Indispensable: How to Become the Company That Your Customers Can't Live Without

Chapter 3. Case Study: Deluxe

Deluxe Makes Checks

"Deluxe makes checks." When you go to the Deluxe web site, those are the first words that you see. It's about as straightforward and simple a description of a company as I've ever seen. There's a very good chance that right now, in your briefcase, back pocket, or purse, you've got some checks from Deluxe that you ordered through your bank.

Here's the complete company description from the Deluxe web site: "Deluxe makes checks. Personal checks that match your passion and business checks and forms for your small business. Deluxe offers check printing, check accessories, business cards and stationery, forms and other products for small business. Deluxe checks are the most popular checks in the world."

You can say that checks are, or at least used to be, an indispensable product. But the operative words are, "used to be." While there's no question that our society is still a long, long way from becoming paperless, there's no doubt that checks are a commodity that is in decline. There's more use of credit and debit cards, direct deposit, and billing into and out of checking accounts. All of this can spell trouble for a company that is in the business of printing checks, no matter how great those checks might be.

What fascinates me about Deluxe is that it's a company that has faced its declining market reality head on and is undertaking a quite remarkable process with its customers to redefine its place in that market. The idea is that Deluxe ...