Being remarkable is the most effective marketing goal that every business, organization and system should aim. The reason is simple: word of mouth is based on trust. Other marketing tactics rarely can beat that.
How to become remarkable, however, is a combination of understanding, empathy, generosity, care and expertise.
Besides our domain expertise, do we truly understand our audience? How much do we understand them?
Empathy is one of the important reasons that make a product or service remarkable. Even when we are clear about the change we want to make and how it serves people, do we have the empathy to bridge the gap between us, and connect? For many providers, identifying challenges that the audiences face isn't hard, the hard part is to lean in by staying connected with them on this shared journey. We can’t make the change if we choose to stand on the opposite side of them. Empathy is how we lean in.
Generosity is contributing with honesty. We understand that we want to do this. Even if we haven’t quite figured it all out, we want to see them succeed. Just like the best they are trying to do with their lives, we are trying our best to contribute to their experiences.
Care raises the bar for everyone. How might we improve what we do and better serve people? What does going above and beyond mean for a product or service that’s meant to make a difference?
Pay attention to our own experience, wishes and desires over a product or service that we experience. It might help us stand in our audiences’ shoes and come up ways to connect and serve.
