Customer experience can be central to even “value-based” businesses. Consider Southwest Airlines.
Use all elements of a theater. Create an immersive world with consistent rules. To reinforce the script, think of the whole experience as a “play,” including the cast, costumes, set, and props.
The devil is in the trade-offs.
The experience you offer should have a clear point of view. What you leave out often says more than what you leave in. Chipotle refuses to use freezers, in the fast food industry no less. And Whole Foods won’t accept over-processed foods in its aisles. Managing trade-offs tightly is essential to creating a script with a character that inspires people and separates a brand from the pack.
Evolve to stay relevant.