I’m a sucker for cheese. You know Wallace from Wallace & Grommit? “Hhmmm, cheeeese, Grommit”. That’s me. I love cheese. Especially on a Sunday evening. Glass of wine, nice cheese, and the jazz on the radio. So my darling wife picks up some nice cheese this afternoon while she’s at the shops. A nice little cheddar, one of those small round wheels sealed in wax. And we get talking about why she chose that particular cheese. Turns out it looked ‘better’. There were other options that she found first for the same price, but this one was sealed in wax. Made it look ‘better’.

Packaging matters. Really. You may have the best damn customer offering this side of where ever, but how do you package it? You may be so proud of what you offer your clients, and know without a shadow of a doubt that you have the best quality and value offering around, but what do your customers see when they’re deciding whether to buy your product or your competitors? Will they pick yours off the shelf over the others? Is your offering sealed in wax?