I don’t own a Rivendell, but I love their style and I read the company’s newsletter regularly. Their email always includes beautiful photographs of bikes, gear, and scenery.

Some text stood out in a recent issue:

“We won’t let you make a dumb choice, we’re happy to suggest things, and it’ll always work out.”

And this:

“Good selection of smart wheels … Whatever you want as long as it makes sense. We don’t offer an iffy wheel option.”

Perfect.

This is a wonderful example of the balance that professionals offer: high flexibility and clear guardrails.

The ability to deliver customer satisfaction is coupled with steering the customer away from poor choices.

It’s not just, “whatever you want.” It’s also, “helping you know what to want.”