Customer > Choice > Sale
From Seth Godin:
That mattress company didn’t make the mattress.
And Amazon doesn’t make light bulbs.
There are countless factories vying to sell generic products to the companies that own the customer relationship. Perhaps 90% (sometimes 100%) of the profit goes to companies that make the sale, not the ones who actually made the product.
That’s because while they make the thing, they don’t do the work. The hard part is earning attention and trust. The hard part is helping someone make the choice. (There’s a difference between the hard part and the important part. Without the factory, there’s nothing to sell. Making it is important. But increasingly, it’s not the hard part.)
The Broadway producer makes a profit, the chorus member ekes out a living. Fair pay is related to the scarce work of engaging with the customer.
Either you’re doing the hard part or you’re left out of the transaction.
Nothing happens without the sale….whether home furnishings….scout cookies or passenger aircraft….the bakeries or factories could not be sustainable without the ultimate sale.
There is pride and satisfaction in helping someone make the choice….while the customer makes the final choice….it was our job to guide them to make that decision.
In some respects….it was which one do you like: A or B….and when would you like that delivered: today or tomorrow!