The difference of a few extra steps

My 11-year old daughter has been using an old iPhone 4 without a SIM card for a few years now. It’s more like an iPod with a few games on it.

The phone is so old that we can’t update the iOS on it anymore. And it only has 8 GB of storage on it. Which means she can’t download the latest games or store more than a few pictures.

So on Tuesday, she used her money to buy a refurbished iPod. Apple shipped it by FedEx and delivery was scheduled for Thursday. On Wednesday, she bought an iPod case on Amazon, with overnight Prime delivery.

Both items arrived on Thursday. FedEx left the $200 iPod in my driveway, near the street, in plain sight, begging to be stolen, despite the fact that several neighbors have complained to FedEx of missing packages in recent months.

Meanwhile, Amazon delivered the $8 case all the way to my front door mat, out-of-sight, took a picture of the delivery and sent it to my phone. Just 12 extra steps.

Technically, both companies delivered their product. But Amazon showed a greater degree of care for its buyer than Apple and FedEx did.

Caring is a competitive advantage. Caring for our employees improves retention and recruitment. Caring for our suppliers improves quality. Caring for the communities where we operate enhances our brand.

If we care for the right things, profits will come.