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marketingWoW -ingBusinessMichelangelo, the great artisan who conquered the Renaissance period, has more than a knack for painting;he has imparted one great business lesson: “The greatest danger for most of us is not that our aim is toohigh and we miss it, but that it is too low and we reach it.”If the artist settled for mediocrity, would the ceiling of theSistine Chapel be admired to date? Sub-standard was not in hisvocabulary. He believed that to survive, one has to present himselfdifferently. And amazingly, it is with this principle that he hasimmortalized his name in the arts.That was Michelangelo’s WOW factor. Wouldn’t you like toetch your business in your niche market? The same tenet goes forenterprises. A sea of choices confronts every consumer; business ismost likely to survive if it was different and unpredictable.But how? In goes theconcept of the Wow Projects. Wow projectsmake a difference, it takes your breathaway, it has added value, it transforms theenterprise, and more importantly, it is nothype. It is for real, and it can stay for as longas the business does.The How of Wow is fairly simple. Inevaluating any project, ask yourself: Wow?It is more than answering: ‘Were thecustomers satisfied?’ or ‘Did the businessexceed expectations?’ Asking yourself thesimple three letter word would allow youto continuously evaluate your business.Wow not only asks about how the productperformed; the answer becomes multidimensionalas it tackles every bit of thebusiness efforts in delivering the productto the end consumer.Wow also accounts for three things:beauty, impact and raving fans. If you hitthese three things right on target, youhave got yourself a Wow project.Wow projects leave a legacy. Andlegacies are in for the long run. Wowyour business and you may just see yourbusiness well and thriving for long haul.Wow-ing the business is a matterof aiming high – setting yourself to thechallenge of being different amongst therest. It definitely won’t hurt that you reachthese goals too.No matter how difficult circumstancesmay get, the important thing is neverto settle for mediocrity. Think likeMichelangelo and continuously askyourself: Wow?Shutterstock photo / José Correia Marafonavol. 2 issue 3 2007 / 19