idea > logic > magic

Ok, so I’m a media junkie. Reading the Sunday Times of 27 January 2008 , I came across an interesting story in Nadine Rubin’s ‘Made in Manhattan’ column from New York.

In a city where the average lifespan of an upmarket restaurant is something like three years, ‘Michael’s’ has been successfully growing for twenty years. And I think I know why. Firstly, apart from excellent cusine, ambience and service, they have two maitre d’s / reservationists who have been there for sixteen years between them. And guess what? This continuity and longevity enables them to really get to know their clientele.

And secondly they have developed an innovative approach to dealing with the politics and egos of some really powerful and famous people and seating them happily at their favourite tables.

An extensive computerized database keeps track of every customer and has a history of every VIP who walks through their doors; how many times they’ve come in, where they’ve sat before, who they are, what they do.

This enables the staff at ‘Michael’s’ to fully understand and anticipate the preferences and needs of a large clientele who subsequently go out as inadvertent brand ambassadors by telling their friends about the exquisite level of service and hospitality.

And the real innovation here is not in the mechanics of the system itself, but the wherewithal to want to go the extra mile in offering a uniquely familiar experience to their guests. And what they’ve done is take this information which normally resides only in someone’s head, and make it instantly accessible to the business itself.

Remember, all the expensive advertising, messaging and marketing in the world means nothing when compared to the actual experience your clients have when engaging with your product or service. Are you sure that your business lives by this maxim?

Ok, so we’ve all seen Donald Trump’s ‘The Apprentice’ on television. Love it or hate it this is however, a cleverly constructed vehicle for continually pushing ‘The Don’s’ personal profile. He’s bought himself a world of TV exposure that goes way beyond the intrinsic advertising dollar value.

But a marketing challenge posed to the two teams – one comprising only men and the other, women – showed a great example of how not to approach innovation.

The project was for each team to create an iconic television campaign for Lamborghini, arguably the world’s most aspirational vehicle, and one that basically sells itself. And the first fundamental mistake that the guys made was to automatically assume that because they were male, they would simply have to pitch to win this one.

The project leader was ineffectual and the team fragmented. The creative premise was badly conceived and executed. And I saw very little if any consultation with, and input from the film production experts provided to produce the commercial. Glaring mistakes were made and glibly presented. But they were guys and guys do cars, right?

The women however, appeared to approach this project with an understanding of the client’s need and a grasp of the emotional outcome. They produced a much better campaign and worked well as a team.

The bottom line? Don’t assume that because you think you’re qualified, you’re always right. Always re-examine your premise and be prepared to let go of that ‘big idea’. And be prepared to take advice from people who possibly have a different perspective to your own.

Above all, understand the challenge. Remember, ideas themselves are a dime a dozen. Just because you’re passionately attached to them doesn’t necessarily make them great…