Over the past couple of years, I’ve started to observe how my friends and some of my customers are evaluating a product or service they want to purchase. The process is usually very simple and involves the review of features, user reviews and price comparison. For a service, it comes down to skills, references and price. The window of time leading to the eventual purchase is directly linked to the number of features (or skills) and the price difference. Once the item or service has been selected, people usually feel good about the purchase. They got a good deal after all!
Well, did they really?
There seem to be a very important dimension missing from this experience. The opportunity. Not considering the opportunity in the equation, will lead to use the product for its sole purpose only and we are missing the potential that it could enable. When purchasing a camera, think not only about the priceless moments you will capture but also the potential some YouTube videos or a personal web site could make to enhance your career. When purchasing a service, make sure the team you are going to hire shares your vision of the end result. A set of resumes associated with hourly costs alone is not enough to bring this vision to life. When you start to look at the opportunities, the price becomes just another feature.
Recently, one of my customer said “You guys make this place fun to work at again!”. This is not something that could have been put in a resume or factored in a price. Having a team that is engaged and ready to embrace success is an opportunity you cannot afford to miss.