This month’s audio essay by Big Ears Strategic Marketing discusses the importance of respecting methods and processes… even when you have a killer idea.
Will diners embrace turn of the century menus at modern prices? It may be risky, but it may also offer that novel twist needed to enchant diners whose wallets are on a noticeably shorter chain.
We got a new office chair from the neighborhood big box office supply. Total impulse buy. We’re all loving the product sheet that came with it. Its copywriters tried to get hip. Some of us heard angels sing when we turned to the page with the words “behold, the finished product” above a drawing of the chair. We beheld the simplicity of the illustration in respectful silence.
Then we busted up laughing and turned to the page that says, “Take a look at the diagram below. It’s packed with features that make it easy to fine-tune the comfort to meet your unique needs.”
First of all, the diagram is not packed with features. Nor is the chair. In fact, the only feature is a seat height adjustment lever, but the writers let the excitement continue to build nonetheless. “Just turn the page to learn how easy it is to adjust this chair for maximum comfort.”
We turned the page. We all read the instructions carefully, then took turns using the seat height adjust lever to fine-tune the comfort. The youngest among us took the chair for a spin. Now we’re fighting over who gets to keep the product sheet.