Ingredient 39.Be Unfashionable
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Do the unexpected—they’ll love you more for it.

“All progress has resulted from people who took unpopular positions.” —Adlai E. Stevenson II, US representative to the United Nations

The Problem

Companies try too hard to be popular and end up diluting their services to fit in.

The Solution

Please loyal customers by going over the top. Forget about anyone else; your customers need to matter the most.[106] Those who aren’t customers will follow suit because they can see the care and attention you are giving those who are customers.

  • Spoil them. Listen to what your most active and loyal customers want, and keep them happy ...

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