Emotional connections fuel loyalty.
To create an emotional connection, something positive and unexpected has to happen.
Even the smallest positive gestures, if unexpected, are powerful.
If the positive thing was expected, it protects against delivering a negative experience, but, it doesn’t surprise and delight.
Magic happens when we are delightfully surprised.
However, meeting expectations, while decent, never moves our needle to raving fan.
When Ben at Thinking Heads emailed that he finally received the video clip, he added, “It’s excellent.”
He’s seen a few speaker videos in his two-decade career in the business.
To which i thought to myself, “Wow.”
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