The Greatest Businesses Are ...

the ones that make me feel special and are personal. I ask people what their favorite place to shop or buy from is and they never say, Superstore. They never say Costco. They always name some business that is often unheard of to me. The common thread to these businesses is that they always give people great experiences. These favorite businesses are always described as a place or escape where someone treats you special.
As an example, I found out that although we get delivery for all our supplies and inventory for my restaurants, my business partner Jenna still goes to the Italian market herself (even though they deliver). I started to tell her how inefficient that was but she said she loved going. I asked why and she said, because when I go in there they make me a coffee as I shop, they gave me a free biscotti last week and always call me by name and they get special products from the back they think I will like and can use in recipes. She is like my own nona (grandmother). The lady is sooooo sweet and friendly. I can't not go in to see them!
Have you ever had THAT experience in Safeway?! How about the mall? Remember, if you own a business you need to be creating an experience for customers. This applies to all businesses - office, business to business, retail, wholesale, etc. We create programs for people called our Service Titans program. It can be done.
If you are an employee, you still have the option to create a memorable experience just with the way you treat people. Harry Beckwith, the author, tells a story of an advertising agency getting a 15 million dollar deal because the receptionist at that firm remembered him from a single meeting one year earlier. She called him by name and he went with their firm.
Greatness in a business is all about a great experience. Great means personal, heart-felt, individual, special and friendly. Simple but often overlooked.