If people can connect to a brand like Kiehls and pay $27 for shampoo, how can a service business do the same?  Is the owner of the service business doomed to limited scale because they sell a service instead of a product?

It seems people like there insurance company until they file a claim.  People like their bank but are more connected to the bank president than the bank.  When he leaves, they take their accounts and follow him.

How about their real estate agent?  Do you even know who your real estate agent works for?  How can service companies cross the chasm into creating the same connection the iPhone has with its owner?

That is an answer I’m hoping to find.

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