English man and billionaire, Sir. Richard Branson, will leave planet Earth on Sunday, July 11, 2021, for Space as Astronaut 001 aboard the Virgin Galactic UNITY22. He will be going for a sole purpose: To “Evaluate Customer Spaceflight Experience”. This is on the same day England battles Italy on the finals of the Euros.
The really exciting part is that, Sir. Richard Branson is leaving for space to evaluate first hand, the wonderful experience awaiting his target customer because they’re stakeholders who understand the need for a service provider to deliver on everything that matters to them.
Sunday will mark the beginning of a 17 year dream come true for Sir. Richard Branson. And to be going to such great lengths for the customer, you’d definitely want to know about the customer.
The customer is wealthy and spends money on uncommon value, hence, are a few, maybe 5%-10% of the entire world. They respect knowledge and never discriminate anyone that possesses it. They’re great achievers per industry in the global, regional or local system they operate. For them, business isn’t business as usual, rather it’s a lifestyle that begets building a legacy, what some people loosely call a brand.
Many years ago, whilst a bachelor, my mother walked into my room and asked to read a book from my library. I gave her “How I Got Dis-virgined” an autobiography by Sir. Richard Branson. A couple of days later, I walked into her room, met her reading the book and asked, “What do you think of the writer?”. “He’s a crazy guy”, she said. I laughed and replied ; “read on, it gets even crazier”.
I remember when friends and close associates thought I was crazy embarking on founding a design company that will solely be dedicated to the; ideation, design, management and security of a company’s most vital visual asset – a logo. It sounded crazy. Even crazier, was the intention to discontinue physical office, decouple team and run the agency as a virtual business model – strictly online. This was many years before WFH (work from home) became fad.
But my guts told me, they’re people to whom it matters too. People who understand a logo as a vital visual asset. The kind of people Sir. Richard Branson will on Sunday be flying to space for. And like Sir. Richard, I’ve had to fly, sometimes with my children or go on long road trips just to visit client’s we’ve worked for but I’ve never seen in the flesh, just to share with them the wonderful customer experience of smiling together. That’s what “crazy” people do.
If you’re crazy about an idea, go for it. Be sure you’ve thought it through. And as long as it matters to the RIGHT people and you deliver on what matters to them, you will succeed at it. Do it, and expect success always.