The document discusses four key areas for businesses to focus on: message, experience, relationship, and focus. It emphasizes controlling the factors you can influence like your message, staff experience, and relationships rather than external factors. The goal is to understand customers, guide their journey, differentiate your service, and focus on serving people over procedures to remain relevant and remarkable rather than replaceable.

1. Control What You Can Control @membershipjedi Mike Cassidy

2. @membershipjedi Background Titled by Lucas Digital friends (Marin) 2 decade non-prof professional Opened new branch in October 2009 1,700 memberships sold $1.2 million in revenue (in 4 months) $75,000 in sales from FaceBook (in 3 days)

3. 4 Areas message experience relationship focus

4. Message “ Walk-In Botox” “ Faster E.R. Waiting Times” NOISE

5. Message

6. Consumers have mastered ignoring us Be real Watch your promise Open/read your mail over your trash can? Message

7. do not add to the NOISE

8. Experience Forget expectations GOALS Staff mental model Consumers care ≠ YOU

9. Experience Lip service + Bad service = $0 + zero loyalty Think of “ME” as a customer Ratty barber chair Best location, best facilities, best inventory or best equipment are ALL meaningless

10. Blurred by process, procedures, rules, steps, checklists, forms, pages, clicks…oh my! Engage Customers or Combatants??? Experience

11. Relationship Guide the journey Why are you important?

12. Enraged = Engaged vs. Silent But Deadly Mission does not say “transactions” Are we looking to serve or survive? Differentiate (even when it rains) Relationship

13. Relationship = knowing their Goals Differentiating = achieving their Goals

14. Focus Windshield and rearview mirrors

15. Use them in proportion to their size

16. Drive or be taken for a ride People or paper (monitor)? Stay relevant How??? Focus

17. Figure out what your members, customers, clients, potential clients want….

18. … and give it to them!

19. Control What You Can Control Message Experience Relationship Focus Be remarkable, not replaceable…

20. @membershipjedi (twitter) [email_address]