It starts with a spark. That fleeting, electric feeling of possibility when you think, What if? But too often, that spark fizzles out. It’s not because the idea wasn’t good. It’s because business, like life, can get… stuck. Stuck in the same routines, the same marketing, the same unspoken meh. The good news? It doesn’t have to stay that way.
Whether you’re leading a mom-and-pop store or helming a multi-million-dollar corporation, the path to improvement is always open. And it’s a thrilling ride. So, buckle up. Let’s talk about how to transform your business into something not just good but unforgettable.
Start With Experience, Not Product
Here’s a secret: people don’t just buy things; they buy feelings. Take a moment to think about this. When was the last time you chose one coffee shop over another? Was it because of the coffee—or the vibe, the warmth of the barista’s smile, the cozy corner by the window?
Now, imagine injecting that level of emotional connection into your business. Whether you’re selling software or sandwiches, ask yourself: What do I want people to feel when they interact with us? Curiosity? Comfort? A sense of belonging? Nail that feeling, and you’re no longer just selling—you’re creating loyalty.
Case in point: Disney doesn’t market rollercoasters. It sells magic. That’s why millions flock there, despite other amusement parks having similar rides. Disney understands that experience beats everything.
Rethink Your “Why”
Businesses often chase the what and how: What do we sell? How do we market it? But the great ones start with why.
Simon Sinek’s famous TED Talk taught us this, but it’s not just a motivational platitude. It’s strategy. Your “why” isn’t just about profits or even products—it’s about purpose. It’s the beating heart of your brand.
Ask yourself: Why did I start this business? Why should anyone care? Maybe your “why” is about empowering a community or revolutionizing an industry. Whatever it is, articulate it loudly. People don’t follow logos; they follow missions.
Embrace the Unexpected
Predictability is the silent killer of excitement. Think about the brands you love. They probably surprised you at some point, right? Maybe it was a quirky social media post, an unexpected product feature, or a handwritten note in your order.
Innovation isn’t always about inventing something entirely new. Sometimes, it’s about doing the ordinary in an extraordinary way. Imagine a dry cleaner texting you a photo of your freshly pressed suit with a cheerful “You’re going to crush that interview!” Or a bank that hosts workshops on financial empowerment rather than just managing transactions.
Real-life inspiration: When Zappos started, they didn’t just sell shoes—they obsessed over customer service. Need your shoes delivered overnight? Done. Want to return them six months later? Sure thing. Their “unexpected” became their brand identity.
Collaboration Over Competition
This might sound counterintuitive in the dog-eat-dog world of business, but here’s the thing: collaboration is the new currency. Consumers love seeing brands come together to create something fresh and fun.
Think about it. When Taco Bell teamed up with Doritos to create the Doritos Locos Taco, they didn’t just make a snack. They created a cultural moment. And yes, it sold billions.
So, who can you partner with? Maybe it’s a business that complements yours, or maybe it’s a local artist, influencer, or charity. The point is to create something that’s bigger than you alone.
The Magic of Storytelling
Once upon a time, there was a company that revolutionized its industry. Sound familiar? It should, because storytelling is how humans connect. Yet so many businesses treat their marketing like a sterile announcement. No flair. No drama. No soul.
Your brand has a story. It might not involve dragons or heroic quests, but it’s there. Share it. Maybe it’s about a scrappy start in a garage or a mission to solve a problem no one else dared to tackle. Maybe it’s your customers’ stories of transformation. Stories stick. Use them.
Example: TOMS Shoes doesn’t just sell footwear. It tells the story of giving—for every pair bought, one is donated. That’s not just marketing; it’s a movement.
Invest in Your People
Your team isn’t just part of your business—it is your business. If your employees feel undervalued, it’ll show. Customers notice. Morale dips. Mediocrity sneaks in. But when your team feels inspired? Magic happens.
Offer training that doesn’t just boost skills but sparks joy. Celebrate wins, big and small. Create an environment where people don’t just work for you but with you. Remember: your employees are your first customers. Treat them like VIPs.
Real-Life Examples: Where Dreams Took Flight
- Airbnb A business born out of necessity (renting out air mattresses to cover rent) became a global phenomenon. Their secret? They didn’t just offer places to stay; they offered the chance to belong anywhere. By focusing on human connection over transactions, Airbnb turned the travel industry on its head.
- Warby Parker Glasses were once boring. Warby Parker made them cool—and affordable. Their try-at-home program? Genius. But their “why” is what shines: democratizing style and vision while donating glasses to those in need. Purpose with panache.
- LEGO It’s just plastic bricks, right? Wrong. LEGO mastered the art of co-creation, inviting fans to design sets and tell their own stories. Today, it’s not just a toy company—it’s a cultural icon.
Final Thoughts: Dream Bigger
Improving your business isn’t about adding fluff or jumping on trends. It’s about authenticity, boldness, and human connection. It’s about remembering that every transaction is an interaction, every product a promise.
So, here’s your homework: reignite that spark. Think bigger. Dare harder. Whether you’re making widgets or weaving dreams, the world doesn’t need another “business as usual.” It needs you—unfiltered, unforgettable, unstoppable.
Because at the end of the day? That’s where greatness begins.
