Several years ago, I worked with a man who was, by most standards, fairly successful. At 25, he had a successful IT consulting firm that allowed him enjoy some of the finer things in life.
One of those “finer things,” was a German-made sports car. The car was beautiful—from the high-gloss paint job to the wood and leather interior. When he drove, the engine purred and the tires squealed.
“It’s a beautiful car,” I commented one afternoon as we tested out his latest toy, a Segway. (It was back in the day when having a Segway was cool.)
“Yeah, but I think I’m going to get rid of it and get a Honda.”
Seeing my stunned expression, he followed up with, “It’s a pain to own; it’s in the shop every six weeks. That’s one of the reasons I bought the Segway—so I’d have something to get around town while it was in the shop. I want something nice, but I also want something reliable. I thought I had both with this car, but I guess not.”
He’d purchased the car believing that he’d bought a beautiful sports car—but one that was solidly engineered. The moment the car failed to deliver what was expected, his loyalty ran out. Any car that’s in the shop every six weeks takes the sexy out of a driving experience—and fast.
“We Create Beautiful Websites” Yeah? So What?
There’s a lesson for the designer—or any creative—in this little anecdote.
Beauty is important; beauty is what sells. But beauty isn’t what will engender loyalty. Beauty isn’t what brings customers back.
What brings them back? What engenders loyalty?
Here’s the formula: Make a promise, then deliver on the promise. Rinse. Repeat.
It doesn’t matter what the promise is, as long as everyone involved in the transaction has agreed on it.
If your product promises to be a German-made sports car, keep the “sports” promise, but don’t forget the implied quality that comes with “German-made.” Make the promise, then deliver.
If your product promises to make the user feel good about themselves, forget about pushing too hard on any other feature. Make the promise, then deliver.
If your product promises the user increased productivity, don’t make your tool complicated. Simply help your users be more productive. Make the promise, then deliver.
As a designer, your implied promise is to add value to your clients. With that implied promise comes your own unique speciality. Deliver on both fronts—and do it in spades.
When the Rubber Hits the Road
The simple formula for high-octane creative success? If your product promises something—anything—deliver on that promise.
It’s that simple.
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