“Different” is no longer a differentiator. What is? Creating an authentic relationship with your customers.
This is what it means to forge an authentic relationship with your customers. It’s not the kind of relationship that lasts for only one season or that comes on suddenly because your product is cheaper or more beautiful than another’s. It’s the kind of relationship that emerges because you offer something that caters to an essential desire and makes your customers feel they can be themselves. It’s the kind of relationship that allows for mistakes and creates a bond of loyalty. And having established an authentic bond doesn’t mean you can rest on your laurels. People change, trends change, and you must always be willing to reinvent yourself as both your company and your customers evolve.