The title is a bit blunt, but we have strong feelings about the opportunity as well as the future of businesses that read our newsletter. So, what are we reading in articles from all the pundits that are forecasting our future? They tell us business is moving away from what we have known and that it is all about providing an experience to our customer.

We ask, "When has it not been about providing an experience to the customer?"

With the exception of a minimal amount of clothing, basic food and perhaps necessary medications, none of us sell a product or service that is essential. Our customers are spending their discretionary money with us. If a customer is spending their "fun" money, then the spending experience should be fun for the customer.

Perhaps the idea of getting the most for your money is not about a lower price, but about finding which business gives you the best experience. Hence, the title of this month's advisory.

You can spend your money to become an online business where the interaction with the customer can be minimized; you can invest in teaching your staff how to make their interactions with customers into more of an experience; or you can close the doors of your business and invest your money somewhere else.