Your job is to ruin the rest of the real world for people.
To interact with them in a manner that is so respectful, so joyful,
so honest, so helpful, so loving and so positively memorable, that for the rest
of their lives, any time those people interact with anyone else, it’s just not
as good. It’s just not the same. Compared to the awesomeness you deliver, the
rest of the world falls short. They’re all just hacksimiles of the real thing. And even the mere thought of
switching causes pangs of regret.
I’ve said it a million times.
You’re not in business to sell a product or provide a
service, you’re in business to become known for a unique way of interacting
with the world.
Southwest ruined customer service for the rest of the real
world. Fairytale ruined brownies for the rest of the real world. Rackspace
ruined tech support for the rest of the real world. Bonobos ruined men’s
clothes for the rest of the real world. Jones ruined soft drinks for the rest
of the real world. Zappos ruined company culture for the rest of the real
What are you going to ruin for people?