Experience & Branding Competency: The Three Word Rule

The clear leaders in Customer Experience typically share one common trait - the "Three Word Rule" applies to them.  First, they can easily articulate what they do better than any one else in  less than three words. Second, they reflect this core competency in everything they do:
  • Starbucks brings us coffee and community
  • Amazon sets the standard for online retail
  • REI delivers recreation and adventure
  • Best Buy offers electronics and entertainment 
  • Great Harvest warms us with local baked goods
  • Progressive innovates insurance
  • Coca-Cola brings us liquid refreshment
  • Disney entertains us with innovative story telling 
It takes discipline, focus and dedication deliver one thing better than anyone else. Exercising this discipline also helps create clear brand association for customers. 

What's your core focus? Can your employees articulate it? Do your customers get it?

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LEIGH DURST

LEIGH DURST
I’m Leigh Durst, a 20 year veteran in business, operations, customer strategy, ecommerce, digital & social media and marketing. Simply put, I’m a strategist that helps companies (start-up to blue chip) achieve business shift, create more compelling online and offline experiences. I also write, speak and teach about experience design and next-generation business. I’m a futurist, visionary, strategist, doer and connector with a passion for people and helping others. When I’m not on the road, you’ll find me in the San Francisco bay area, working, beaching it and hanging out with my family and dog.

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