Brittany breaks down the SUPER framework: Start with your story, understand your customer's story, personalize with tech and human touch, exceed expectations through experience design, and repeat at scale. Most brands nail the story one-to-one but fail to scale it consistently.
In reading your book and watching some of your keynotes, you talk about this acronym of SUPER, and the first S is something I literally— Brittany, I got to tell you, it's on my to-do list sitting right here of doing a better job of crafting our story. And we tell our story really well one-to-one, but we don't tell it well at scale. Can you talk to us about the S in SUPER and what that means for brands?
Yeah, of course. So SUPER is an acronym that's designed to help people remember what it takes to go from being seen as a commodity provider to a category of one? Like, why should I care about your brand? What is it that you're doing better than anybody else? And if you follow the 5 pillars, you will have a really persuasive, convincing answer to that question that everybody on your team can tell. And the S is start with your story. And when I say start with your story, I don't mean lead with your story. I mean, what is it that should make me care about you? Why are you different than everyone else? What is it that you can do differently to solve my problem better in a way that's more relevant to me? Because if you can't answer that question, what am I going to do? I'm going to make a decision based on things like price, based on things like speed, based on things like convenience to me. Because in absence of that story as that other compelling evidence, it would be crazy and some might even argue reckless for me to make a decision based on anything other than those commodity factors. Because I have a fiduciary responsibility to make the best decisions for my company. So your story has to be more compelling than all of those commodity factors. So the rest of the acronym, U is understand your customer story. So it's all about understanding what it is that they actually need, what it is that they actually want, having not just the authority but also the empathy to meet them in that moment. P stands for personalize. In my keynotes, that's where I talk about the high-tech and the high-touch things that come together to create the high impact that our customers demand and will continue to demand. E stands for exceed expectations. That's the real, like, like the purest, what most people would call customer experience. So I call it intentional experience design. All of those moments that we can elevate. So asking ourselves, how can I, how can I look at each one of these touchpoints and decide that I'm gonna use creativity and intentionality to elevate that moment? And then the R stands for repeat, and that's where some of the systems, the processes, the automation, the, the repetition comes in.
