by Mike Moran

Image representing Seth Godin as depicted in C...

Image via CrunchBase

Seth Godin is fond of saying that we must make our products and our companies remarkable,
but it’s easier to say than to do (as Seth well knows). And I fear that
some people just blow off Seth’s advice, because they hear “remarkable”
as just another fatuous superlative, such as “great” or “fantastic”
that is bereft of its original, more specific meaning. Remarkable means
something that would cause someone to remark about it. So, how do we
become remarkable?

Too
many people have given up on being remarkable because they believe that
it’s too hard. They think about a company such as Apple, with makes the
quintessentially remarkable products and ask, “How could I ever do
anything that remarkable?”

I’m here to tell you that you don’t have to.

In
fact, one way to be remarkable has nothing to do with your product, but
rather your attitude. Take a direct competitor to Apple, Dell Computer.
Dell has made itself remarkable in recent years, not by its products
but by its behavior.

When Dell was called out by Jeff Jarvis and others for its poor customer service (the entire “Dell Hell
debacle), it responded remarkably, not by ignoring social media but by
embracing it, by engaging, and by changing it s corporate culture to be
much more open and responsive. That approach caused many a positive
remark in the blogosphere and has culminated in Dell’s IdeaStorm
initiative, in which its remarkable corporate behavior is now causing
its customers to bring it the ideas that might yet become the next
remarkable product.

Take a page from Dell. If you don’t have any
remarkable products, start acting remarkably toward your customers. Your
customers might start to trust you enough to help you create remarkable
products.

Originally published in Biznology Blog.

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How Can Our Products Be Remarkable?

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