One word... one small decision...

Sometimes the biggest business wins come from the smallest... almost sneaky... shifts. This week’s CX Passport Live conversation with Dom Hodgson, reminded me how often we chase complicated strategies when a tiny move can create a huge ripple.

Dom built his pet adventure business by choosing to see the world just a little differently. And honestly, that worldview is something every CX leader can steal.

“I called it adventures instead of walks… I had elevated myself above the competition because I was offering something more enhanced and experiential.”

It’s so simple it almost feels like it shouldn’t work. One word. One shift from functional to emotional. But in Episode 241 of CX Passport Live, Dom shows how that tiny change repositioned his entire business. He created distance from competitors without adding cost... without reworking operations... without dramatic branding exercises. Just a word that made the customer feel something.

And it pairs perfectly with another insight he shared during our conversation.

“It's often we start with price… people are more often than not undercharging for their services.”

This is the unconventional moment. The part where owners usually squirm. Pricing feels big, scary, risky. But Dom reminds us that in nearly every industry, pricing elasticity exists... and most businesses never explore it. A small adjustment, grounded in confidence and supported by an elevated experience, can unlock margin that was already sitting there waiting.

Those two ideas together create a powerful playbook. You do not need a massive initiative to change how customers feel about your brand. You do not need to restructure your company to become more profitable. Sometimes you just need the courage to choose a more intentional word... and the willingness to charge what that intentionality is worth.

And hearing Dom talk through these in person at CX Passport Live added an energy you simply cannot replicate over Zoom. If you’d like CX Passport Live at your event... bringing these real, human, in-the-room conversations to your audience... you can learn more at https://www.cxpassportlive.com/

Your Turn:
What is one small shift... in language, pricing, or experience... that you could try this week to see if it creates a bigger impact than you expect?

Put those tray tables up and buckle those seat belts. Let’s go!

-Rick

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What’s on tap this week?…