In the Puddin'

Overcoming the Wall - Part 2

 

In the Movies Series

For those of you that are newer Puddin' readers, take a quick read of 'Hitting the Wall - Part 1' prior to getting started on this article. Alright - here is the part where I warn you that if you have not yet seen Run, Fat Boy, Run, stop reading now or I will ruin it for you. Go out and rent it, or NetFlix it or whatever and then get back to reading this. The Puddin' takes no responsibility for spoiling the ending - read ahead at your own risk.

Recapping:

Hitting the Wall: The moment when it feels as if you have no energy or strength left to continue the race - Every part of you begs to just quit. You cannot do it - It's just too hard. Every endurance runner faces it at some point, and so does every brand trying to implement change. Introducing change will always be met with 'brick walls' from your audience - both internally and from your consumer. The question is, what will you do when you 'hit the wall'?

 Dennis chooses and holds firm to a few key ideals essential to changing his performance that in turn, changes the perception of his personal brand from those around him.

In fact, his authentic, steely resolve in the face of adversity - including injury and sabotage from his competition - becomes engaging, compelling & inspiring; creating an exceptional city-wide audience of champions charismatically drawn to the passionate performance of his efforts and him personally (his brand). How does Dennis do it?

To answer that, I'll let my alter ego come out to play - we'll call her 'Lola' - and I'll let her rant as she pleases:

Lola: This goes straight down the middle of one of the most frustrating misconceptions regarding change. Most people fail to acknowledge the universal truth that change is always occurring. Always. Whether it is wanted, intentional or ignored. Nothing in the universe ever stays the same. Stagnation, even in death (biological or brand) brings about change.Even in the demise of body or brand, your remains play into the lifecycle of the Earth or becomes fertilizer for living brands. So why do people fail to recognize that they are subject to change whether or not they choose to guide it?

Through the years, Dennis also failed to acknowledge that his personal brand was ever-changing. In his mind, he chose to see himself differently than his audience - better, of course - with an explanation for all of his shortcomings that his audience did not value or accept. With every 'self-explained disappointment', Dennis' brand value changed even though is performance did not. Here is what people fail to accept that drives me crazy. Your brand performance does not need decrease for your brand value to drop. Your value will decrease simply by never improving your performance. That's enough to do it over time. Change is not only essential for brands that are under-performing, it is essential for all organizations and brands to continue to engage their audiences, retain and grow in value.

Like Dennis, many people and organizations think about change all of the time. They desire it. Plan on it. And they do not often execute it all the way across the marathon finish line. Oh, they'll get excited about the cause, do some preparation, make the big announcement and start running at the gunshot. But many will drop out of the race before change can actually make it across the finishing tape. They will, hit the wall. And the larger and more complex your organization is, you can bet you will have team members hitting the wall all along the way at various times for even more various reasons.

Change will happen. It is inevitable. The most important questions are:

1. Is the change occurring bringing you closer or farther away from your ultimate purpose and goal?

Take an honest look at the health of your brand and its performance. Is it living up to its promises without self-serving excuses? What does your audience think about your performance and value? More importantly, how do they feel about it? And what about your cast and crew? What is bringing you closer to your ultimate purpose and goal? What is pulling you farther away?

In the movie, Dennis hits the wall several times and continually refuses to take an honest look at his performance until his son unwittingly holds the mirror up to Dennis and demonstrates Dennis' shortcomings by emulating the same negative reactions.

    2.    Is the change important? Really, Really important? What changes are you willing to commit to?

That is to say...Is it more important than you...your comfort and habits. And here is where most hit the wall - in daily performance. Is it important to keep your promises? I'm not talking about how bad you desire something - desire is easy. Like dieting. Most who go on a diet really, really want to lose weight. But their old comfort foods and habits are still more important. Instead of honoring their commitment to make a lifestyle change, excuses are made why their promise should be broken, they make more false promises about what they'll do to make up for it and vow to 'try harder' next week. Try? How do you put 'try' & 'promise' together and make that work?

