Most organizations focus on delivering what their customers NEED. The problem is, competition in the ‘NEEDS’ space is fierce; low prices are the main emphasis with the impossibility of any business achieving any meaningful differentiation via-a-vis their competition. In this episode I explain why delivering what people NEED doesn’t raise eyebrows; it doesn’t build customer loyalty and it’s not really effective in separating one organization from another in highly contested markets. If you want to stand out and be noticed in a way people CARE about, look for ways to SURPRISE! them. Give ‘em what they DON’T expect or need. It’s a proven MOVE I used to build a raving Fan base enroute to A BILLION IN ANNUAL SALES. And it will work for you!