The problem with being obvious

Back in the early 70's, the world's strongest shoe brand was born. Rather than calling it "The World's Best Shoes," Phil Knight called it Nike.

If Facebook was named "Another Social Network," it wouldn't be the world's largest.

There's more market power in being less obvious. I bet "The Human Bean," the coffee drive-thru near my home, does more business than one called "Coffee, Espresso & Stuff."

Paula Creekmore from Sandler Sales Institute teaches that inspiring intelligent questions from consumers is a good thing. When my younger brother told me about the deals he gets on, it required an explanation, so I asked. He gave me a 30-second commercial about why he loves it, and why I should too.

Creating a great customer experience only starts with good customer service -- whether it's in person or automated. In a competitive world where everyone focuses on it, and only a few get it right, the few are good. In order to be great, your business should demonstrate it's market power.

Create a club for your customers to interact and share how they use your product to improve their lives. Name your new product or service as if it was it's own business. Incorporate exceptional design into all of your products, services and marketing so that your customers will be proud to share them.

Referrals are subtle and powerful, where advertising messages are increasingly being ignored by consumers. Stop blasting your email list with headlines in all caps, and instead get your customers to whisper about you. That's powerful.