From Mac Anderson’s book called 212 Degree Service: “Customers are stressed out from information overload and conflicting information. More and more they are relying on their gut and their feelings to make decisions. In fact, it really doesn’t matter how customers feel about you and your business. What makes a difference is how your products make them feel about themselves and their decisions. Every psychologist and smart marketer knows that if a man or woman does something and it fees good, they’ll do it again; if it feels bad, they won’t do it. Far too many companies are focused on the product and not the experience. We need to replace our brain with our heart because that’s often how people make deciisions. Studies have proven that the essential difference between emotion and reason is that emotion leads to action and reason leads to conclusions. The question you need to ask is, ‘How am I making my customers feel? Am I making them compare or care?’ There’s a big difference. Caring and feelings drive action…the other stuff is just a tool. The bottom line is that the really hard stuff is the soft stuff…It’s the feelings of your emplyees and customers. That, in the end, is your competitive advantage.” Need I say more?