We recently completed a journey through all the Planet of the Apes movies. Starting with the most recent trilogy, we then flipped back to the original Charlton Heston classic and its sequels. Watching them in timeline order, an interesting insight emerged — one that applies to business.
So, what can the apes teach us about business? Let’s explore that.
The Evolution of Expectations
There’s a stark difference between the original Planet of the Apes movies from the late 60s and early 70s and the modern trilogy made over 45 years later. When viewed back-to-back, the differences in production quality, editing, soundtrack, and overall execution are glaring.
This shift highlights an essential truth: consumer expectations evolve over time. What was groundbreaking in the past may seem outdated today. If a movie with the production standards of the original 1968 Planet of the Apes were released today, it would likely be ridiculed, despite being a masterpiece in its time.
Similarly, in business, what was once acceptable or even impressive can quickly become outdated as industries and consumer expectations progress.
How Expectations Change Over Time
Consider this example: free Wi-Fi. A few years ago, many hotels and motels didn’t offer Wi-Fi. Then, some started charging for it, and eventually, it became standard to offer it for free. Today, free Wi-Fi is an expectation, not a perk.
The same evolution is seen in TV production. Modern shows like The Mandalorian and Game of Thrones boast high production quality and engaging storytelling. Compare that to TV shows from a few decades ago, and the gap is evident.
What Does This Mean for Your Business?
Your business isn’t the only one your clients interact with. As service and product quality improve across industries, so do customer expectations. What you offered a few years ago might no longer be enough to impress or retain customers today. Here’s how to ensure your business stays competitive:
- Research Your Competition
- Start by Googling your industry and seeing who shows up. Google’s algorithm often identifies your biggest competitors.
- Check out their websites, social media pages, and overall online presence. What’s your initial impression? Is their experience seamless and modern, or clunky and outdated?
- Evaluate Your Business from the Outside In
- Look at your business as a potential customer would. Assess your website, social media, shopfront, or vehicle signage. Does it feel modern and competitive?
- If you’ve created customer personas in the past, dust them off and use them. See your business through the eyes of your ideal customer.
- Leapfrog the Competition
- It’s not enough to match what your competitors are doing. To stand out, you need to leapfrog them. Identify areas where you can offer a better experience or more value.
Keeping Pace with Change
Unlike the 45-year gap between the original and modern Planet of the Apes movies, the competitive business landscape changes much faster. What was acceptable just a few years ago may now be obsolete. Regularly evaluating your business and adapting to meet or exceed customer expectations is crucial.
Take Action
- Research your competitors.
- Assess your business from a fresh perspective.
- Identify areas for improvement and aim to exceed industry standards.
By staying proactive, you can ensure your business doesn’t feel like an outdated classic but instead continues to deliver blockbuster results.