Or relationships - customers, team members or personal. Yes. In the beginning, the newness of the relationship makes it easy to promise that your beloved will be showered with love every day. How do you know you've hit the wall in a relationship? How many times did you later apologize or give reasons why you were too busy, too preoccupied, too overwhelmed, too stressed out, too tired, etc. to demonstrate your love that day? Not 'think it',mind you - we'll assume you are sincere - but actually 'demonstrate' your promise of cherish in the performance of sincere, non-obligatory words and actions. The value of your performance, brand and otherwise, is not about what you can explain you did, but how the recipient felt receiving it. Always. (See post: Keep Me With Romance)

Dennis' performance in the marathon cleverly affects the lives of just about everyone in his life in an important way. And the movie clearly demonstrates the magnanimous disappointment and let down every time Dennis hits the wall, deciding that it is too hard...to follow through with promises and commitments he's made.

    3.    Are your changes capable of creating a legacy?

Where is your finish line? Does it end with you? If the answer is 'Yes', then I have to wonder what is going to help 'you' get 'you' over that wall when 'you' have decided it's too hard. Change fails so often, especially in an organization, just by 'fizzling out'. Is it important to you that the change you are implementing is capable of extending beyond you and 'your race'? What if your finish line was someone else's starting line? What if your race was just part of one perpetual relay race for your organization? Now you have change that can be sustained and can grow.

Ultimately for Dennis, finishing the race for himself, for his pride, for his competitive satisfaction was not enough. It was running the race for the legacy of being a role model to his son that caused Dennis to change his performance, the value of his personal brand and add value to those around him. What is your brand's legacy?

Dolores:So, what does any of this have to do with my 10K? After watching Run, Fat Boy, Run, I was not only entertained but inspired to run my race for:

    1.    A promise that I made to myself that when asked for help, I would whenever I could

    2.    A cause that was desperately important with people counting on me that was much more important than me and my pride and discomforts

    3.    Legacy. My youngest daughter of eight watched the movie with me and was so inspired, she asked to run the race with me the next day. Legacy. Far past my racing days, I know I just passed the baton of the McKay brand to help those in need when asked to one with younger, faster legs who will run with that important purpose far past where my legs and days will take me.

We finished the race, my daughter and I, in 1:17:58. Although that certainly will not win me any gold medals, my prize was in explaining to my eight year old that people paid money for our cause because they believed we would keep our promise to finish the race. Throughout the race, my daughter would occasionally watch participants peel away from the course, hitting the wall and giving up the race. Each time this caught her eye, she gritted her small teeth and kicked her short stride up a notch - determined to keep her promise to those who literally bought into our performance. Impossible for me to be more proud or satisfied that any sacrifice to get over the wall was well worth it.

Legacy. The ability to make a change with a commitment that is obvious and contagiously important to all others for performance that will be sustained well beyond an individual effort.

Change is inevitable. Are you getting closer to your goal? Is it important? Will you commit until the promise is kept? What will you do when you 'Hit the Wall'?

--Dolores McKay, ZAG Group CVO

 

 

 

Overcoming the Wall - Part I

 

In the Movies Series

It was the night before the big charity 10K. For those of you that are newer Puddin' readers, I participated in the Run for the Women of the Congo in early October. (For more details, read post: 'Brand-ching Out'). And I was feeling pretty well-prepared for a total non-athlete who gets winded traveling the stairs of my house. It had been 6 whole days since I made the commitment to run and I was set. Here's the check list:

• Running shoes: Check. Incidentally, my stylish Pumas - one of my rare pairs of shoes without heels -were definitely not meant for running. After taking a few practice 'runs' in them, (50% walking) I tore up my feet so badly, each toe and my ankles needed to be fully taped (lack of skin). Out of pity, my family gave me an early birthday present of Nike ZoomVomero3 shoes - far and away the most high tech (and most importantly, comfy)shoes ever. I recently been allowed to slip back into them now that my big toe has healed. You don't want to know anymore - Let's just say it's a good thing I'm not paying the rent with foot modeling...
• Athletic clothing: Check. No need to look any father than my own closet where the shelves offered a variety of workout outfits in pristine condition - Like they'd never been used...
• Water bottle with performance fuel: Check.The day after the first practice session, stirring coffee was painful, I was so sore. Rescued by my workout fanatic son, I tried CytoMax performance drink the next time out. I don't know exactly what's in it or if I would pass collegiate athletic screening tests, but it lowers the lactic acid level by 40% and increases muscle recuperation time, so you are not nearly as sore - very cool.
• Carbo-Load the night before: Check. The ritual of stuffing down as many carbs, usually in the form of pasta, the night before a race for maximum energy. Homemade spaghetti did the trick.
• Relax & get a good night's sleep:It was time to relax and watch an inspirational movie to get me psyched up. My family decided to make the movie selection while I cooked. What was it to be? Chariots of Fire? Rocky? Miracle? Nope - none of the above. They selected
Run, Fat Boy, Run.

