Posted by: Crystal | February 9, 2010

The Least I Could Do

This post by Seth Godin gives valuable advice about how to approach your business decisions.

One way to think about running a successful business is to figure out what the least you can do is, and do that. That’s actually what they spent most of my time at business school teaching me.

No sense putting more on that pizza, sending more staff to that event, answering the phone in fewer rings… what’s the point? No sense being kind, looking people in the eye, being open or welcoming or grateful. Doing the least acceptable amount is the way to maximize short term profit.

Of course, there’s a different strategy, a crazy alternative that seems to work: do the most you can do instead of the least.

Radically overdeliver.

Turns out that this is a cheap and effective marketing technique.

There are easy ways to take that extra step that do not cost a thing. When your patient arrives remember to call them by name, look them in the eye and shake their hand. Have a staff member offer to hang up your customer’s coat, or if you are a practice inside a retail location, offer to stash a customers purchases in a closet or behind the counter. This frees them up to browse the store unencumbered.


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