In this current era of economic hardship, it’s popular in the world of suits to cut costs and corners and in general look for ways to do less, yet make more (instead of doing more with less). Yet, it’s during tight times that ad spends are critical, when extreme customer service is crucial. It’s when things are tough that it’s necessary to step back and enhance an offering. And it’s the details that matter.  Whether it’s:

• your business card
• your services
• your products
• your business dress
• your office appearance
• your laptop
• your desktop on your laptop
• your website
• your answering machine
• your cell answering machine
• your phone greeting
• your tone of voice
• your follow-up
• your clients
• your peers
• your accolades
• your company car
• your referral incentive
• your client gifts (or lack thereof)

Details do matter; these companies prove it:

• MINI
• The Body Shop
• Fairmont Hotel
• 37Signals
• AMEX
• Lexus

Want success in a competitive world? Differentiate through details and be remarkable; details get people talking about you.