When we focus on our perfect customers and make sure they’re completely blown away from start to finish, it’s true that it generates grateful customers who love you through thick and thin, and cheerleaders bearing testimonials. But what happens when you improve the experience on the other end of the spectrum?

For example, instead of letting those ill-fitting customers hang around long enough to have bad experiences, you could figure out what they look like and reject them early and humanely, while also helping them find a better, happier solution.

Jason Cohen – Improving the worst experience.