negative remarkability still exists and is not sustainable. Negative experiences are rarely good… but even then, that depends on the experience.
How is your business remarkable? I’d love to hear from you.
To neglect this is to neglect a sustainable future.
Remarkability sets you apart.
It gets you noticed.
It makes people think more about you and your business.
"Word of mouth" is nice… and it works, but when you fuel word of mouth with intentional remarkability in your business, you increase the odds.
You increase the odds of getting talked about.
You increase the odds of growing your business.
You increase the odds of winning.
Something remarkable is simply something worth making a remark about.
How is your business remarkable?
A remarkable business is actually very simple.
All it takes is for you to care.
When you care, you make a point to do something different.
Something worthy of a remark.
When you care, you understand that if you don’t do something different, something truly remarkable, it may kill your business.
When you care, you ask for help, you find a consultant, you do research, you make a point to be different.
To win in this noisy world, you must stand out.
What differentiates your business?