I read that BIll Gates, Founder of Microsoft, once said his biggest regret was not learning any foreign languages.
Many people have that same regret.
In a way, because you probably know a couple of different languages, you're wealthier than Gates! (Not a bad way of looking at things, right?)
You know what else surprised me about him?
Despite having a net worth of over $80 billion, he said he is only leaving his kids $10 million each because "Leaving kids massive amounts of money is not a favor to them."
I understand his point, although to everyone else not named Bill Gates, $10 million is a fairly massive sum of money,
It's all relative, i guess.
But certainly leaving his children billions of dollars would likely disincentive them and deprive them of the pleasure of working hard and being self-sufficient.
Did I just equate pleasure with hard work? Yes, I did.
The fact is, we derive a tremendous amount of satisfaction and pleasure from hard work... from a job well done... from knowing that we strove and we achieved.
Mr. Gates doesn't want to take that away from his kids.
Plus, he doesn't want them to be lazy, unmotivated, or just live off the interest.
Contrast that with your customers/client/patients...
They're Looking For the Easiest, Fastest,
Most-Effective, Least Painful Way Possible of
Achieving Their Desired Outcome
Don't ever make the mistake of thinking your customer wants to put in elbow grease to get his reward.
He doesn't want to think...
He doesn't want to work...
He doesn't want struggle...
He doesn't want to study...
He simply wants the results handed to him or her on a silver platter, preferably picked up by you and spoon-fed by hand.
So, what does that tell you? Make things -- applications, actions, forms, selections, instructions, all communications, offers, etc. -- as brain-dead simple as possible for them.
The Reality Is...
Customers want to swallow a little pill that will make them smarter, wealthier, healthier, skinnier and more popular. They don't want to work for what you're promising.
Always remember that. ALL customers.
The company that promises AND DELIVERS the fastest, easiest, most pain-free, most rewarding result wins.
