Nobody Notices Normal
In today’s over-communicated and cluttered world, being “normal” means you are in for a tough battle to get customers to notice and remember you. There are too many “normal” competitors on the landscape. To break through the normal mindset requires being “noticeably different” and at the same time “comfortably familiar.”
In Japan the last item on a McDonalds menu board, after the normal burgers, fries, and beverages list, is “smiles - zero yen.” And as the sign says, when McDonalds order-takers greet you, they do the traditional Japanese bow, then they flash a giant-sized smile and ask to take your order. Contrast that to all too many service situations today where you are darn lucky if the clerk even makes eye contact ...