Quality Is Required But No Longer Sufficient

In Seth Godin’s book, This Is Marketing, he mentions that quality isn’t enough of a differentiator.

“Quality is required, but no longer sufficient,” he says.

That made me ask — If it’s not quality, then what is it that communicates value? What becomes the deciding factor in value-judging decisions?

Ask this question on multiple fronts, and you’ll find yourself dissecting the different aspects of your life.

In business — There are many great solutions. If it’s not quality, what makes someone choose your product?

In your work life — There are many amazing applicants. If it’s not the quality of your education or your experience alone that can get you a job, what makes someone choose a candidate?

In your personal life — There are many competing narratives and beliefs. If it’s not the quality of arguments that makes you choose a belief, then what is it?

I’m interested in hearing your answers.

Godin’s belief is that it’s the story around the thing, and I agree.

Marketing is all about communicating how you help a group of specific individuals reach their desired destination through your product/service.

The person/group/business has already decided on their desired destination.

Your job is to uncover that pre-defined destination and explain how you help them get there.

If you’re not aware that buyers don’t buy because of quality alone, companies don’t hire because of a resume alone, and you don’t choose beliefs based on reason alone, it could be easy to dupe yourself into believing the opposite.

Quality is the minimum.

Now you have to craft narratives and become a partner in getting people to their desired destination or “promised land.”