What a dangerous question to ask. I just witnessed a customer service person send too many people on a behind-the-scenes tour of a pretty exclusive venue. When called out on it, she said “Well, if there are too many people when they get to the venue, they’ll ask a few people to stay back. WHAT’S THE BIG DEAL?”
Here’s my answer – there is no big deal. But, there is a small little deal. And there are many, many of these small little deals going on every day. And you know what that makes? A BIG MOTHERF*CKING DEAL.
That, ladies and gentlemen, is a brand. That is what they say about you. That is what makes you special…or inconsequential.