When we are serving customers we tend to front-load our effort.

We put so much effort on attracting and laying the red-carpet as a way of welcoming our prospects.

Hotel reception staff are well-versed in making a great impression when the guest checks in.

Good waiters quickly seat new diners and take orders promptly.

Retailers station greeters at the store entrance to welcome and orient new customers.

We expend a lot of effort to attract customers, committing a significant chunk of our time and resources to getting them through the door.

The trouble is that customers don’t rate the quality of their overall experience by what happens moment to moment, they judge it by what happened at its peak and at the end.

This is why as entrepreneurs we need to pay attention to the pend-end rule.

People often remember your ending, your conclusion, your goodbye.

People remember: “Free at last, Free at last, Great God a-mighty, We are free at last.” They don’t remember how Martin Luther Jr started his “I have a Dream” Speech.

People remember the last paragraph of Nelson Mandela’s Treason Trial speech “But if needs be, it is an ideal for which I am prepared to die.” They don’t remember his beginning.

We remember the season finale of a popular TV series.

We remember the finals and the closing ceremony of the World Cup Soccer Finals.

How you end things is what people take away as a souvenir, memorabilia, memento, keepsake, or token of remembrance.

Goodbyes are hard, but strive to make them memorable.

How you say goodbye is just, if not more important, as how you said hello.

PS: Today Saturday, 09 May, marked the end of another amazing semester and goodbye’s to LORA‘s Cohort 7, 8 and 9. An amazing group of entrepreneurs. I’m forever grateful that we have had the opportunity to work with them on their ideas and businesses in the past 5 months.

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