There are 2 concepts that are not my own, but I think go hand-in-hand. One comes from marketing genius Seth Godin (just Google ‘Seth’). The other comes from leadership great John Maxwell. Let me explain the 2 concepts, then I’ll connect them.
I recently sought out a financial firm for their services, and scheduled an appointment to meet at their offices the following week. Everything about the company to that point reassured me that they were professional; from their website to the receptionist’s voice when I made the call, and upon arrival to their offices I only saw more proof that this company held itself to a high standard. The cleanliness of the office, the friendliness of the girl behind the front desk and the waiting room decked out with free snacks, a mini fridge and comfy leather sofas told me that this was an institution that was going to go above and beyond to accommodate their clients. I hadn’t even talked to an advisor yet, and I already trusted them.