Efficient or Extraordinary?

Surprise is potent.

A client or patient will smile or sing about the delightfully unexpected.

They will simmer or roar at the disappointingly unexpected.

The consequences are disproportionate.

There is no leverage any more in being efficient.

We expect our transport to be on time, our room to be ready, our appointment to be fulfilled.

We will respond with irritation if you keep us waiting or if you fail to appreciate our uniqueness.

You won’t get a sale, a review or a recommendation for simply being efficient.

It is only when you take us on a journey beyond the obvious that we are motivated to buy, to vote, to share.

Google and Trip Advisor aren’t full of “5 out of 10” reviews.

It’s the 1’s and the 10’s that get the mentions.

You can choose to be at either end (to delight or disappoint) but you cannot survive being a 5.

5 is invisible.


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.