The problem with perfect

When was the last time you excitedly told someone about FedEx?

They're perfect. The only time we notice them is when they screw up.

And that fancy restaurant with the four star reviews? They've got the
fine linen and the coordinated presentation of dishes... it costs
hundreds of dollars to eat there, but it's okay, because they're perfect.

Which is a problem, because dinner consists of not much except noticing
how imperfect they are. The second course came five minutes later than
it should of (ten, even!). The salad was really good, but not as perfect
as it was last time. And the valet parking... you had to wait in the
cold for at least ninety seconds before your car came. What a let down.

A let down?

The place is a gift, a positive bit of karma in a world filled with
compromise. And all you can do is notice that it's not perfect.

As the quality of things go up, and competition increases, it's so easy
to sell people on perfect. But perfect rarely leads to great word of
mouth, merely because expectations are so hard to meet.

I think it's more helpful to focus on texture, on interpersonal
interaction, on /interesting. /Interesting is attainable, and
interesting is remarkable. Interesting is fresh every day and
interesting leads to word of mouth.

I think our FedEx delivery person is interesting. I like her. I talk to
her. And yes, it changes my decision about who to ship with. I also
think that Spicy Mina is an interesting restaurant. So far from perfect,
it's ridiculous. But I talk about it.

By Seth Godin

<Tags> perfect, Seth Godin, fed ex, complain, promise, interesting