Don't Miss Your Exit

Navigating from "fine" to exceptional.

Have you ever been driving along a freeway, listening to your favorite Van Halen song (or maybe that's just me), when suddenly you realize you've missed your exit? Immediately, your mood shifts from carefree cruising as you listen to "Panama" to full-blown panic as you scramble to find a way back to your destination. In business, missing an exit works much the same way. There's often a gap between the service your clients desire and the reality of what they're receiving, and if you're not careful, you'll drive right past it.

Years ago, air travel was a frequent part of my professional life. And, let me tell you, the experience was consistently...fine. I'd get the beverage I requested (sometimes lukewarm, but hey, beggars can't be choosers), my luggage generally showed up where and when it was supposed to, and most importantly, I arrived safely. On paper, the airline delivered precisely what they promised.

However, the fissure - the missed exit, if you will - was glaringly obvious. As a passenger, I often felt more like an intruder than a valued customer. Eye contact? Rare. A genuine smile? Even rarer. Gratitude for my business? Almost mythical. Sure, the airline got me from point A to B, but they weren't exactly winning awards for making me feel great about it. And trust me, no company ever dreams of being remembered as merely "adequate."

When you deliver branded merchandise accurately decorated, on time, and at a fair price, congratulations, you've managed to provide the bare minimum. But guess what? So has everyone else. To truly stand out, you need to pay attention to the details, making sure you don't zoom past the exit to exceptional.

Here are three strategies you can implement immediately to ensure you're never left scrambling for the next off-ramp:

1. Be Fully Present – When communicating with clients, are you fully tuned in, or are you mentally preparing your grocery list or thinking about tonight's barbecue? (Again, maybe that's just me.) Do you really listen, or are you just waiting for your turn to talk? It's easy to spot someone who's mentally checked out, and it's even easier to remember the ones who genuinely invest their attention. Show up, be fully present, and treat every interaction as if it matters - because it does.

   
   

2. Express Genuine Gratitude – When's the last time you thanked a client with more than a quick email or a passing handshake? Take it up a notch with handwritten thank-you notes, thoughtfully branded merch, or maybe even a singing telegram - okay, probably not the telegram. But seriously, authentic gratitude is remembered far longer than routine politeness.

   
   

3. Make Every Interaction Memorable – Instead of predictable gestures, create personalized and meaningful moments. Send an article or podcast episode related to a client's recent interest, acknowledge significant milestones with a personalized note, or celebrate their wins publicly on social media. When you make an effort to show you genuinely care and notice the little things, you build deeper, lasting relationships.

When you pay attention to the details - the little things - you build loyalty, increase perceived value, and create clients who not only stick around but become enthusiastic ambassadors for your brand.

So, stop missing your exits. Slow down, pay attention, and start creating experiences that are meaningful, memorable, and maybe just a little bit magical. After all, life's too short for mediocre journeys either on the freeway or in business.