📏 One Inch = Big Difference 😀😢

Hi ,

Today, I want to talk to you about a book you most likely haven’t heard of: Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect, by Will Guidara

This book is one of the best books on Customer Experience you’ll ever read.

In the book, Will discusses many different rules that he had when he was the general manager of some of the best restaurants in the world and how one of those restaurants became the #1 restaurant in the world.

I want to talk about the One Inch Rule, which I take to heart in everything I do.

The One Inch Rule is simple - You can do everything perfectly, but you mess something up at the very last second.

For example, imagine ordering coffee at a restaurant, the coffee beans have been imported from South America, the coffee mug is in a unique shape and not something you’ve ever seen before, and the waiter is playful and friendly, but as soon as he delivers the coffee to your table - A bit of coffee spills on the small plate the coffee is resting on. Everything up to the last inch was perfect, besides the finish.

Many times, when working with sellers, I notice the same thing. Here are some examples of solutions:

The challenge: The product listing has 8 images, but the last 2 not seen on the listing are random stock photos or things the seller just stuffed in there.

The simple rule to follow is to ask yourself: “Is this picture improving the conversion rate of the listing?”If the answer is no, it’s better not to have it than to have it.

The challenge: The product is a bundle of several small items, but one is not the same quality as the rest. This will often be a “throw-in” item as a bonus.

The simple rule to follow is that your product bundle is only as good as your lowest-quality item. If your lowest-quality item is a 2/5 and your best item is a 5/5, you will often be reviewed 2 stars based on your lowest-quality item. Again, if this item is an extra gift, it’s better not to have it than to have it.

The challenge: You have an amazing product selling at a premium in its niche for $100 compared to most sellers selling a lower quality for $80, but customers don’t understand your instructions.

The simple rule to follow is that your instructions and video tutorials need to be at least as premium as your product. Otherwise, as per the previous rule, your product will fall short of its weakest link.

I think you get the idea— the last inch is just as important as the rest of the experience, if not more.

I took many other notes and takeaways from Will’s book, and I highly recommend it; here’s the link to buy the book on Amazon.

Want to see how I execute the last inch? How do I do my best to think of every tiny detail to deliver an unforgettable experience?

Join me at Top Dog Summit, my annual event for 7+ figure Amazon sellers, in the Austrian Alps between June 3-5, 2024.

Here’s the link: https://www.jointopdog.com/summit

Don’t forget the last inch,

Tomer

P.S

We’re down to the last 15 seats for the summit. I want YOU there, a random person on my email list. It wouldn’t be the same without YOU 😇

Here’s the Uniform Resource Locator (or URL for short 😜): https://www.jointopdog.com/summit

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