If you are of a certain age, you may remember Snickers’ classic slogan: “Packed with peanuts, Snickers really satisfies.
And, I know I’m going into “Captain Obvious” territory when I point out that the idea behind this marketing wizardry was that Snickers helped fill you up. Because, apparently, being packed with peanuts is enough to satiate any hunger we build up through the day and, as recent marketing has told us, helps turn us back into our likeable, normal selves because, “You’re not you when you’re hungry.
And, both slogans are true. Hunger changes us. But here’s the funny thing, after eating a Snickers - have you ever sworn off every other candy bar? Have you scoffed at the idea of a Three Musketeers? Turned your nose up at a Butter Finger? Or stopped being friends with someone who had the audacity to offer you a Nestle Crunch? Of course not! Because just because something satisfies you, doesn’t mean you’ll stay loyal to it. Satisfaction doesn’t mean we stop looking for something better.
And, I think most of us know this to be true. And, if this is the case, why do we, in business, always aim to “satisfy”? Because, if a Butterfinger is just as satisfying as a Snickers - what’s going to keep me coming back to Snickers? If the can of soup I buy from the Dollar Store is just as good as the can of soup I buy from a Wegmans, Trader Joe’s, or Whole Foods...then why spend the extra money? What is going to keep me coming back? What is going to earn my hard-earned dollar?
This translates to relationships and how well you work at your job as well (And how they treat you for that matter). Plenty of relationships end where one person is “satisfied” ...but still strays. Or where an employee is satisfied, but still casually looks for another job or opportunity.
Satisfaction isn’t the answer. Satisfaction doesn’t keep people coming back. And if we agree that this premise is true...than what does?
Some would say it’s the experience we give our customers, coworkers, and partners. Others would argue that it’s a level of emotional connection (knowing that you are more than a number and feeling like the company or person truly “gets” you or “cares” about you). And still others would argue it’s offering a better-quality product or cheaper service.
The real answer? It’s all these things...
...and none of these things.
You see, the trick isn’t in a buzzword, a better slogan, or some magical formula. The trick is to offer something “Beyond Snickers”. Satisfaction is key, but that’s just how you enter the game. “Snickers” earns our attention. But you have to do something extra to earn our loyalty. You move beyond Snickers by finding some way - any way - to offer service, experience, or a product that doesn’t just satisfy. To live, sell, and be Beyond Snickers you have to anticipate, surpass, and surprise beyond mere satisfaction.
What will you do?
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