Forbes.com: Every chocolate has a story

Every chocolate has a story. Recently my wife discovered a new ultra-premium chocolate shop in town and brought some back for me and our staff. “You have to try these. They’re amazing,” she said. “They are made from one of the rarest cacao trees in the world, a plant discovered in Peru that was thought to be extinct 200 years ago.” Every chocolate in the box had a story. My wife had not only become a fan of these fine chocolates, she became an expert in sustainable cacao growing practices! I paid a visit to Nuubia Chocolat in Pleasanton, California, to see what all the fuss was about. Nuubia’s owners, Alexandra Saunders, and award-winning chocolatier, Lionel Clement, took me on a tour of the kitchen and narrated a compelling story behind every piece of chocolate they make. I learned that Saunders and Clement went into business together because they both have a passion for the earth, wildlife, and conservation. The chocolates are made from pure, sustainably grown ingredients as are the packages, which are made with ecologically sourced FSC fibers. I also learned that 15 percent of Nuubia’s revenue are returned to conservation efforts in the areas where the chocolate is sourced. The brand combines luxury chocolate with a corporate conscience. Yes, the chocolate was marvelous but I realized that Danny Meyer was right—the experience trumped the food.

Your product must be very good or, better yet, exceptional to grab someone’s attention. But it’s the experience with the product that will bring them back. Don’t just sell a product; think about how you want your customers to feel.

Carmine Gallo is the communications coach for the world’s most admired brands. He is a popular keynote speaker and author of several books, including the international bestseller The Presentation Secrets of Steve Jobs. His new book, The Apple Experience: Secrets to Building Insanely Great Customer Loyalty is the first book to reveal the secrets behind the stunning success of the Apple Retail Store. Follow Carmine on Twitter: carminegallo