In order for something to be remarkable, it has to be memorable—which sounds rather obvious. But then again, when was the last time you asked of your product or service, “Is this memorable?” or “”How can we make this more memorable?” Chances are . . . never (or maybe one time . . . a long time ago). The good news of course is that all it requires to turn this around is some thought time to ask and then answer these kinds of questions. And remember, memorable doesn’t have to be difficult. Memorable is usually found in “little things”.
For example, my wife, Jacquie, and I recently celebrated our twenty-second anniversary at a top rated restaurant here in the DC area called Colvin Run Tavern. We anticipated that the food would be incredible (and it was) but it was all of the “little things” that made it memorable. For example, each of our menus had “Happy 22nd Anniversary Bruce and Jacquie” at the top (which we then got to keep), each course had different sized and shaped plates (of which my dessert came on the largest), they added some unexpected treats to dishes (like an English Pea Angolotti in the Lobster Bisque) and instead of giving us a free dessert for our anniversary they gave us two mugs from the restaurant filled with different kinds of chocolates wrapped up like a special anniversary gift (plus we’re reminded of Colvin Run each time we use their cups—as I am today).
Now, clearly, they had to deliver on their main product (the food). But the leadership team at Colvin Run fortunately understands that we live in an experience economy—which means that the whole experience matters—and that’s where they found most of their differentiators. It’s the little extras, or as Sean Connery says in Finding Forrester, “an unexpected gift at an unexpected time,” that catches people off guard.
So as you look at whatever your company or organization or church provides for those who use your products or services, what are you doing to make each and every experience memorable? What is the “unexpected” thing that you can do that will cause them to take notice? And what will you leave with them so they remember you (and tell others about you)?
Remember, to be remarkable, you must be memorable!