From 2002 – 2006, new cell phones were the must-have commodity. Hardware manufacturers kept churning out better and faster models, when Motorola upped Nokia, Nokia had to fight back. The Sony Ericsson was released as a phone with superior features and functionality changing the landscape. Motorola releases one of their best selling phones in a decade: Motorola RAZR. This phone was smaller, had a better camera and had technology crammed into it. Research-in-Motion is focused on businesses releasing multiple models of Blackberry phones. The wireless companies such as Verizon and AT&T were also innovating and coming up with more options and features for these multimedia–driven phones.

Then in 2007, Apple, a company known for developing easy-to-use computers and software released the iPhone.

Steve Jobs walks on stage to begin the Apple Keynote presentation. Is he going to start ranting and raving about how high end the processor was in this phone? Or the materials used to construct the shell? Maybe he’ll goes over how it has a better camera than its competitors.

Steve doesn’t do any of the above; he demonstrates how to operate the phone.

The audience watches in amazement on how easy to use the large multi-touch screen is. They gasp as the phone is tilted sideways and the photo they were looking at also turns sideways. They clap at how easily accessible the new Visual Voicemail is and give a standing ovation on not only how advanced the phone is, but much enjoyable and easier to use than every other phone in the market.

In the end of 2009, Apple’s iPhone gained 10% worldwide market share in the cell phone market. From 0% in 2007 to 10% in 2009 from a company that’s core is not building cell phones, but creating an experience.

Looking at your company’s mission, there should be an underlying message regarding the customer’s experience. Any business without customers is just a hobby. Apple’s mission is to build the best personal computing experience. Disney’s mission statement is to “make people happy”. Toyota’s is to be “the most satisfying ownership experience in America”. These three have different customers, but they all make sure to communicate what their mission is through the development of their products or services.

The next time your organization presents a product or service, think of the experience it will create and how it will help your customer live in a better world today.