Costco is an inspiring company to study.

It's predictable, and yet you're always surprised by what you find. Underpromising but overdelivering.

It's operating at a level that delivers value without breaking the bank.

It meets me where I am. I'm not intimidated to walk in.

But, there is a difficulty with it. It's inconvenient dealing with the distance I have to drive and the line ups.

For us small SMEs, it's important to be predictable, operating at a level that doesn't break the bank while still delivering top notch service, and meeting our clients where they are...all while walking in their shoes to ensure that the experience is always a wonderful one.