Caring Shows
I am a big believer in craft as a huge component of business success in the age of extreme choice. Here is a great example of a company that gets it.
They created a typography poster. Sure they could have just cranked out a pdf and posted it for sale on their website. People would have probably paid $5-15, and that would have been just fine.
Instead, they decided to go above and beyond - to surprise and impress. They chose caring. The end product is pressed (not printed) and obviously crafted with passion. Now it sells for $75 a copy, and guess what, they are sold out.
People know if you cared enough in your product of service.
