I recently read a great post by Brian Solis titled “The Ultimate Moment of Truth and The Art of Digital Engagement,” and it got me thinking about why it’s so hard for so many businesses to not just create meaningful or remarkable moments, but also shareable ones. I hear all the time “we need more customers”, “we need them to buy more from us”, yada yada yada. Every business cares about this, but do the “really” care enough to put in the work for it to make it happen?

Creating these types of moments requires creating an environment where it can happen and that is where the work gets hard. You can’t just buy some ads, do a facebook contest, or come up with a slogan and think that customers will come flocking. It takes making something special from the ground up. From the way the business treats its employees to the tiniest of details to delight the customers.