What do you want to say?

Fortune magazine recently named Apple’s Steve Jobs as the “CEO of the Decade.” And, within the article, eight superstar CEO’s were asked to comment on what made Jobs so special.

While there were all the accolades you might imagine, a comment by Bob Iger, Chairman and CEO, of Disney — where Jobs is a Board member and largest individual shareholder — is one that really caught my eye.

“We recently decided to revamp our Disney stores, and his contribution, very early in the process, was to ask that we create a statement — in other words, ask ourselves, ‘What do you want the stores to say to people when they walk in?’ He didn’t tell us what it would be, but he told us it was necessary that we have one.”

It made me wonder how many businesses of ANY kind have done that? Have you ever asked yourself what your store, product, service, approach…whatever…says to your customers when they encounter you?

And, have you ever asked them, “If you could receive the Ultimate Customer Experience ™ doing business with someone like us…what would that be?”