When it comes down to it, there are plenty of people out there willing to treat you like dirt, take you for granted, use you, abuse you, you name it…but it’s never cool.
Why would you do business with a company that treats you like anything but gold??? You want to look is their an consideration of the user experience or UX. It is the actualisation of our soft skills, the ones that make you feel like a human and not a metric of economic output.
We are seeing that the experience that we want is even starting to outweigh product design…that means we are willing to buy a worse product if the experience of buying using and disposing of the product, if the experience is better, or closer to what we want!
The ultimate example of this is MacDonalds. Ask yourself the simple question: is the Micky D’s hamburger the best hamburger that you’ve ever eaten? If the answer is yes…you really need to get out more…but seriously, of course it isn’t and it can never be the apex of epicurean culture because that’s not what you’re buying at MacDonalds. You’re buying food in a timely manner. And that is what MacDonalds is so good at doing. You get the experience of fast and dirty like nowhere else!
So the question anybody who deals with people want to ask is: what is the experience that people are really after, and can I provide it? If you can push that need to the extreme. Armed with knowing what people want you can go in and become the best, biggest, brashest business out there! Go…go do something extreme!