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Category Archives: The Power of Story Telling

Mr. Potato Head Gets the Experience

Growing up I bet you played Monopoly, or Battleship, or had a Mr. Potato Head or maybe a GI Joe.  Saw a great update on CNBC the other day about Hasbro, who owns these iconic toy brands.  Lately, they are on a tear with the launch of the latest Transformers movie with Paramount,sure to be a top grossing film for this summer.

Hasbro President and CEO Brian Goldner was on with Maria B, and there were a few things that stood out to me:

Brian gets the concept of how important the customer experience is.  He must have talked six times in five minutes about the imperative of creating “immersive experiences” to fit how consumers want to experience the brand.

Think about it  – tying great storytelling through film to games and toys as a way to extend the richness of the bran experience, and to have consumers interact with the brand in sense based ways: sight, sounds, and touch.

This model with Transformers has grown from $34M in 2000, to $600M expected from Transformers relate sales and revenue this year, which is about 15% of total sales.  Wow. This is done as well with licensing, which ha grown from 32 partners in 2007 to 325 partners now.  An impressive way to grow both channels and an ecosystem where everybody wins.

And it fuels growth in the growth markets.  Hasbro’s business is headed from 60/40 US /Int’l this year.  This play transforms in many languages!  Sorry.

Mr. Potato Head, the first toy advertised on TV in 1952, is proud.  Immersive experiences fuel the bottom line at Hasbro.

 

A Kinder, Gentler Holiday Season, Part 2 – with This I Believe

I’m excited to write about the intersection of two of my favorite topics:  customer service and a program at National Public Radio (NPR) that I’ve found inspiring this year called This I Believe.

This I Believe is a revival of a 1950′s radio program  hosted by the esteemed newsman Edward R. Murrow.  He began the program at a time when there was significant turmoil in the United States.  Through the program, people from many walks of life wrote essays about their guiding principles in life, and hoped to help the listeners gain context for many of the pressing issues of the time – the Cold War, McCarthyism, the brewing of racial divide and tension.  In the revival of the program, NPR executive producer Dan Gediman hopes the same can happen in our time.  “The goal is not to persuade Americans to agree on the same beliefs. Rather, the hope is to encourage people to begin the much more difficult task of developing respect for beliefs different from their own.”, he says.

I’ve been touched by many of the essays – they are on a vast array of topics, but all are thoughtful and inspire some reflection.  I was surprised to get a newsletter yesterday after I published my entry on “A Kinder , Gentler Holiday Season”, that has several essays that focused on the similar topic of customer service and the relationship between staff and customer during this time of the year.

This excerpt from the newsletter has links to a few great essays that I hope you will check out:

From This I Believe Newsletter, dated December 7, 2009

Clerks, Cashiers and Servers

clerks‘Tis the season for dashing through the shopping mall to find the perfect gift, and every item you buy brings an interaction with a store employee. Even during the busy holiday season, the cashiers, clerks, and servers hope you’ll give some thought to who they are and what they believe.

Click the links below for a sampling.

Follow the link and listen to the podcasts of the essayists – in this case, representative of the many staff you will interact with this holidays shopping season.  Remember to say please and thank you.  You mom will be proud.
P.S.
Check out the link to This I Believe in the right hand navigation “Links” column, or go directly to http://www.thisibelieve.org
There are great holiday gifts there too!  It’s a great cause – I hope you’ll write and contribute your own essay and join the dialogue. Please consider supporting the program as well.
P.P.S.
Here is one of my early favorite essays:
Feeding the Monkeys
Harold TawForget the cake and presents. Seattle attorney Harold Taw has his own unique birthday tradition–one prescribed by a Burmese monk. By faithfully following it, Taw believes he’s helped his family to prosper.

“When I was born, a blind Buddhist monk living alone in the Burmese jungle predicted that my birth would bring great prosperity to the family. To ensure this prosperity, I was to feed monkeys on my birthday. While this sounds superstitious, the practice makes karmic sense. On a day normally given over to narcissism, I must consider my family and give nourishment to another living creature. The monk never meant for the ritual to be a burden. In the Burmese jungle, monkeys are as common as pigeons. He probably had to shoo them away from his sticky rice and mangoes. It was only in America that feeding monkeys meant violating the rules.”

Click here to listen to Mr. Taw read his entire essay.

To sign up for the This I Believe podcast and download this audio file, please click here.

 

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Share Your Summer Experience Story!

Travel Folder iStock_000005542879XSmall

With the summer heading for Labor Day here in the U.S., it’s a great time to share a summer experience story.

Did you travel? Think about the research and planning – how did you choose your destination?  What appealed to you about the location and your hotel?  What was the journey like?

