The Star Principle by Koch Richard

Author:Koch, Richard [Koch, Richard]
Language: eng
Format: epub
Publisher: Hachette Littlehampton
Published: 2010-02-03T14:00:00+00:00

TRIGGER 10. SAVING TIME VERSUS EXTENDING TIME

With life appearing to accelerate beyond our control, saving time is a great way to create a new star. Witness the evolution of mass-market food from the diner to the automat to McDonald’s. Half a century later we created a new niche with Belgo, not fast food, but faster restaurants. High-speed trains. Private jets. ATMs. Self-service in all its forms, including self-service supermarket checkouts.

On the other hand, extending time is also a viable differentiator. Make the bookshop comfortable and you’ll start reading a book and then buy it. Make Starbucks a place to meet colleagues and hang out. Why did first class win out against Concorde? Apart from the poor economics of supersonic travel, customers preferred a luxurious and spacious crossing to a cramped and noisy experience in half the time.

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