So we talked about how to identify your great now you might be saying, Well, how do I go about doing that? Well, it can be just as simple as you need to look for opportunities to think about where your customers might find things difficult or complicated. Or they might get a bit anxious. Or you can do things on the flip side, like how you can anticipate problems they might have how you can do things which are going to exceed their expectations, which is going to surprise them and delight them. Maybe it is as simple as putting a little bit of chocolate on a pillow, you know, to try and get them to go. Wow.

But that's on the assumption that you are brilliant at the basics first, like we talked about before. But here's another sort of concept that I want to talk to you about, too. There's this thing called this complaints iceberg, which says that it's only a few people that will formally complain to us, but most of us don't complain. We just hold them inside they're silent. Because think about it this way. And have you ever been into a restaurant, I'm pretty sure that you have because this applies to most people is that you've gone to a restaurant.

And you know, it's never been good enough for you to rave about it. But it's never been bad enough for you to formally complain about it. You're not, you know, it's not bad enough for you to kind of go on to call on social media and to call them out. But actually, it's bad enough for you to never resolve to resolve never to go there ever again. And if asked by your friends, or family or whoever, you will probably tell them. Now you don't want to go there.

It's not very good. Those are the site that's the site. Those are the silent complaints. Those are the silent killers. And that those, those complaints exist in pretty much every business. And it's our challenge as entrepreneurs, as professionals, as business owners, whatever to actually go and seek out those complaints.

Because when you do, that's when you start to surprise and delight your customers and actually start build up foundation to be brilliant at the basics. So here's a pretty simple example, that would apply to any business that is trading online that a lot or allows their customers to buy from or on them online now, and it's all to do with shopping cart abandonment. Big problem, because the research shows that up to about sort of, on average 70% of shopping carts are abandoned. And one of the fascinating things is about a quarter of that comes from the fact that companies are forcing customers or potential customers to create an account. Now, I don't know about you, but if I go off and do my research, and I go and find this company think they're great. I've seen all the reviews, that looks fine.

They've got exactly what I want. I'm happy to buy now. I may actually not buy from them again for like another year or two years or whatever. So why would I want to create an account? Why would they give The opportunity to buy as a guest as it were, or a quick Checkout, because despite the fact what many most of these companies say, that say, oh, we're not going to add you to our marketing list, you're still forcing me to do something that I don't want to do as a customer. And I think a lot of customers feel like that, and the evidence backs that up.

So the thing is those that's, that's, that's a little thing, but actually adds up to a really big thing where many companies are just leaving money on the table. Customers want to do business with them, but they're forcing them to do something that they don't want to do. So there's huge opportunities there by just getting out of the way of your customers and not forcing them to do something that makes sense for you, but doing the things that makes sense for them. So now we're now it's time it's time for an exercise and as the exercise is based on this idea by you know, identifying your grid And fixing problems. But what I want to do is I want a new answer because I don't want it to be all about us and thinking about our businesses and you know, inside our own sort of four walls, I want you to do is I want you to go out and talk to your customers.

And this is a brave question. But I want you to ask your customers this. And the question is this, is there anything that we do, or have ever done that has a no eg, however slightly? Now that might take a little bit of bravery, then that's fine. But if you go and ask your customers, and you keep asking them, they will tell you a whole range of things that you've done just a little things, not enough for them to make the walk, but just little things that you think are just not great. I wish you could get rid of that or improve that.

And once you get all these answers, what you want to do is I want to either think about ranking them in terms of the manner of effort it would take to to change those or fix those things against the sort of impact that would have on you. business. Because when you get to the you get to this list of ideas that have that are low effort rather and have high impact. That's when you start that should list of immediate priorities that you go off and fix. And all this is captured in the exercise. This should sit below this, this video in an excellent sheet, but also wants you to if you feel free to share that your that you know the best ideas that you've come up with or your customers have told you about in terms of the things that you can prove that are low effort, but high impact in the comment section below.

Back to the bonus question. So this is the first question that I want to add and build on the one that we had before about that anything we've done that annoys you slightly, and that is that you have this huge source of intelligence, market research knowledge that sits in your business that many businesses don't access, and that's cold that people that are on the front line. So one of the things I want you to do the bonus question is Go and ask your frontline staff, the people that are speaking to your customers day in and day out and ask them for the list of Top 10 problems that your customers have or face on a day, today, a week by week basis. And based on that, take those top 10 and go and fix them and they'll transform your business.