Greg Gianforte, founder of RightNow Technologies, distilled a powerful business mantra into just five words: fix it or feature it. This straightforward yet transformative approach challenges organisations to look closely at their products, services, or customer experiences and ask: can this be improved, or can it become our signature? Anything that doesn’t add value risks becoming a liability.
This mindset is both pragmatic and creative. It demands attention to detail while inviting businesses to reimagine obstacles as opportunities. The result? A customer experience that stands out for all the right reasons and a brand that stays relevant and resilient.
Guinness: Turning a Flaw into Fame
Consider Guinness, the legendary stout with its famously slow two-stage pour. For some, the wait could have been a dealbreaker. Instead, Guinness rebranded it as “the wait”—a celebration of the idea that “good things are worth waiting for.”
This shift didn’t just neutralise the inconvenience; it turned the delay into an integral part of the Guinness story. It aligned perfectly with the growing cultural desire to slow down and savour life. Instead of “fixing” what was perceived as a drawback, Guinness featured it, transforming the wait into a hallmark of quality and craftsmanship.
The result? Customers embraced the mystique of “the perfect pour,” and Guinness fortified its premium identity by elevating a challenge into a celebrated feature.
How to Apply ‘Fix It or Feature It’
This mantra is a practical tool for crafting extraordinary customer experiences. The method is simple:
- Fix It
If something disrupts the customer experience and can be improved, act fast. Clunky websites, unreliable service, or confusing interfaces are prime candidates for fixing. Addressing these pain points builds trust and loyalty. - Feature It
If the issue can’t be fixed, turn it into an asset. Reframe the narrative to spotlight the value it adds, making it a distinctive part of your brand. Creativity is key to transforming perceived drawbacks into defining features.
IKEA: Loving the Maze
Take IKEA, with its winding, labyrinthine store layout. Customers must navigate the entire space before reaching the checkout—a potential frustration for some. But IKEA turned this into a featured experience, designed to encourage exploration and discovery. Customers stumble upon products they didn’t know they needed, turning the maze into a treasure hunt.
The result? Love it or hate it, the IKEA journey is memorable, unique, and synonymous with the brand.
Ignoring Problems Comes at a Cost
“Fix it or feature it” also serves as a warning: ignoring problems is a fast track to eroding trust. If a weakness isn’t addressed, competitors will exploit it. For example, slow service left unaddressed gives rivals an open invitation to market their speed and reliability, stealing your customers in the process.
Weakness or Opportunity? You Decide.
Instead of sweeping weaknesses under the rug, fix it or feature it pushes businesses to confront them head-on. This approach builds brands with intention, ensuring every element of the customer experience works in your favour—either as a strength or a signature.
It’s not just about avoiding pitfalls; it’s about creating a seamless, engaging, and unforgettable experience. Whether you’re resolving frustrations or spotlighting quirks, the goal is the same: to win customer love and loyalty.
Customer Experience: Making the Memorable Unforgettable
What makes this mantra so effective is its simplicity. It’s a framework that can be applied to any business challenge, whether you’re designing a product, streamlining a process, or rethinking a service.
Ask yourself: does this element add value? If not, should it be fixed or celebrated? From Guinness to IKEA, the brands that thrive are the ones who ask—and answer—this question well.
In the end, “fix it or feature it” isn’t just a clever slogan. It’s a strategy for creating brands that resonate, experiences that endure, and stories that customers love to share. So, what’s your next move—fix it or feature it?
