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Seth Godin
just beautiful on the inside, but really good looking. I
wonder why that is. What would happen if your nuts-andbolts
plumbing supply company hired a beautiful male
model as a receptionist People would talk.
Speeding through the airport the other day, I
noticed that the clothing worn by just about everyone
working at every concession was totally unremarkable. Why
not dress the folks at the ice cream stand in pink and white
stripes and bow ties “Hey, did you see that”
Easily overlooked, but just as important as physical
appearance, is the voice that people hear. I respond differently
when I hear James Earl Jones welcoming me to
Directory Assistance. Moviefone succeeded in its early
days largely as a result of curious people calling to hear
what their friends called “that annoying voice.”
I love my doctor. Not just because I’m not sick (which
is partly his doing) but also because he spends so much
time with me when I visit. I don’t think Ray does this as a
marketing tool – I think he really and truly cares. And it’s
remarkable. Remarkable enough that I’ve referred a dozen
patients to him.
No one will argue you with you if you claim that
Wal-Mart is the biggest, most profitable, scariest retailer on
earth. So, when Wal-Mart was frantically trying to catch up
with Amazon.com, what did they have plastered on a banner
in their offices “You can’t out-Amazon Amazon.”
It’s a great insight. Even this mighty retailer realized
that just copying Amazon’s strengths wouldn’t be sufficient.
Once someone stakes out a limit, you’re foolish to
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