So, I've been thinking a lot about the Seth Godin book (Meatball Sundae). His idea of inventing new products that take advantage of the "long tail" (lots of people who all want different things) - it's so seductive. Just come up with a unique and easily distributed product/service that you can sell at a profit, put it on a website, and get people talking. Sounds like a simple recipe. But what if you (or your client) has a ton of "meatballs" already? What if you are selling a highly regulated product, like insurance, that is difficult and expensive to reinvent?
Here are my recommendations for folks that have a lot of meatballs.
1. Be honest (with yourself and customers).
If it looks like a meatball, it probably IS a meatball. Transparency and clear communication will take you far.
2. Make some marinara.
Find a service method, packaging, distribution model, companion product, or extra perk that makes your meatball the most delicious one out there.
3. Serve on your best china.
Making customers feel special is wildly underrated. In this era of blogging and internet media, news travels fast. A good customer's experience can become a positive influence for your product, brand, and company. Add up a few good experiences, and you're in business.