Do You Leave Customer Memories to Chance?

Memory creation — creating indelible remembrances of the customer experience — is the currency of your brand. Beloved companies don’t leave these memories to chance.

Clarity of purpose means having a definition of what experiences you will deliver. It means knowing what memory you want customers to have and making the decisions to prepare your people and your operation to deliver it.

The difference between beloved companies and others is that their clarity of purpose gives them a lens to go beyond merely executing tasks to delivering points of contact that connect with their customer’s lives. Clarity of purpose expands the definition of work – from science to saving lives, from selling homes to delivering the American Dream. Companies with clarity of purpose can turn task-oriented decisions into choices that differentiate them. In the beloved companies:

Decisions connect, guided by the clarity of a common purpose.
Clarity of purpose elevates the work of everyone in the organization.

Every type of business prospers when clarity of purpose steers decision making. People across your company live up to the promises you make. Customers become emotionally connected with you and want others to experience what you deliver. Their stories of your service, experience, and people become the folklore that defines you. And customers become your sales force, telling your story to everyone they know, fueling your growth.
What level of clarity guides your decisions?
How many different versions of the story of your experience are being told?