If it doesn't inspire greatness, it isn't creative. | DiMassimo Goldstein

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If it doesn’t inspire greatness, it isn’t creative.

Used to be that companies made products and agencies sold them. Today, agencies work with clients to craft the products and services, build the customer experiences, and inspire the actions that bring more people into the experience.

An inspiring customer experience will spread, but it will also need help spreading. The brand is the most important part of the experience.

Functionality is important. But there are usually near equivalents for functionality.

Personal, psychological, spiritual, social and societal benefits and meaning are the keys today.

Emotion is critical.

Does the service – the total customer experience — inspire greatness (even in some small way) in the customer?

Does our service inspire greatness in the client?

Does our team member experience inspire greatness in our team members?

That’s what it’s all about today.