Bespoke is best.

I’ve just had a suit tailor made for me in Hoi An. What an experience. Personalisation always, always wins.

The importance of ‘user experience’ is often spoken about in the digital world. But my shopping experience at the tailor is an example of how critical it is for physical products and services too.

We want to feel like we matter. We want our experiences to be special.

If you’re trying to make a dent in the world, striving to create those kind of feelings in others is a good place to start.

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