Nordstrom, Ritz-Carlton, Chick-fil-A, Southwest Airlines all have excelled at predictability. We know what we’re getting into with these brands. And because of their predictability, they will be around for a long long time.
Now enter the new day and age where predictability coupled with unpredictability wins.
Do business with Zappos and you will understand this better. They deliver incredible customer service and offer free shipping both ways (predictable). But more often than not, you will find that FREE SHIPPING = OVERNIGHT SHIPPING (unpredictable). What is their unpredictable success formula? Under promise, over perform, and blow their socks off. To them “wow” is a verb.
Unpredictable goodness leaves us always saying “wow.”
Something very predictable about you and me is that we cannot help but share “wow-like” stories. Something inside us thinks someone has to hear about what we experienced. And when that happens, you get music math.
Predictable and unpredictable is the new yin and yang for all of us no matter the brand, product, or service.
We love revisiting (repeat business) with things that have us wondering “what will they do next?”
Ashton.Gustafson 