Excerpt from a short YouTube talk (by David Jenyns) arguing that customers prioritize consistent service over occasional excellence; delivering predictable experiences (like McDonald’s) is a competitive advantage small businesses often fail to provide. The speaker recommends building consistency to stand out in crowded markets.
That's what the client wants. The client wants consistency. When they come to your business, they want to know they're going to get a certain level of service. They're not necessarily looking for the best. If that was the case, like, why do people go to McDonald's? They don't go to McDonald's because it's the best hamburger ever. They go to McDonald's because they know what they're going to get. It's consistent. I'm always going to get the same thing. Your clients and your prospects crave consistency, and most small business owners can't deliver that. So if you figure out how to do that, that helps you get head and shoulders above the rest of the competition.
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