How to Win Customers

Some individuals and organizations exhibit higher levels of innovation, hold greater sway, and enjoy greater financial success compared to others.?At the heart of their success is the emotional connection they have created with their customers.?By tapping into the emotions of customers, these companies have created a deeper and more meaningful relationship that drives loyalty, advocacy, and repeat business.

• Apple has a strong brand identity that is centered around innovation, simplicity, and the idea of empowering individuals through technology. From the sleek design of their products to the minimalist aesthetic of their retail stores, Apple has created an emotional connection with customers that is centered around the idea of beauty and self-expression.
• Nike's "Just Do It" slogan is one of the most iconic in advertising history. By tapping into the emotions of customers and inspiring them to push themselves to their limits, Nike has created an emotional connection centered around the idea of self-empowerment and personal growth.
• Starbucks' success is its focus on creating a sense of community - a new space between home and office. This is evident in the company's no purchase necessary policy, which allows customers to come into their stores and use the Wi-Fi, read, or simply relax without having to make a purchase. Starbucks is fostering a welcoming and inclusive environment, a sense of community and belonging that drives customer loyalty and repeat business.

People like Steve Jobs, Phil Knight, and Howard Schultz had little in common, but their notable teams and companies who made history can draw greater loyalty from customers and employees.?They realized that people won't truly buy into a product, service, movement, or idea until they understand the emotion behind it.?Most importantly, the great leaders of these businesses start by telling their target customers the purpose and the reason they exist and behave as they do, not how your product works.?Steve Jobs believed digital work should be beautiful and functional.?Elon Musk builds Tesla to accelerate the world’s transition into sustainable energy, not to create other driving machines.?Howard Schultz was a busy salesperson before he took over the coffee bean company and his dream was a space between home and office that could let everyone feel relaxed.

Simon Sinek, the second most watched TED Talk host of all time with 50 million views, further explains this powerful idea as The Golden Circle.?It establishes a foundation for the creation of organizations, the guidance of movements, and the advancement of individuals. Successful companies should think beyond the function of the products and services they offer.?It is the purpose and dreams behind driving customer loyalty but not the procedure behind it, and that’s why Martin Luther King said, “I have a dream” and not “a plan” in 1963 as explained in Simon’s TED talk.?Start with telling people “Why” is probably the most important strategy that an organization or individual can communicate as this is what inspires others to action, and to win customers.

Following the Emotional Connect and Golden Circle roadmap can transform organizations like Apple, Nike, and Starbucks to drive loyalty and meet the new needs and wants of customers. The building of my ventures was also a testament to this.?I was driven by one dream - to build new things functioning as prosperous tools that allow individuals/corporations to overcome everyday hurdles and accelerate growth.?Despite challenges along the way, the key to keeping the team going was to understand and communicate the purpose behind it. This approach creates a deeper connection with partners and customers and inspires loyalty and makes us all better professionals in the long run even on different battlefields.

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Innovation has been long ignored and waited for in our city.?We are hoping for the concept of starting the emotional connection with WHY can present a new path for us to compete with upstarts, access new customer segments, and bring new business opportunities to win new fans again.

About the author

Raymond is a software engineer, product designer, and digital technology expert with a wealth of experience in corporate innovation. He co-founded two prosperous startups, TGG Interactive and Global Gaming Group in Asia, where he served as director and CEO, leading customer intelligence and electronic gaming businesses from 2007 to 2018. Earlier in his career, Raymond was a founding member of the data engineering team at E*TRADE from Morgan Stanley, and played a key role in designing the TiVo customer intelligence system in Silicon Valley. At present, Raymond utilizes his proficiency as an innovation strategist, guiding organizations from Japan and China to achieve growth and prosperity.