creative briefing

I took a trip up to Oro yesterday (about 1.5 hours north of Toronto) to catch the Jack Johnson concert where a park venue with a 30,000 person capacity awaited. It was a very different concert experience; Just in size alone, it was a few multiples bigger than any I had every attended. It was just one massive field and a blanket of hardcore (and very chill) Jack Johnson fans.

Needless to say, the concert was amazing. Among the mosh of bobbing heads and waving arms, every note and word felt personal and dedicated. And I’m sure the same experience resonated across the other 30,000 music lovers.

Every business needs to take a lesson from Jack: whether you have one customer or 30,000 (or more), every unit of interaction must feel like an intimate one.

I’ve been to concerts less than a tenth the size where the exchange felt transactional – like the show was the same for any crowd. If your customers don’t feel like you treat them any differently than your other customers (no matter how many other ones you may have), then they’re not going to feel special. If they don’t feel special, you’ve just lost one of your brand’s greatest assets.

Keep that in mind the next time a customer walks in your door or an email lands in your inbox.