Alejandro Arce — home Thinking in Public
No. 67 · Sales

Why I bought a Mazda CX-5

Line illustration: a car wheel where the tire visibly extends past the rim's edge, with a volume knob and steering wheel beside it.

The details matter in a crowded market.

I bought a Mazda CX-5. It has heated seats, cooling seats, and back doors that open 90 degrees, so my daughter climbs in easily. Every car at that level has those things. I bought this one for two features.

01
The tires are wider than the rim, so I don't scratch the rims on a curb
02
The volume knob sits right by my hand, so I never have to touch the screen

The details decide whether a customer buys from you or from your competitor.

If you run a dry cleaner, add a ribbon, so picking up my shirts feels like getting a present. A few more:

01
Online store: a box you can open without a knife, and a handwritten line on the packing slip
02
Florist: a small card with care steps and the date the flowers were cut
03
Painter: label each leftover can with the room and the colour code, ready for touch-ups
04
Movers: a "first night" box with a kettle, sheets and toilet paper, loaded last so it comes off first

People notice the details, and recommend you for them.

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