Think of services or experiences you’ve had that were astounding in how they impacted you. There is a desire to repeat those experiences—most likely not only because of the utility of what was delivered, but because of how you were related to, and treated, and made to feel.
Beloved companies work hard every day to deliver an experience their customers desire. Even how they learn what customers yearn for sets them apart. In this instance, it is not the utility of buying a cup that compels a young mother to go shopping; it’s her desire to help her child’s development, or to get him or her to sleep, or to not have to wipe up the floor 20 times a day.
