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September 17th, 2020

Attention is the currency of business. It’s always been that way. What has changed is the ease with which companies can obtain it.

There are no longer any gatekeepers preventing your company from getting your customer’s attention. Sure, there’s Facebook and Google that you use to grab their attention, but after you have it, what are you doing?

You need to own your customer. You need to manage them in your own infrastructure. Have you ever had difficulty getting your email list off of a SaaS product? What about a contact list?

Own your customer

Successful companies build a moat around their customers. A product moat is a product that other companies can’t compete with. Your clients won’t leave because your product is better than your competitions.

Why not a communication moat? You can communicate with your clients the most effectively. You respond the fastest, you don’t miss messages, you keep your team on the same page.

The difference here is many companies provide shitty communication. There, I said it. It’s a situation where being ten percent better than your competitors reaps 5 times the rewards.

This is what owning your customer is. You know who they are. You own there outcomes. You care what they think.

What this looks like

Instead of bending the tools you’re currently using to contact your clients, create custom tools.

What I’m suggesting is you create a best in class communication experience for your customers.