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Roger Ebert once said that what makes a movie great is “how you feel about it.” The same is true with any enterprise.
All connections are ultimately personal and emotional. Businesses want the trust and confidence of their clients, but “trust” and “confidence” are feelings. They are only earned when we create a personal connection with customers. Discerning the hopes, dreams or fears that can lead to that connection is a challenge.
Creating and telling stories of customer successes can build emotional connections. And word-of-mouth endorsements can grow geometrically. What makes an enterprise great is how customers feel about it.
– Kip Caffey, Cary Street Partners