UX Magazine

Defining and Informing the Complex Field of User Experience (UX)
Article No. 5 December 10, 2005

Your "Perfect Basic"

Do Verizon Wireless executives experience dropped calls when they use their cell phones?

Do travel agency execs ever try to book their own tickets online?

Do Doctors go to a Doctor, wait in the waiting room for 30 minutes to receive 5 minutes of medical attention?

Does Michael Dell order his laptop by calling 1-800-WWW-DELL and sit on hold for 30 minutes?
Southwest and JetBlue execs fly their airline all the time and it shows in the execution of all the basics that seem to elude their competitors.

It is not your customers job to help you raise the bar far beyond their expectations. It is YOURS. Ironically, delivering just the “Perfect Basic” of your business with creativity and innovation is FAR beyond their expectations.

Be the cell phone company that focuses on calls that never drop.

Be the travel agency that does something extra on every trip that makes each one an amazing experience.

Be the PC retailer that has really knowledgeable people answering the phones in 3-5 rings.

Be the Doctor that always takes patients on time and spends enough time with them to dramatically improve their total health.

Your turn…


User Profile

Howard Mann is the founder of Brickyard Partners, a business strategy agency based in Portland, OR. Prior to founding Brickyard Partners in 2001, Mann owned a premier international logistics company with over 140 Million in revenue, six U.S. offices and a global network of over 40 agents worldwide.

As that business came under severe pressure from the previous economic downturn and industry consolidation, Howard lead the company out from those treacherous times by returning to the basics that make every business great and completing 6 acquisitions that re-imagined the business so it was highly attractive to buyers. Finding that “secret sauce” did not come easily but has fueled his purpose to help other business leaders to never have to go through what he endured. 

Through real world experience and those hard times in the “trenches” of business he has learned that it is not following the latest fad, copying competitors or adding complexity that makes a business truly great. His pragmatic approach and knowing what it feels like to sit in the CEO/Owner chair is what makes his work so different and effective.

In addition to his strategy, marketing and communications work, Mann coaches a select group of entrepreneurs, CEO's and business owners. His highly focused workshops and keynotes help executive teams take aggressive action to unlock the true potential of their organizations and build remarkable businesses that endure. In good times and bad. Online and off.

Howard is a sought after speaker both in the U.S. and around the world. He writes frequently on his blog about the importance of the basics and reconnecting to the passion that too often gets lost as businesses mature.

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