Embrace customer differences

Brian: Look, you’ve got it all wrong! You don’t need to follow me. You don’t need to follow anybody! You’ve got to think for yourselves! You’re all individuals!
Crowd: Yes! We’re all individuals!
Brian: You’re all different!
Crowd: Yes, we are all different!
Man in crowd: I’m not…
Crowd: Shhh!

– Life of Brian

Every shop believes her products of services are different. Frequently the words disruptive and innovative are (miss)used as part of the value statement. They have to; they need to stand out from the competition in their part of the universe. 

The question is, are your customers just as fixated with being different? How much do they care about your product and service?

A better idea may be to treat every customer differently. Take the time to understand what makes them tick; why did they show up on your doorstep? Or even better, what their unique needs are. Maybe, just maybe, your customer will see that you care.

Bottom line: Customer that love how you make them feel will talk about you. People talking about your shop is worth much more than being different.