A Message for CEOs: Why Your Brand Needs a Good Luck Department

As a CEO, you know that your brand is only as strong as it seems to the public.?

You put a lot of work into making sure your company is seen in the best possible light, and you should be proud of what you've accomplished.?

However, there's one thing that you may be forgetting: your brand (and your customers) need a Good Luck department, that place they can turn to when they need that added bit of assurance that you've got their back.

Symptoms That You May Have a Good Luck Department

How do you tell if you have a Good Luck department? Random things happen that are way beyond cool. They confirm you've impacted the lives of others.

Unexpected packages arrive. Letters or emails appear that are incredibly inspiring and confirming you've done something great to help another elevate their game in life.

Here's one I literally just received yesterday (I love that Micahel hand-wrote this letter which ade it so much more personal):

Good Luck Departments Don't Just Happen: They're Made

A Good Luck department is more than just a customer service line or a team of people to handle PR.?

It's a calculated effort to show your customers that you're not only interested in their business, but also in their ongoing well-being long after the purchase.?

When you have a Good Luck department, you're sending the message that you want your customers to succeed across the entire spectrum of living.

In practical terms, it's the department that does?so much more?than handle dropped balls.

Dropped balls and handling them are after the fact something's gone off the rails. Yes we need that.

But the Good Luck department anticipates before anything's gone wrong when and where any balls might be dropped so they're prevented from ever dropping in the first place.

In the best scenario, your entire brand becomes a Good Luck department from head to toe, from the person answering the phone to the shipping department to the "back office" personnel to the executive assistant.

When you're that dialed, excuses have no place to land.

And justifications have no place to take root.

Like the keynote I delivered yesterday to a packed room of 200 entrepreneurs, students and working professionals. I needed to be more than they expected. And I made sure I delivered on that expectation. Special shoutout to Chris Burns for putting together a fantastic event.

So go out there and be amazing, shine the light on what's possible, and light up the day of those you serve and work with. Best of luck. ;-)

I'd love to know in the comments how YOU have created (or will create) a Good Luck department for your business?

In Case You Didn't Know

I am the author of the international #1 bestseller, Brand Intervention.

I've helped client around the world generate well over $6 billion in sales.

I love creating amazing brands that defy the odds and outsmart the Goliaths.

I have no patience for mediocre and consider meeting expectations a failure. I am only satisfied when I eclipse expectations and love smart, funny conversation, excellent coffee and dark chocolate.