What kind of toilet paper are you?

I am an Architect of “Wow!”

Hint: you should be one too if you want your business to last.

Seriously. And if you're not sure you agree think about your toilet paper.

Cheap one-ply toilet paper – is that the picture your customers have in their minds when they think of you? Scratchy, abrasive, does the job – but just barely?

What is the message this sends? “Our expenses are WAY more important than your comfort.” Ouch. And if that's the truth then it should hurt. And if you're the one doing that you should be ashamed of yourself.

Unless.

Unless you post a nice big sign right smack dab in front of the toilet that says something to this effect:

Dear valued client,

We here at (your name) Company would like to express our apologies for the cheap and irritating toilet paper you're about to use. We know it's certainly not the best but we give you that for a reason. We save so much money on toilet paper that we can lower the costs on all the other things that you buy from us. We hope you see this as a fair trade-off because we're committed to you, committed to saving you money (or providing you outstanding, jaw-dropping service, or free pony rides for your kids - whatever).

We love you,

The Management

The toilet paper might disappoint, but the sign might be your saving grace.

How do your clients think about you? And how are you creating that reality in their minds in EVERY SINGLE interaction that you have with them?

Are they “Wow-ed!” by you? Or are you cheap and irritating?

Mediocre and great – they're both choices. Your choice.