| Synopsis: Since ancient times, stories have been one of the best ways to illustrate a valuable point. In the retail world, where experiences are the coin of the realm, the starting point for any entrepreneur or executive is their story. What takes it out of the bland world of mission statements and lists of core values, is that it's personal. Your story becomes meaningful because you've created it from your experience. At its core, your story is the foundation for setting yourself apart from the pack and creating an indelible branded experience that beats the competition. |
| Issue #58 | May 18, 2004 |
What's Your Story, Bubby?
"You are everybody. In some area of your life
you are a killer, a crook, a liar and a whore.
You are a genius, a god and pure. You are
everything."
—Stella Adler quoted from Acting with
Adler by Joanna Rotte
There's a great story about Andy Kaufman (Latka
on Taxi). His career took off when he started
his comedy routines off with his 'simple man'
character. Until that point, audiences liked
some of his jokes, laughed at some of the antics
around his Elvis character and thought his
'simple man' was funny, if weird. The pieces
weren't tied to a whole, nor were they rooted in
a central point of view. It was shtick.
It was only when Kaufman decided to begin every
show off with his 'simple man', who then
proceeded to do impressions of people like
Elvis, that audiences got 'it'. He created a
holistic context that tied everything together.
Funny became hilarious. Shtick became
experience.
Concepts designed as experiences see the best,
long-term growth. Look at Starbucks. All their
operations and marketing are focused on crafting
a complete branded guest experience. In N' Out
Burger is fast, but that's not what makes them
famous. In both cases, these restaurants have an
underlying story made up of the values of the
founders. These stories become the compass by
which succeeding generations of staff manage the
business and keep the experience unique.
In a recent LINK Inc. study of restaurant
executive's attitudes toward branding, many CEOs
and their Marketing chiefs spent most of their
time focusing on tactics rather than the
totality of the branded experience. (Click here
for a free download of the exclusive LINK Inc.
White paper, View From The Crow's Nest:
Restaurant Marketing Executives
Speak.)
They fall into a trap thinking the key to a
branded experience lies in the props or set
design. It doesn't. These elements only become
powerful when connected to a strong point of
view, a story derived from deep felt values.
Many executives see their business in numeric
terms instead of relationships. It's the basis
for their bonuses and the means by which they
can compare results. The problem is that numbers
are two-dimensional. Stories are not.
Einstein once said that there were some things
measurable but not important, as well as, some
that were important but not measurable.
What's an operator to do? Know thyself so
that others may know you.
We're in Show business! The first element
of any
show is the story, your story. It's an
expression of the essential strengths you bring
to the business. With a story, your tactics have
context and give the guest a way to 'get
you'.
To get there from here, take an honest look:
The answers are a unique expression of your life
view, your experience and your passions. They
are the ideal ingredients to create your story.
It is then that as you teach your cast of front
and back of the house actors, you'll begin to
use stories rather than manuals to illustrate
your point. Everyone loves a good story.
When you create your story and pass all that you
do through its doorway, you, by definition, give
birth to a unique brand position. Instead of
flailing about for gimmicks and shtick, you have
a 'true north', from which to design the most
amazing retail experiences for your guests. When
you make it personal, you'll be set apart
from the crowd. So, tell me, what's the
story?
I have been reading a great book, Now, Discover Your
Strengths by Marcus Buckingham
and Donald O. Clifton,
Ph.D. The premise is both simple and
revolutionary. The most successful people in
their chosen field got there by focusing on
developing their strengths rather than trying to
overcome their weaknesses.The book offers 34 themes that represent basic filters through which humans see the world. It permits the reader to take a StrengthFinders profile to determine their 5 key strength filters. I love it because the principles are based on tough-minded optimism and openness to the growth possibilities our strengths offer. I don't know about you, but I hate putting time against low percentage return activities. Read it, you'll like it.
Have any questions about this issue? Please feel free to email me at rick@rickhendrie.com, or call me at 617- 547-5123 or 617-335-1011. I'll do my best to help you out.
We combine theater technique, classic marketing skill and operations know-how to create a profitable, "WOW" guest experience.
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"It's Showtime Baby, & And You're The
Show!," gets published regularly and
concentrates on concrete ways you can take
advantage of the emerging "Experience Era".
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© 2004 Richard K. Hendrie , LINK Inc. Method Marketing® |
