Your two biggest competitors are memory loss and apathy.

I just picked up a Predictably Irrational by Dan Ariely and so far I’ve found it an interesting read. Be sure to check it out. Also, you should definitely check out Free by Chris Anderson.

What kind of relationship are your customers starting when they buy your product/service? Is it a long-term relationship that helps to form part of their identity? Or is it a short-term fling?

For higher-education it’s a relationship that looks a lot like marriage. If the experience was good, the institution you choose becomes part of your own identity, part of your biology and infused in your social network – for life. No longer are you ‘just you’, but you’re a Huskie or a Corn Dog Head [insert your institution's mascot]. And, your brain isn’t the same either. It’s been modified through your learning experience. A rewiring of the neurons so to speak. You belong to a tribe now; a band of brothers (or sisters) with a common experience and passion.

If you sell chocolate bars…your relationship with your customers is a little different. It’s more like a one night stand. It’s short-term, unhealthy and your customers won’t respect themselves in the morning.

Which relationship do you have with your customers?