In a highly competitive and changing landscape, companies must understand that they are not in the business of making a certain product or providing a certain service, but rather they offer something much more encompassing, much more fundamental: they are in the business of enriching people’s lives.
They are in the business of making people’s lives more fun, more thrilling, simpler, more comfortable, more liberating, safer, more meaningful, more efficient, and more harmonious. This seemingly small shift in strategic thinking is huge. It allows companies to infatuate large groups of consumers and to do so continuously.
See how the traditional wine glass is being continuously re-imagined to enrich the experience and taste for wine aficionados while simultaneously expanding brand relevance.
Via the Washington Post:
Maximilian Riedel needed only a few minutes to shatter my views about wine glasses.
Riedel (pronounced REE-dle) is the 11th generation of his family in the glassware business. His grandfather, Claus, revolutionized wine stemware in the 1950s by developing different glass designs for different types of wine. Today the name Riedel is synonymous with fine crystal.
Why should you be enriching lives instead of providing a one-dimensional business or service? Learn more in my book Slingshot: Re-Imagine Your Business, Re-Imagine your Life.
[Image via lovethatserendipity.]