Bruce Kasanoff, author of MAKING IT PERSONAL, shares, in his manifesto LESS: WHAT CUSTOMERS REALLY WANT, a terrific example of Seth Godin’s “find the always – do the never” technique for creating a purple cow…
He tells the story of Phil Baxter, of the 570-room Four Points by Sheraton hotel, who set a goal of offering 24-hour check-in. ( The “never” in Seth’s equation -- most hotels “always” have specific check-in times.)
It took some work and some selling, but Phil got it done. Four Points’ occupancy rate soared to more than 90%... while competing hotels averaged 66%.
What “never” can you do for your business?