I want to buy from you if you make it easy and fun. If you don’t think through less steps and more pleasure for me as a buyer, your competitor who does will win me. There are plenty of competitors. There are few who truly compete in good design and delivery. If you do the heavy lifting and make it easy for me to do business with you, then I may not quit during the process. I want easy and fast when all other factors are relatively equal.

Here are a list of things I want when I buy:

• Less buttons
• Less clicks
• Make it visual; don’t make me read
• Don’t make me have to learn; motivate me instead
• Easy steps
• Predictable steps
• One next step; not three vague options
• A remarkable reason to pick you
• Think about me, not you; I don’t care about how great you are. I want my life to get better.
• Pleasure
• Automation
• Communications – personal and timely

Do you have this in your business? If not, count the days to extinction. You become increasingly irrelevant. It may be because you have a blind spot. You can only think about how to get what you want and fake caring about what I want.

It may be because you do not have talent or imagination. The answer is easy. Get out of the way and hire talent and imagination. Boring and being right will not win today.

Build a business that would make me say it is art. The art is in how you do business and court me as your customer. Don’t make me work and don’t make me do the work you are supposed to have thought through in your rush to get my money. Earn my money through well thought-through design, automation, imagination and a great experience. Then you have my attention. Then we might become friends and do business.