What you'll find here are the dozens of anecdotes on consumer loyalty, from In-and-Out Burger's 'secret' menu to Sephora's conservative cosmetics presentation. But the core message is a titular one: reinvention. A constant, if infinite, reworking of your product, its delivery and your staff's smiles is what Tisch purports will hand-pick your customer from the crowd. Too few Loews examples leave me skeptical of his advice, but hey, it works for Madonna.
Two chapters carry their weight in fresh info: "Everyone is Welcome" (on consumer diversity) and "Open-Door Policy" (on government transparency). Tisch hits the nail on the head in describing the evolving power of ethnic and minority consumers as not only a stateside phenom, but a sign of global change in Chinese, Japanese and Indian markets. It really gives perspective to the number of customers -- and preferences -- up for grabs.
With his analysis of the popular E-ZPass toll-collection program, begun in the mid-90s, Tisch traces the user-friendly brand expansion of U.S. government agencies. If bureaucracies can put their services on the line (and online), he argues, so can you.
And what of the pillow-sitting chocolate? Don't worry, it may just be enough to please, Tisch says, so long as it's nut-free, is understood as an asset by the management and employees, and includes "Open Here" instructions in Spanish, Mandarin, Vietnamese and Hindi.