Do you trust your customers enough to amaze them?

04/27/2010 | Harvard Business Review online

To differentiate yourself from the competition, you have to provide an experience no one else can match, Peter Merholz writes. The only way to do that is to trust your customers deeply, the way Amazon did when it opened up its site for customer reviews, or the way Zappos did when it offered to pay shipping costs both ways. Trusting your customers allows you to provide "features so distinct that rarely are they copied," Merholz argues.

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Harvard Business Review online