Tag Archives: Reality checks

Don Larsen And You

Way back on this date in 1956 the Yankees were playing the Brooklyn Dodgers in the World Series.

The "everlasting image" of Yogi Berr...

The “everlasting image” of Yogi Berra leaping into Larsen’s arms upon the completion of the perfect game (Photo credit: Wikipedia)

The Yankees’ Don Larsen did something that had never been done before (or since). He pitched a perfect game in the World Series. For those of you who don’t follow baseball (we do have quite a few international readers here!), a perfect game is one in which 27 batters come to the plate and none of them reach first base. 3 outs per inning, 9 innings per game. No walks, no hits. Perfection. It’s an extremely rare feat under any circumstances – there have only been 23 perfect games in the 100+ year history of major league baseball.  To accomplish it under the pressure of the World Series is amazing.

I don’t know what was in his mind as he took the mound that day but I’m willing to bet his focus was on getting the next batter out, not on making sure none of the 27 would reach base.  Let me give you a similar thought.  There are two Swedish golf instructors who operate Vision54.   The thinking is that if we can birdie every hole during a round of golf we’d shoot 54.   That’s perfection of another sort and it sounds impossible.  Then again, as I pointed out to someone over the weekend, he’d made birdie on every hole on our course at one point or another, just not in the same round.  Like a baseball pitcher who’s retired every batter he’ll face that day at one point or another in his career, the task is to turn what you’ve done before into a consistent reality, one pitch or one swing at a time.

That’s the business point too.  We look at daunting tasks – double our sales, find 50 new customers in a few months – as impossible.  Yet we’ve increased our sales and we’ve found new customers.  We have the ability to do the remarkable because the remarkable is just stuff we can do done each and every time.  It’s less about ability than it is about execution (and maybe a little luck thrown in from time to time).

What do you think?  What impossible thing will you do today?

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Men Don’t Shop – They Buy

There was a great movie that came out in 1979 called “Starting Over.”

Cover of "Starting Over"

Cover of Starting Over

It starred Burt Reynolds as a newly divorced man and featured Oscar-nominated performances by Candice Bergen and Jill Clayburgh.  I thought of that film the other day as I read about a piece of research from the folks at  uSamp.  I’ll explain why in a second, but first the research findings, which you can read about here:

Men are more likely than women to buy a variety of products, including digital content and consumer electronics, on mobile devices.  30% of male respondents in uSamp’s study said they have bought digital content via a mobile device, compared to just 20% of women. The disparity is even wider when it comes to consumer electronics; 27% of male respondents said they have bought a consumer electronic via a mobile device vs. 8% of female respondents. Men seem to be more active on mobile devices after the purchase as well. 35% of male respondents (females: 28%) indicated that they have commented on a purchase via a mobile device, and 26% (females: 16%) have written a review of a purchase.

There is a scene in the 30-year-old movie which reminds me of why the above is no surprise.  After he gets kicked out, Reynolds’ character needs new stuff – a bed, etc.  He goes shopping by walking quickly through the department store aisles followed by a clerk pushing a cart.  He slaps items as he goes, which the clerk throws into the cart.  The point is that most men don’t look as shopping as an experience but as a task, and we all know that tech devices are great at helping us accomplish tasks more quickly and efficiently.  Men don’t “shop” – we buy.

Your primary target is something to consider as you’re thinking through the customer experience   The differences between male and female shoppers should be taken into account.  If you’re a sporting goods store,for example,  maybe spending more money on anything that makes the process more efficient (faster checkout, more visible information about products, huge store directories) is a better investment than in-store music, snazzy graphics, or clever displays.  One can carry that thinking to a web shopping experience, a sports app, or any other business.

See the movie if you get a chance, and remember the lesson even if you don’t.  Funny how research keeps echoing real life!

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Heat

For our Foodie Friday topic today, let’s have a cup of coffee.  Actually, let’s get some inspiration from one – specifically from Jerry Seinfeld‘s new web series Comedians In Cars Getting Coffee.  If you haven’t seen it, Jerry goes out for coffee with another funny person – Michael Richards, Carl Reiner, and Larry David among them.  It was in the Larry David episode – Larry Eats A Pancake – that we get today’s food – and business – point.

Jerry remarks that as a pancake gets cold it becomes less appealing   “Once it cools off it loses its allure.” Why is that?  “Heat doesn’t have any flavor…what does it do?”  Larry’s response – “it warms you” is very Kramer-ish.  But it’s true – heat doesn’t have any flavor although it certainly does affect the things that do.  Many dishes are best served at or near room temperature while some foods are disgusting at that temperature.  Food that’s too hot loses flavor, as does food that’s not quite warm enough (putting aside things such as ice cream, of course).  It’s not just the intrinsic flavor of the food that affects the perceived quality.  It’s also the intangible value of the right temperature.

The same holds in business.  It’s the difference on the customer experience on Jet Blue vs. that on Spirit air.  Two discount airlines with many of the same features and requirements (there’s a charge for everything!) but the “heat” of one is perfect and make it delicious while the other is served cold and isn’t something I’ll go near again.

We need to pay attention to the “how hot” as much as we do to the “what.”  Heat can “warm you” or it can burn you.  It can mask flavors or enhance them.  Focus on the “heat” factor you’re generating and you’ll be surprised how appealing the same old stuff can seem.

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