Products are About the Service
Here's an idea.
Your product means nothing.
Whether it's a craft beer, a mobile app, a new movie, or a private school... all businesses are in the service industry.
I was touring a securities company in Mexico City last week. They print money, lotto tickets, make plastic credit cards, and monitor elections across the globe.
It's one of the biggest securities companies in the world operating in extremely uncertain times. The lessons the president of the company shared with us was fascinating.
He talked about the way he started the Mexico City branch of his business... how he just started fraternizing with all of the potential clients, telling them they needed to upgrade their securities platforms, "penetrating the marketplace" as he called it.
He said & we saw a lot of fascinating things.
But for this page I'm interested in one specific tidbit: he said the product isn't his business. Because anybody, in theory, could offer the product they offer.
In order for them to stay competitive, they've implemented cutting-edge customer service.
He talked about it as "the service around the product."
They don't just make the product but they walk you through it, install it, monitor it, have constant support, build relationships with clients, etc etc.
It was obvious from touring the plant that this one idea is the reason why they're global.