Brand Autopsy reminds us that some companies built their business on satisfaction guaranteed.

Starbucks’ headquarters is in a Seattle building once occupied by the first Sears, Roebuck distribution center outside Chicago.

There’s a mural at Starbucks that I hope to see while I’m in Seattle this week because it celebrates the classic Sears Guarantee:

"We Guarantee.

That each and every article in this catalog is exactly as described and illustrated.

We guarantee that any article purchased from us will satisfy you perfectly - that it will give the service you have a right to expect - that it represents full value for the price you pay.

If for any reason whatever you are dissatisfied with any article purchased from us, we expect you to return it to us at our expense. We will then exchange it for exactly what you want, or will return your money, including any transportation charges you have paid.

Sears, Roebuck and Co. Chicago and Seattle, Wash"

Sears, Roebuck and Company sold commodities in those days, as they do now in a very different world. But I wonder: What would that guarantee look like for a 21st century service company? What would it look like for an experience company? For a media company? A manufacturing company? A retailer? And how does it stand up to the command of Jesus: "Simply let your ‘Yes’ be ‘Yes,’ and your ‘No,’ ‘No’; anything beyond this comes from the evil one." Matt. 5:37

• Where does your company stand on this?
• Do your leaders share one mind on the subject?
• Have you talked about how this affects quality control, customer acquisition, satisfaction and retention?
• Have you talked about the cost/benefit relationship of satisfaction guaranteed.