Tom's Playbook: A little status. A little relief. A lot of time back.
3 part play to great customer service.
Today on the business side of TOM, good customer service.
In an era where authenticity has great value and A.i is going to be in everything, having a workflow that integrates great human customer service is essential. I just spent 45 minutes on a call with an Aeromexico airline agent trying to pay for a ticket. The website never works for me, I might be cursed. So I have to call in and do the purchase manually.
The customer service, or c.s for short, at Aeromexico can be a gamble. You get an array of choices for your agent. I can tell after so many calls that if they sense any attitude on your part, they will go slower or hang up. You have to stay calm through basic borderline dumb questions they are going to ask you regardless, but with my experience I know that eventually I will get my ticket. Even if it takes 45 minutes. F*ck you Aeromexico. Fix your site.
A little status. A little relief. A lot of time back. If your business or product offer unlocks one of those three levers, people talk. When they talk, spend repeats. People brag when a purchase gives them more than utility. They brag when it gives them a story. Status first. Not fake luxury. Real status is competence plus taste.
In hospitality, it is anticipation.
In fashion, it is confidence.
In services, clear vision.
For example, the deck or quote that reads like a clear decision instead of an academic exercise.
#1 Status is earned by details.
It shows up where most people cut corners.
1. Competence → Credibility
Definition: You can actually do the thing and do it well.
Effect: Competence builds trust. If people know you can deliver, they lean in.
In practice: Results, systems, consistent delivery. It’s the substance behind your name.
Without it: You might get attention once, but you won’t hold it. Competence is the barrier to entry for serious recognition.
2. Taste → Desirability
Definition: The way you do the “thing“, your selection, your presentation, your refusal to settle for mediocre.
Effect: Taste gives competence flair. It creates the “I want to be around that” effect.
In practice: Knowing when to cut, when to embellish, when to say no. This is branding, curation, design choices, and your overall eye.
Without it: You’re skilled, but invisible. You might be good, but you’re not aspirational.
3. Status → Magnetism
Definition: The perception of elevated value by peers and outsiders.
Effect: Status is earned when competence and taste overlap consistently. People talk about you when you’re not in the room—and in a good way.
In practice: High-status individuals and brands don’t just “exist” in the market—they set the standard.
Without the equation: Status gained by hype alone is fragile. Status without taste is cold. Status without competence is a scam.
Why the play Works:
Competence alone → respected but not necessarily admired.
Taste alone → admired but often dismissed as fluff.
Together → you have authority and allure. You’re not just “good,” you’re the reference point.
#2 Relief.
Relief is a solved headache. Relief is a weight off the calendar. When someone buys relief, what they are actually buying is breath, the first deep breath they have taken all week.
You get there by removing decisions and friction. Fewer emails. Clear options. One link that does the job. I like to package deliverables so the client feels the problem is contained:
Folder one → Final assets.
Folder two → Source files.
Folder three → How to use this.
And why not a Loom to explain the delivery. Doesn’t hurt. That is relief. They brag because the chaos ended. They say your name because you made them look smart for choosing you.
#3 Time saved.
Time saved is the most honest currency in business. Everyone is busy all the time. Most people are busy with the wrong things. If your product or service gives back hours without creating new chores, you win the week for them.
I think in rhythms. Next day edits. Same day mockups. Weekly ops review that takes 15 minutes and lands the plane. When people realize they are finishing at six instead of nine because of you, they brag. They’ll say you are fast. They’ll say you are organized. They’ll say you are different.
Speed without panic is addictive.
At d.o we don’t just sell design, we also sell the office. How do we package this product?
We do not sell the task. We sell a new state of mind, created just for them. I do not sell services. I sell the feeling of having a competent partner who keeps the room beautiful and the plan moving forward. That is one of my favorite products. The beauty is in the way the plan moves. The calendar stays light. The files stay clean. The calls stay short when needed and long when worth it. The results show up in a format that makes sense to a busy or calm person. We are the quiet operator behind the scenes if needed, or on the front line when the challenge demands.
Trying to make this letter short, but I will see you in the comments to keep it going, or email me at lv@designoffice.me
See you at the office,
LUi.