It’s a famous line from a famous movie, but it makes a simple point.

 

I am not an elephant. I am not an animal. I am a human being. I am a man. John Merrick.

 

There are two things that everyone wants and one of them is to be special. Everyone desires to be special to someone. To have some meaning or something they do better than most. We desire to be special.

 

The other thing we desire is to be normal. We want to be accepted as normal and like everyone else.

 

The more normal we are the more special we want to be and the more special we are the more normal we want to be.

 

How this relates to business is you should treat your ordinary customers special. Show them that you think they are important.

 

While there are exceptions most people I’ve dealt with that are famous or powerful would prefer to be treated like a normal customers.

 

What is your experience? Is there anything that you do to show those around you that they are special?