Steve Jobs famously said that he made the icons on the iPhone so beautiful, customers would want to “lick the screen.” By elevating a utility item (the phone) to a piece of art, history was made and cult-like loyalty was created.
Reflecting on the “lick the screen” quote, I realize how he raised the stakes dramatically. He wanted every detail to be so compelling to customers that it caused them to do unexpected, emotionally charged things. Imaging a digital screen that would make your mouth water – as well as your heart thump – is one of the gifts that Jobs left the world. Products and services that transcended function and become a thing of beauty.
Simple question – do your products or services evoke lick-worthy emotion and passion? Do you deliver the basic function or do you leave an artistic impression?
It doesn’t matter if you sell life insurance, manufacture industry drill bits, or sell second-hand jeans. If Jobs could make a phone lick-worthy, we’re all responsible to inject beauty into our craft if we want to optimally serve customers and enjoy sustainable success.
More than ever, customers of all types crave artistic design and breathtaking experiences, even in the grocery aisle or the barbershop. Whether you’re in a mature, traditional industry or crafting the next startup, delighting the senses is an opportunity to break from the competitive flock and forge new advantage.
Let’s learn from the legendary Mr. Jobs that beauty not only stirs the soul but also rings the register. Push the creative boundaries to make your product or service deserving of a smooch, hug, or snuggle. Activate customer emotions, and you’ll enjoy results that are delicious enough to lick.