There’s no doubt that some people in some situations will pay more for goods and services if they are wrapped in enjoyable experiences. The question for you is whether these user experiences are hygiene or strategic differentiators in your particular case. Know that and you’ll know where you must play not to lose and where you should play to win.

Of course good user and customer experience is important. And some businesses can and should differentiate based on superior customer experience. But in the vast majority of cases these are merely hygiene factors, which, as Herzberg taught us, cause dissatisfaction if they aren’t good enough, but do not increase satisfaction if you over-deliver.

Net, differentiate on what you can charge for; but don’t fail on hygiene factors.

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