“We thought that we were selling the transportation of goods; in fact, we were selling peace of mind.”
Fred Smith, CEOFederal Express,Fast Company, April 2000
Visit a game of the St. Paul Saints, a minor league baseball team located in Minnesota. Do you watch intently for two and a half hours as no-name players get hits or strike out? Probably not. You watch the mascot, a piglet being chased around the infield. You finally get a haircut in the stands. You treat yourself to a massage. You dine at one of the high quality booths set up by local restaurants. Furthermore, you enjoy the setting of the sun on a cool summer evening; you are not indoors like the major league team across town. The St. Paul Saints know that they ...
Get The Manager's Pocket Guide to Innovation now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
