"Entitlement is the opposite of Enchantment"
- Guy Kawasaki
I recently finished reading "Enchantment: The Art of Changing Hearts, Minds, and Actions" by Guy Kawasaki. This book is great for anyone who is looking to launch a new product and ensure that customers flock to buy it, fall in love with it and tell their friends about it. You can find a very nice and succinct summary here.
The quote that stood out for me is the one around entitlement being the opposite of enchantment. History has shown time and time again that when brands take their customers for granted and fail to see the world from their perspective, they will inevitably die. Great products and services need to be communicated in a way that builds trust and likeability. In short, they need to be DICEE (deep, intelligent, complete, empowering and elegant)
The book reminded me of times when I have used products and services that were bad and eventually led to resentment. This commonly happens for products where there is not a lot of competition, barriers to entry are high and the product is a grudge purchase (mobile phone plans, utilities, bank accounts etc). The entitlement that some product/service providers show reminded me of a sentence in Gujarati that always makes me laugh -> "aa tharo baap no rastho che?" (lit: Is this your father's road?) - used to question someone when they are displaying a brazen episode of entitlement.
I highly recommend the book for anyone who is thinking of launching a new product or service and is thinking of how to grow their user base quickly and to ensure it 1. remains loyal and 2. does your marketing for you by spreading good things about your service.