Elevation! Richard Branson Style!

A lot of people who read our book and attend our workshops like to focus on the concept of “elevation,” that is, taking what other people might consider ordinary touch points with clients and creatively “elevating” them into memorable touches. Check out this video as a great example of elevation.

Obviously, we are all familiar with the safety routine the flight attendants go through at the beginning of every flight, and sometimes now presented as a dull video. Frankly, most of us do not pay much attention.

And yet when you stop to think about it, these client “touches” occur tens of thousands of times per year so Virgin America decided this was a great opportunity to elevate the experience in keeping with their brand and hip reputation. And oh by the way, Virgin America is rated number one in the US for service.

Great stuff!


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