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Mini LovePeople think love is an emotion. Love is good sense.
Ken Kesey

In the recent article, “10 THINGS YOU MIGHT NOT KNOW ABOUT LOVE”, Barbara Fredrickson shares a few lessons she learned while writing her new book, “Love 2.0: How Our Supreme Emotion Affects Everything We Think, Do and Become”. (Fredrickson is the Kenan Distinguished Professor of Psychology and Director of Positive Emotions and Psychophysiology Laboratory at the University of North Carolina at Chapel Hill.)

First, she notes that “it can be hard to talk about love in scientific terms because people have strong pre-existing ideas about it.” Her definition of love from a physiological perspective: micro-moments of shared connection with another. Evidence suggests during these moments, people naturally exhibit behavioral and neuronal synchrony. “You can experience micro-moments of connection with anyone – whether your soulmate or a stranger. So long as you feel safe and can forge the right kind of connection, the conditions for experiencing the emotion of love are in place.” 

The most intense form of love is chemistry – when people just “click”. If its possible to have chemistry with a stranger, can customers have chemistry with a brand? Consider Beatlemania, or fans camping out for the newest iPhone. The answer appears to be a resounding yes!

Can you create customer chemistry? Actions speak louder than words. How can your customers experience micro-moments of connection? For most people, time is precious and yet, one of the simplest things we can give. Time is the horizontal dimension of life, the surface layer of reality. Then there is the vertical dimension of depth, accessible to you only through the portal of the present moment.” (Eckhart Tolle) How do you increase the depth of the (present) moment for your customers? Are you immersed in the surface layer of sales and profit? Start small.

A friend of mine bought a MINI recently. When I asked her about her experience, her face lit up: “You know I designed my car, right? You can design your own MINI on their site – exterior and interior colors, any extras you want – even adding the Union Jack flag on the roof! AND THEY WILL DELIVER IT TO YOU!”

She then expounded on her post-purchase brand connection:

“I think the best part about being a MINI owner, is getting it serviced. No one likes having to take their car in for service, right? It’s a pain. But I look forward to taking my car in now. Why? When I get there, they have comfortable furniture for me to sit in, WIFI access and coffee in case I’m going to hang out while my car is being serviced. Its like being at my own office. They make it easy for me to work there. If I don’t want to wait, they take me out onto the loaner lot and ask, ‘which MINI would you like to drive today?’ Seriously! I get to pick any one I want! They’ve made getting my car serviced something I look forward to, instead of something I dread.”

MINI love is a perfect example of a deeper experience of time, of micro-moments of connection. They transformed the experience of getting a car serviced. That’s customer chemistry. 

What kind of customer chemistry are you creating? Are you transforming reality for your customers with unforgettable micro-moments of connection?

Love is good sense.


A Vivid Series on Cultivating Customer Chemistry

summer of love

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