Think about an unexpected experience.  What made it memorable?

In this summer where many cut back, maybe your journey was closer to home – perhaps a concert or local music festival;  a camping trip or a good meal shared with friends.  Share a few nuggets on why your experience was good or bad and why you remember it.

Tell us your story!

Thanks, and check back often to see what others are sharing!

 

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That Thing About Cars

What would inspire a bunch of people to spend hours watching a traffic jam?

This weekend, over TWO MILLION people will turn out for a uniquely Detroit event, the Dream Cruise.  Held along Woodward Avenue, a huge boulevard that runs from the Detroit River in downtown Detroit over twenty miles to Pontiac, the Dream Cruise is a celebration of not just the car, but more of the impact cars have had on our American lifestyle.

Dream Cruise

Since the 50′s, Woodward Avenue was a hot spot for cruising – you and your gang piled into your car (or whatever wheels you could muster) music  blaring, tires screeching, wind in your hair, laughter on a Friday or Saturday night.  Today’s version of the Dream Cruise evokes those memories, and brings cars of many vintages back – but especially those of the 50′s,60′s, and 70′s.  Convertibles, big Buicks or Chevys, all generations of the venerable Mustang and Corvette, muscle cars like the Camaro and Challenger, which have been nicely reborn all turn out en mass along the cruise and wow people lining either side of the boulevard.

What about this experience is so compelling?

It’s about cars, but even more about the role cars have played in our lives and the emotion they provoke.  How do cars tap into our emotions?  Yesterday, I saw Bob Lutz, now one of the co-chairmen of GM and a great car guy, on camera talking about the new Chevy Volt.  Bob has always had a major influence and impact on the role of design in car crazy Detroit.  Seeing him reminds me of a quote of his about GM that I love:  “I see us being in the art business.  Art, entertainment and mobile sculpture, which coincidentally, also happens to provide transportation.”  Hmm, the art and entertainment business – certainly a way to view the car in a much different light than just the practicality of getting from point A to B on four wheels.

One of the other legendary car designers of recent times is Freeman Thomas, who designed the New Beetle for Volkswagen, and the very cool Audi TT – both cars you can’t help but stare at as they go by, or itch to get behind the wheel and drive.  This weekend, we’ll see a number of Thomas’ recent creation, the Chrysler Prowler – a ultra cool retro roadster – all fenders, struts  and growling engine – pure fun.  More than metal, glass and a bunch of features, car design can reach us on a unique level.  Here’s a favorite quote of mine by Thomas:  “Car designers need to create a story. Every car provides an opportunity to create an adventure.  The Prowler makes you smile.  Why?  Because it’s focused.  It has a plot, a reason for being, a passion.”

prowler

Car design indeed has an impact that brings visual, tactile and sound elements together that connect all of our senses in a moving package.  Driving a car is uniquely human.  The experience of the car sends a message about us – and is a package of merged personality of human and machine.  You remember your car, for all of its glories and foibles.  The stories live on and grow over time.  They give you guideposts for chapters in your life.  A great car is an interesting model for the integration of elements that make or break the customer experience.  Create a story. Invoke passion.  Create acontext for memorable moments.

For the customer experience, this is the impact of design at full, growling power.  Let’s Cruise!

 

Hot Dog! Part 2

More baseball and hot dogs:

Tiger Stadium’s final demolition will at long last be complete this summer.  Comerica Park is it’s shiny new replacement – and similar to many new parks across the country like the new CitiField for the Mets and the new Yankee Stadium, stadiums are now more commonly  home to a rich wealth of all kinds of food – a lot of it good.  At Comerica, there are the hot dog vendors in the stands and a few coney island hot dog places,  but this is a story about a stand selling Chicago Hot Dogs.

Chicago Hot Dog

A Chicago hot dog is a unique culinary delight in it’s own right – smothered in relish, hot peppers, onions, ketchup and mustard – a “kitchen sink” kinda thing.  Unique as well is the poppy seed bun that houses this creation! A friend of mine was sure this is what made the dog a delight – when I went to buy it, he said that whatever I got, to be sure to try it with the poppy seed bun.  I eagerly went to order it – “I’ll have a plain hot dog with a poppy seed bun, please”. I got a quizzical look from the guy taking my order.  “You can’t have a plain hot dog with a poppy seed bun – that is for our Chicago Hot Dogs” – I returned an equally quizzical look and asked why not.

“You can only have it with a Chicago Hot Dog.”

“OK, then I’ll have a Chicago Hot Dog, plain.”

“But that’s a plain hot dog – you’ll have to have the plain hot dog bun.”

