This is the second installment in a series titled “Better Than Normal – Designing Transformative Experiences,” which will provide tools to help you position your employee and customer experience for relevance in a COVID-19 and post-COVID-19 world. I have been busier than I’ve ever been before during the pandemic, but in those rare moments of reflection, I have been able to evaluate what brings value and what was simply a habit, and your customers are doing the same. For example, I used to live in hotels and on planes, but I haven’t struggled with getting my carry-on out of an overhead bin in months, and still business soars. Was all that air travel purposeful? I am hoping my dry cleaner misses me because I was a loyal visitor when I wasn’t on the road. However, in the last few months, I haven’t had much of a reason to stop by. I’m not saying that planes, hotels, and dry cleaners aren’t important, I am merely suggesting that in this “better than normal” world we’re living in that all of us are given a chance to question decisions that used to seem reflective. It’s Monday, and I am home, I’d better go to the dry cleaner? Let’s imagine your customers reflecting on the purposefulness of your business in their lives? How much of their purchases are driven by habit? How are you faring? Ok, those are unpleasant questions, so let’s try something more positive. What might you do to increase the likelihood that customers will see the purposefulness of your offerings?

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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