Purple Cow by Seth Godin

Author:Seth Godin [Godin, Seth]
Language: eng
Format: epub, pdf
Tags: Business & Economics, Marketing, General
ISBN: 9781101184554
Google: hdHXAc030p4C
Publisher: Penguin
Published: 2009-11-12T05:00:00+00:00

Case Study: The Häagen-Dazs in Bronxville

The nearest Häagen-Dazs is just like all the other ice cream shops you’ve been to. They’ve got cones, bars, and frozen yogurt. Only two things are different about a Häagen-Dazs shop: it’s cleaner and a lot better run. How come?

Well, sitting on the counter is a stack of large business cards. The card lists the name and office phone number of the owner of the store. And then the card says, “If you have any comments at all about the store, please call me at home.” And it lists the owner’s home phone number.

People who visit, notice. People who work there realize that the customers are noticing. It’s all very remarkable. Stand in the store for twenty minutes, and you’re sure to hear one customer mention the cards to another. If every store owner did this, it probably wouldn’t work. But because it’s so unusual, the customers take notice and the staff is on alert.

If you’re in an intangibles business, your business card is a big part of what you sell. What if everyone in your company had to carry a second business card? Something that actually sold them (and you). Something remarkable. Imagine if Milton Glaser or Chip Kidd designed something worth passing on. So go do it!

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