book.chapter Master the fundamentals to become a pioneer

There's a common misconception that the victors in business are those who juggle the most tasks. In reality, the true winners are those who prioritize and execute the most crucial tasks. To retain and attract more customers, it's essential to deliver more of what they desire. Many advocate for "amazing" and "delighting" customers with unique strategies to "WOW" them. While these are commendable goals, the crux of the matter is that if you create a superior product, customers will appreciate it and purchase more. There's no need for marketing gimmicks or other distractions. If your product or service is genuinely superior, you'll prevail in the marketplace. Customers purchase your offerings not for the marketing hype, but because they desire or need the benefits you provide. They value your product or service so much that they're willing to part with their hard-earned money. This is a fact that should be respected and built upon. Typically, customers have three or four expectations when they purchase your product. If you can excel in delivering these, customers will appreciate it, and your business will likely thrive. However, if you divert your attention to unnecessary extras, you risk losing out. Consider the example of Zappos, the online shoe retailer acquired by Amazon. Zappos is often lauded for its wide selection of shoes, rapid delivery systems, exceptional customer service, and a generous return policy. These straightforward concepts, executed excellently, have earned Zappos a reputation as a "cool", "forward-thinking", and "progressive" company. The key to success today and in the future is to identify what your customers value most and deliver more of it. Instead of complicating things with flashy gimmicks, focus on delivering the basics exceptionally well. As Joe Calloway puts it, "If the marketplace decides that you are the best, that's the biggest wow factor there is. If you truly are the best, you don't need gimmicks. But if your core proposition is lacking, you'd better pile on all the glitz, buzzers, bells, and gimmicks you can and hope it will work. (It won't.) The cold hard truth is that there are no shortcuts. There are no silver bullets. There are no gimmicks that can replace the reality of the marketplace – that, ultimately, quality wins."