A short YouTube video segment (by David Jenyns) arguing that exceptional, proactive communication is essential for service businesses — illustrated by a residential painting example — and that a brand is effectively the promises a business makes and keeps; consistent fulfillment of promises drives growth.
One of the things we shoot for is exceptional communication. When you're going in to paint someone's home and you're doing the estimate, you're picking colors and picking a paint day, and you're painting their house in a day every step of the way, they want exceptional communication. They don't want to be left in the dark. That's one of our exceptional focus areas. Then how do we put a system in place to ensure that we deliver that brand? Any business, a brand is a set of promises we make and keep. If we make promises and we don't keep them, we go out of business. If we make promises and we keep them every single time, we grow, like McDonald's.
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