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Making your customers uncomfortable
Why? In an always-on internet world, why force people to do something they would ordinarily avoid?
Because they like it. It feels special. They are somehow earning the discount. The store creates discomfort and then profits from it. And the customers save money...
Southwest did the same thing to load their planes. By getting rid of boarding passes, they create a small sense of panic. People line up and push and shove to get on the plane in the mistaken belief that somehow they won't get on.
Southwest created discomfort and then got their planes out faster. And the travelers save time...
Better is not always better, at least according to some measures.
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By Seth Godin
About the Author: Seth Godin
RSS for Seth's articles - Visit Seth's website
Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list.
Click here to visit Seth's website.
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