“But I want the poppy seed bun.”

The guy was looking more exasperated, and I was intrigued.

With a frown, he looked down the line at the woman assembling the hot dogs and explained the situation

“He can’t have that.”, she exclaimed.

The line behind me was building, and while I would normally move on, this was now interesting – the manager intervened to see what the situation was and listened to the replayed dialogue.

“Why can’t I have the poppy seed bun?” I quizzed.

“The poppy seed bun is for the Chicago Hot Dog.”

“I want a Chicago Hot Dog then, with nothing on it.”

“That’s not a Chicago Hot Dog.”

So you can’t make a Chicago Hot Dog without anything on it?

“It will mess up my inventory.”

Stifling a laugh, I smiled and he finally relented, telling the woman to make one up for me.

For some of you, this will remind you of the famous Jack Nicholson scene from Five Easy Pieces http://www.youtube.com/Five Easy Pieces Diner

In the end,  it was a tasty hot dog with poppy seeds – though I have since come to love a true Chicago Hot Dog with all the fixings!

Here’s the important point:

  1. Don’t constrain your people with rules that obscure your goal: to make a sale and win a customer.  Especially not for process or inventory concerns.
  2. Stay focused on what’s really important – the quality and uniqueness of your product or offering, and the smile you can sell it and serve it with.
 

Hot Dog!

With the baseball season n full swing, and July 4th around the corner, it seems like a good time to talk about that uniquely American food – the hot dog.  I’m amazed to learn that Americans will eat 150 Million hot dogs on July 4th alone! For today, two thoughts are on my mind:   First, how uniquely regional the hot dog is; tomorrow, another favorite hot dog story has a few morsels on customer experience.

The National Hot Dog and Sausage Council says that “Americans will eat enough hot dogs at major league ballparks to stretch from Citizens Bank Park in Philadelphia to Tropicana Field in St. Petersburg, the sites of the 2008 World Series.

In my hometown of Detroit, you grew up on some great hot dogs – Ballpark Franks, which, of course, you could get at the ballpark – Tiger Stadium to be exact.  What could be better than cheering on my boyhood heroes Al Kaline, Willie Horton, and Mickey Lolich while getting a “red hot” with both the steamed hot dog and the steamed bun from the hot dog guy carrying that cool (or in this case hot metal cauldron that served up red hots the way they were supposed to be served – with French’s yellow mustard, of course.  Later, I grew to love hot dogs with skins (or natural casings as they say) – especially the ones made by another uniquely Polish Detroit company, Kowalski.  They got crispy and very tasty on the grill – while they were tasty with relish and all the fixings, they were so good with just a bun.

Finally, the Detroit dining scene wouldn’t be complete without the famous Coney Island hot dogs.  A favorite food of the downtown lunch crowd as well as the very, very late night post drinking pre-hangover crowd, the combination of a great hot dog with chili, mustard and fresh onions is both addictive and uniquely Detroit.

A Detroit Coney Dog

Of course, we still can’t figure out why it is a Coney Island chili dog, since no one from Coney Island knows what this type of chili dog is.  Still, in Detroit we know them as “coneys” and in fact there are dozens of “coney” restaurants scattered around the city.  The two most famous are, in fact, RIGHT NEXT TO EACH OTHER!  American Coney Island and Lafayette Coney Island have both been Detroit institutions for generations of  Detroiters, and immortalized in many a story.

Lafayette and American Coney Island Hot Dogs

Dueling Neighbors Lafayette and American Coney Island Hot Dogs

You may be thinking this is a funny example of regional cuisine, but indeed these two places inspire fervent proclamations by legions of customers that one reigns supreme over the other.  To the casual observer, finding the difference between the actual hot dogs, chili or onions is difficult if not impossible to achieve.  Indeed, the loyalty inspired in coney dog lovers comes not from just the food served, but from the unique experience each engenders. In this case, it isn’t some specially crafted process, or careful measured metric of satisfaction.  At these restaurants, as it is repeated in scores of ethnic and local diners around the country, good food is served in familiar surroundings.  Nothing much changes – from the simple 50’s style chairs, bar stools, Formica tables and counter – to the white aproned guys taking your order and calling out “two on one with heavy onions” across a crowded, bustling dining room.

We come back again and again to places like these because they ARE the same – ALWAYS.  It’s always the same, and always good.  They inspire stories because they were a part of what we do and the experiences that make up how we live.  And, of course, they are “home town” favorites that mean we are with friends and family, local and out of towners we must include in our home town experience.  And because of that, we build that experience  – the food, the people, the place – into our DNA – and venture back when we have been away too long.

 

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