Moments Matter - In Life and in Business

Originally sent exclusively to The Letter subscribers on May 26th. Want to be the first to get my personal newsletter in your inbox every Monday at 7am? Subscribe for free here.

I'm currently in Porta Pollenca celebrating my best mate's 40th birthday, and it's been wonderful.

My kids are having a blast in the pool with friends, with the sound of laughter blending perfectly with the Gypsy Kings' "Volare" - pure bliss!

Lying here in the Mediterranean sun, it's moments like these that remind me how beautiful life is.

We've been making incredible memories, filled with singing, dancing, and enjoying good food late into the night.

This got me thinking about how making memories can be a fantastic way for businesses to build strong customer loyalty.

By creating positive experiences, you can turn customers into enthusiastic fans who keep coming back, no matter what offers competitors throw their way.

I always encourage my teams to focus on this "memory-making" philosophy, as it can make your business less susceptible to customer poaching from hungry competitors trying to steal your loot!

There's a great quote that resonates with this: "They’ll forget the price but they’ll never forget how you made them feel."

This really hit home for me when I was starting out as an entertainer.

Families and companies hired me to create special memories, and in turn, they recommended me wholeheartedly.

They often never asked for my fee when booking, they were so predetermined to buy what they wanted.

They was blinded to other choices. They wanted how I or my company would make them feel. 

I've also learned that even mistakes in business can strengthen relationships if handled well.

When things go wrong, the way you resolve them shapes how people perceive your brand.

I feel confident buying from places like John Lewis, Costco, Disney, and even my accountants, because I trust they'll make things right if any issues arise.

It's that sense of reliability that builds lasting trust.

I know these brands will send in the cavalry at any whiff of resentment.  

On a slightly different note, I've found that tackling awkward conversations head-on can also lead to significant improvements.

I had a challenging situation with a manager earlier this year and addressed it directly.

Since then, I've seen remarkable progress between them and I.

We’re  now considering them for more responsibility. While the conversation wasn't pleasant for either of us at the time, the positive outcome is undeniable.

Ultimately, if you want to move forward, focus on creating memorable experiences and having those important, even if uncomfortable, conversations.

Embracing customer feedback and speaking openly can lead to great rewards.

On a personal note, one of my favourite childhood memories was being tucked in by mum – she always wished she had a little girl.

(that’s another of my favourite jokes, re-read that last paragraph if it’s doesn’t make you laugh out loud!) 

To your continued success,

James

PS. Our big 2 day Business Masterclass is coming up in September. Have you secured your seats?