It will have been very difficult to miss the news that the Notre Dame cathedral in Paris had a serious fire earlier this week. This iconic cathedral was under restoration and parts of the spire, visible from across Paris, collapsed as a result of the fire. In response to this misfortune, millions of Euros have been donated towards the restoration of this medieval Catholic cathedral, considered to be one of the finest examples of French Gothic architecture.
What does this have to do with business? The Notre Dame is one of the USP’s of France, indeed of Europe. A point of difference which drew and continues to draw people from all over the world. When your point of difference is so well known that everyone is aware of it without even having to point it out, then it is working for you as a business.
Imagine if the response to the ruin of the famous spire was “It was just an old church spire - there are thousands of them dotted across Europe and the world. Why be worried?” For some, this may even ring true as their priorities and values lie in different areas; but for those to who Notre Dame is a part of their life, their identity and their heritage, it is important enough to donate their own hard-earned money to its continuation.
Are you educating your customers on the value of your point of difference? How are you helping them to know the unique difference it makes to them, the issues it solves, the understanding of their problems and the ease with which you resolve them? As you help your customers to know the value of your product - not just in the product, but the service, delivery and care of them as a customer, you will develop a loyalty and following which becomes a part of your identity as a business.
Protect your Notre Dame.