The 10X value obsession. The 10X value obsession is a concept that I’ve been teaching for a long, long time. I just mention that to reinforce it is proven, it is powerful and it works. And it’s simply a way of operating. It’s part of your OS, your personal operating system. In everything you do professionally, everything you do in your career, and everything you do in your business, make it your dominant intention to give 10 times the value that the customer is paying you for. If you write a book and the book sells for$30, $50, $5, a hundred dollars, ask yourself what wisdom, what acumen and what insight must the book contain so that the consumer gets 10 times the value that they’ve paid? Once you start doing that, let’s say you’re a startup entrepreneur, let’s say you’re a manager, let’s say you’re a salesperson and you say on every sales call, I want to deliver such a rich stream of ferocious value that the customer or prospect has never seen it. People will fall in love with you. People will be so loyal to you. If every service and product that you offer gives them 10 times more than what they pay, well, then they are literally getting the service or product for free because their return on investment is 10X. They’re paying you a hundred dollars, but they’re receiving a thousand dollars. The service is free. As a matter of fact, they’ve actually made money by purchasing your product or your service. And if I was working with you one on one in-person, I would actually ask you to pick your products or service, and then I would ask you to deconstruct every touchpoint where the customer engages with the service or product. And at every touchpoint, whether it’s the website or calling the office, the sales call, or receiving the good in the mail. What does the packaging look like? A lot of great companies, they understand the power of great packaging along with ensuring the product is amazing because there is value in a beautiful package. It creates delight. And then the product has to be amazing.It has to work well. It has to be easy to use. The quality has to be world-class. And so if you literally asked yourself at every touchpoint of the consumer experience and the user experience, how can I give 10times the value, your customers would fall in love with you and they would not think about doing business with anyone else with you. And that, the 10 X value obsession, is a formula for creating what I call fanatical followers and the idea, if every single time someone does business with you they become a fanatical follower, not just a happy customer, that is how you build a globally cherished movement. Please see yourself in the global movement-making business. And how do you do that? You become a merchant of wow. You wow every single customer you deal with by giving them 10 times the value they’re paying for.
