The best things in life are simple, authentic and real.
Real food. Real craftsmanship. Real customer service. Real products. They all have a quality that trumps the latest fads and innovations, because they are true to their essence.
Great brands share a similar trait. They focus in on the little things—the basics—that are so often overlooked.
The basics go unnoticed
Steve Jobs recounted a story of his father’s approach to craftsmanship, “He loved doing things right. He even cared about the look of the parts you couldn’t see.”
Craftsmen value all parts of their work. Jobs’ father spent as much time crafting the back of fences or cabinets as he did the front. This attention to detail allowed his work to stand the test of time.
It’s the work that goes on behind the scenes that makes a product or service great.
The basics are purposeful
The basics may not be glamorous or exciting, but they’re essential.
Great customer service starts with employees who care. All it takes to form an incredible customer experience is a curious employee who is willing to help. The employee may not have all the answers, but they can create lasting customer relationships if they’re fully present and willing to aid their clients to the best of their ability.
An honest commitment is very hard to replicate.
The basics build brands
It’s the little things that clients remember and appreciate.
An employee who was friendly and served them well. A product that was incredibly reliable and never needs maintenance. A product innovation that anticipates their needs.
These simple yet highly functional experiences create a sticky factor. And the more you deliver these experiences, the more your customers will come back.
When your clients know your company does the right things consistently they won’t need to look anywhere else.
Focus on the basics
The basics are the building blocks of your business. What do your products or services deliver? Why do your clients need them? How can you be just a little bit better?
It’s not sophisticated, but often the basics are the hardest part of business.