The ideas that spread are the ideas that win. The businesses that people eagerly want to tell other people about are the businesses that win.

What would it take for your business to be the topic of conversation that someone eagerly tells people about at a dinner party?

When someone says, “Hey Sam, how was your week?”, what would need to be true for the first story that Sam tells to be a story about your business?

It’s pretty easy really. All you need to do is give Sam one remarkable experience. Not a good product. Not great service. One Re.Mark.Able experience.

Make a Mark

A remarkable experience begins with making a mark. The experience you design for Sam needs to leave an invisible mark on her. It needs to surprise and delight. It needs to zig when she expects it to zag, and in a good way. Like the punchline of a joke. If she sees it coming, if she expects it, then it won’t work.

Re

Re:
Like that prefix in the emails you send. “Re: mark”, about the Mark. The experience you create should be something that makes an interesting story.

Re-
Like your favourite movie is worth re-watching. Like a great podcast is worth re-listening to. Like a great book is worth re-reading. Your experience should be able to leave its mark on someone over and over. Each time they tell the story of how dealing with you made a mark on them, it should re-mark them again.

Remark.
Worth making a remark about.

Able

You need to design your experience in such a way that Sam is able to go out and Mark other people. You mark Sam, she re-marks the others. The mark is Re.Mark.Able and your story spreads.

You need to design Re.Mark.Able experiences, because in a world where a 5 star rating is merely a hygiene factor, the businesses that are remarkable are the businesses that win.