Stuart Mason's 'How To Wreck Your Business', (In The Sincere Hope That You Don't) - Episode 20 - Six Star

In this episode Stuart explains why these days being a 5 star operator isn't enough. Whether it exists or not, what you want to leave is a six star impression in the mind of your customer so they feel they'd be crazy to look anywhere else for what you offer. 

Here, Stuart discusses the exact ways to create that impression, including risk reversal and barrier removal.