Question: What do a 1984 Kawasaki KX125, a 1996 Mercedes Benz C 220, MonaVie fruit blends, and Apple iPhones all have in common?

Answer: They are the four best products I have ever purchased in my life.

 First the Kawasaki. I had been racing motocross for two seasons and had become fed up with the ability of my bikes to withstand the constant pounding that week-in and week-out racing produced. In particular, I had clutch problems and frame breakage issues. Then I switched brands and bought the new Kawasaki KX 125 that everyone was raving about. The hype was not hype at all; switching brands proved to be the single best racing decision I ever made and immediately I was competitive at the state level with a durable, high-performing bike. 

Second the Mercedes: I had owned a Cadillac STS that had given me nothing but problems. It burned oil like an old farm tractor.  Over the course of three years of ownership it cost me an average of $322 per month in repairs! One day in total frustration and spontaneity I drove to the Mercedes car lot and traded it for the cheapest used Mercedes they had. It was a 1996 C 220 and was the best automotive purchase I have ever made. I drove the wheels off that thing and had to make only one repair (costing $135) in hundreds of thousands of miles. I couldn't shut my mouth about how great a car Mercedes had built. I have owned a Mercedes Benz ever since.  

Third MonaVie: Skeptical at first, I quickly became a believer as I noticed significant changes in how I felt when drinking this product. As I traveled the country and talked to others who were having similar experiences, I understood the reason MonaVie sold more than $1 Billion of the stuff in just over three years. There are many, many reasons we need to be more concerned about our nutrition and search out products like MonaVie that actually work. 

 Fourth the iPhone: Actually, not only the iPhone, but Mac products in general. Way back in grad school at Carnegie Mellon Macs were all I used. At that time I thought computers were cool and actually surveyed a computer architecture course just for fun (I'm not kidding). Then I got back to the corporate world and they forced me to use Microsoft products on PCs. Looking back now I realize my hate-affair with computers began right then and there. Only recently did I finally awake to my stupidity and switch back to Apple products. To compare the iPhone to any other phone is like comparing an airliner to a tricycle. Ask any of my friends: I can't shut up about how great the iPhone (and all the other Apple products) perform. If you hate computers, it's likely that you only hate the PC world. Try Apple. You won't be disappointed. 

Why am I telling you all this? 

Because it is important to understand the power of a single consumer once you and/or your product have "thrilled" him. The goal is not to provide customer satisfaction, but rather customer amazement. Word of mouth advertising is still the best. Regarding those four products I just mentioned, there is no one who could convince me to switch to any other brand. These products not only delivered as promised, but exceeded my expectations so much that I am still talking about them (in some cases, years later).

Every now and then a product or service comes along that thrills customers and captivates the market. Great enthusiasm follows as word of mouth spreads. A fanatically loyal customer base develops. This is the perfect embodiment of what Michael Dell called the "importance of a community" in a speech he delivered at the Detroit Economic Club Luncheon almost eleven years ago. It should be the goal of every enterprise worth its salt.

Remember: your customers actually want to be amazed. They stand at the ready to brag about your product, even sometimes to the annoyance of their friends! So figure out how to deliver amazement. Your competitors will be left to launch smear campaigns, copy-cat products, and monopolistic strategies in a feeble attempt to keep up. You will have nothing to fear, however, because a thrilled customer base will be there to defend you!