Use your company’s communications to show your customers you care about them.

Derek Sivers, writer, musician, programmer, and entrepreneur; and Alexis Ohanian, best-selling author and co-founder of Reddit and Hipmunk; have used this exercise to move companies to the next level. They tailor company communications to the company’s specific brand and ethos, building human connection through laughter, emotions, or positive memories. They know that people—customers or potential customers—care about these touchpoints. A small investment in time can greatly increase customer satisfaction, positive word of mouth, and referrals.


  1. Think about the many ways your company communicates with people.
    For example, subscription confirmations, order confirmations, error messages, emails, etc.

  2. Think about when you have reacted positively or negatively to other companies’ communications.
    You know what you like or dislike in communications, and so do your customers.

  3. Pick one of your company's communications and improve it.
    Invest that bit of time and effort to make it a little bit more human or—depending on your brand—a little funnier, a little different, or a little more whatever.

  4. Now pick another one and improve it!
    Work through your communications until they all have that little bit of panache and show that you care.


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