| Ingredient 66. | Make It Interesting |
“My interest is in the future because I am going to spend the rest of my life there.” —Charles Kettering, inventor
The Problem
Companies can’t differentiate themselves from competitors, so they don’t leave a lasting impression with customers.
The Solution
Connect with customers in a memorable way your competitors haven’t yet been able to.
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Fit in. Make your products and services emotionally interesting.[174] Use mood-driven advertising, give passionate talks, and engage people through social networks. Customers want relationships with brands that match their beliefs, but through their ...
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