"Most people really only heavily use about 5 to 7 services. If you want to be an important product and a big business, you will need to figure out how to fit into one of those, which means capturing your user’s fascination, enthusiasm, and trust."
Included in every package from Fab is an envelope printed with "Smile, you're designed to." Though I appreciate the sentiment, I can't say it resonated with me. Certainly marketers have no easy task crafting messaging that speaks to the values and heart of the company but that doesn't come off as mawkish or insincere to the audience. So how can one keep things interesting without alienating potential users/customers?
What Fab has shown us that you can say just about anything , no matter how vague or sentimental it may be, as long as you're able to deliver on your promise. Am I satisfied with their ease of use and aesthetic? Is their merchandise remarkable? Does their clever, personable copy make me smile? It sure does.
In this post on his blog, the lessons shared by CEO, Jason Goldberg, run the gamut from finding your company's one thing to funding tips and brand building. While you'll have no doubt read similar best practices before, it's an excellent example of how Fab's uncompromising company values guide their decisions and process; outstanding customer experience is in their DNA. Smile on, folks.