When you actually say to yourself, I want to give my customers, each one of them, 10 times the value that they expect, or even a hundred times the value they expect, well, here’s what’s going to happen. You’ll become a magic worker in a world where almost every person in business, and so many people are just card-carrying members of the cult of mediocrity. Most people just deliver minimum product to their marketplace and then they wonder why they’re not the domain leaders. They wonder why they don’t have a global brand. They wonder why they don’t have a movement of evangelists around the products or services that they offer. Well, one of the core things to remember about human nature is reciprocity. We almost cannot help but reply to good things that people do for us. When you do good in the world, it not only builds self-respect and self-love in your heart, when you do good things in the world, the people that you serve see that your generosity needs to be replied to. At every touch point of you doing business with your customers, give them 10 times the value that they expect.
