Young children don't know what the word "wait" means. When they want something, they demand it immediately, and if kids don't get it, they articulate their discontent explicitly and loudly. As we grow up, we learn to be more patient and to take somebody's else desires and needs into account (it is called "socialization"). We study to wait for the things we need because they rarely come right away. But "to be able to wait" and "to love to wait" are totally different. Deep inside, we are still young children, and we hate when someone or something postpones the fulfilment of our desires.
Sometimes waiting can become pleasant anticipation. For instance, you adore a band, and you bought a ticket for its concert that will take place in a month. Your daydreams about the future event may bring you some bright emotions. But it hardly ever happens when it comes to purchases. If I buy a car, I want to enjoy driving it at once, and if I buy a piece of furniture, I would like to admire it in my flat the same evening.
As soon as a market player finds a way to deliver goods faster than others, this delivery speed delivery quickly becomes an industry standard. The competitors either keep up or quit. It happens because customers don't want to wait. When a company shows them that they can get their purchases quicker, they immediately start expecting the same delivery speed from any supplier. Quickness, consequently, become a success factor for many markets. If you want your firm to be successful – help it become faster.
To be continued.
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by Svyatoslav Biryulin "KPIs that will kill your business".