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It’s the frosting, not the cake

Your main product may have nothing unique to keep customers loyal. It may be good, but not special.

Solution: Look for something you can add around the product that gives people a reason to love you. A different package, better service, or an add-on that changes the experience.

Walgreens can’t do anything to change the products that their pharmacy sells. The pills are the same as their competitors’.

So they promote their record-keeping service as a simple way to get a tax deduction. It’s a great idea that will push customers to consolidate their prescriptions with Walgreens to get better reports.

What simple add-on differentiates you from your competitors?


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