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The unpredictability of the market makes it increasingly difficult today to build sustainable and systematic market growth. Many companies invest large budgets in marketing without necessarily bearing in mind that this is not enough to keep a customer happy. Because marketing is a bit like asking someone out on a date. Whereas the experience is what will make someone agree to go on a second date, and on subsequent dates. In business, an effective way to build a long-term relationship with customers is to take a strategic approach to designing their experience.


I am a great advocate of becoming an outlier. Why? Because in today’s competitive market playing it safe is the riskiest strategy of all. But in order to find your differentiators, you need to know which direction you want to go to. What makes you excited. What will propel you to be daring?