I was at lunch today and got to talking to the owner of this restaurant seen below:
He mentioned that looking after regulars was important to generate return custom. One of his tricks was to provide a free glass or bottle of wine at the end of a meal. He empowered his staff to do the same. He said as reward and ‘thank you’ tell said customers this:
‘That last bottle / glass of wine is on the house!’
Problem was that some of his staff got the language ever so slightly wrong. Instead they would often say:
‘The next bottle / glass of wine is on the house!’
As you can imagine this changes their view on what to order (Hint: it comes from the top shelf). Instead of where they would normally focus their purchase. The strange thing is that the benefit to the consumer is essentially the same:
A free drink you didn’t expect to pay for.
The problem with getting it wrong is a cost to the business that could be many times higher.
Startup blog lesson: Our words to our audience matter. Small changes can have a huge impact.
Some one said these words to me the other day:
“It’s easy for you. You are confident being in front of people and speaking in public…”
I thought for a second and then told him the truth about confidence. Which isn’t verbatim, but it went something like this.
Confidence isn’t something people are born with. In fact, it doesn’t really exist. Confident people are those who are prepared to make themselves ‘uncomfortable’. People who are prepared to risk pain and or embarrassment to get something done. They embrace the risk of failure and get so used to failure, that people believe it comes easily for them. They assume it is ‘confidence’. But it’s just that these people accept the tension of being uncomfortable, as well as the potential for failure. And this is the truth about being confident.
This is an amazing piece from Dow Corning on the future of glass in our lives. It really sets the tone on how they will through their products make our lives better. It makes me wonder why more startups and large brands are not creating films about the future, and how they will shape it in a positive sense.
Some more brilliance from George Carlin. For marketers and entrepreneurs alike it’s a great reminder of the value of language and how that can be used to create a benefit perception in peoples minds. Although, I’d recommend the picture we create is one of authenticity. Enjoy!
The problem with email is that far too many people let it be the compass of their day. They refer to it religiously, checking it with every spare moment they have at their desk.
Maybe some new information has arrived?
Maybe they should use it to justify a change in direction?
Email tricks us into believing that we should stop on the path we are heading down and change direction, react to micro pieces of data. We often know it is a detour from the desired destination, yet we follow it anyway. When we do this email becomes a self multiplying tool. The more we attend to it, the more it demands. Entrepreneurs time is better invested talking to people.
Email is not a compass, it is more like a shadow. It reflects blockages that other people are creating, and what we need to do is move out of the shadows emails create so we can see our own path, and not theirs.
I was recently email some pics of Kulula Airlines livery. I’d describe it as eyeball worthy. Because it’s worth looking at, it’s worth talking about. There is no shortage of in cabin jokes from cabin crew while talking to passengers, but few have the courage to paint their personality on the fuselage like Kalula have. In an era of media proliferation, the trick any startup needs to master is the ability to be talked about. Nice work Kulula.