Now, I consider myself a good sport and can admit there are times my jeans threaten not to fasten, but were they serious? The title of the movie alone was enough to give me a complex. Already self-conscious that I would struggle to finish the race, let alone finish well, I figured my family went too far with this one. Apparently, however, they knew exactly what they were doing. The movie was absolutely perfect for the occasion and, additionally, for what it really takes to implement change in your personal brand.

Alright - here is the part where I warn you that if you have not yet seen this movie, stop reading now or I will ruin it for you. Go out and rent it, or NetFlix it or whatever and then get back to reading this. The Puddin' takes no responsibility for spoiling the ending - read ahead at your own risk.

Run, Fat Boy, Run, is a David Schwimmer (Ross from 'Friends') directed comedy starring Simon Pegg as 'Dennis' a life-long underachiever that regrets leaving his pregnant fiance 'Libby' (Thandie Newton)  at the altar and is determined to win her back by demonstrating he is no longer the man he used to be. Proving he is 'more of a man' than Libby's current successful, athletic love interest, Dennis enters a marathon. As a mall security guard with a significant spare tire waist who is notorious for never being able to chase down shoplifters, the likelihood of Dennis completing the marathon seems absurd. Libby's boyfriend (Dennis' nemesis), a seasoned runner, is also entered in the marathon and makes it clear he does not believe that Dennis will finish the race - citing Dennis' lack of mental toughness to be the source of his failure when he 'hits the wall'.

Hitting the Wall: The moment when it feels as if you have no energy or strength left to continue the race - Every part of you begs to just quit. You cannot do it - It's just too hard. Every endurance runner faces it at some point, and so does every brand trying to implement change. Introducing change will always be met with 'brick walls' from your audience - both internally and from your consumer. The question is, what will you do when you 'hit the wall'?

Throughout the movie, Dennis is faced with the stark realities of his current brand:

• His horrid Brand Value: The poor perception from everyone in his life as an irresponsible underachiever, and
• His dismal current Brand Performance: his present actions resulting in consistently letting others down by never following through on his promises or being accountable for the poor results.

Despite these obstacles, Dennis chooses and holds firm to a few key ideals essential to changing his performance that in turn, changes the perception of his personal brand from those around him.

In fact, his authentic, steely resolve in the face of adversity - including injury and sabotage from his competition - becomes engaging, compelling & inspiring; creating an exceptional city-wide audience of champions charismatically drawn to the passionate performance of his efforts and him personally (his brand):

1. His ultimate purpose is genuinely important to him
2. His promise is truly important to his key audience
3. It is unquestionably vital that the objective be met
4. His personal comfort and security can be freely sacrificed to implement change
5. Despite any circumstances or obstacles, he must deliver on his promise

More on this will be continued in Overcoming the Wall - Part 2. Look for it to be posted Monday, March 23th when I get all worked up about the importance of committing to change. Until then, here's a few questions to ponder:

• How do you and/or your organization handle some of the negative perceptions and less then perfect performance issues?
• Are you open to change?
• Why would that change be important - really, really important?
• What does your key audience think about your proposed change?
• How committed are you to fulfilling that change? (Remember - you are promising...)
• Are you willing to sacrifice your personal comfort and security to achieve it?
• What will you do when you 'Hit the Wall'?
• And most importantly...Have you seen Run, Fat Boy, Run? Get on it...you have until Wednesday...

--Dolores McKay, ZAG Group CVO

 

 

 

Schooled By A Seven Year Old

 

Experience Design - Special Edition

'Tis the season when shopping experiences are usually a negative in the minds of most consumers. The traffic, the crowds, the prices, the pressure...that the consumer feels to create an experience themselves with the ritual of a loving gift...draws away from the real intent of the experience: love, joy, goodwill and honoring those we hold dear.

By popular request, I am posting an Encore Edition of this article from last holiday season. Please enjoy for the 1st or 2nd time with my most sincere wishes for the warmest holiday experiences for you and yours:

It’s Christmas Eve and I’m scurrying through the mall in a procrastinator’s frenzy when something catches my eye. A pensive, 7-year old boy was meticulously fishing through a sea of clearance merchandise piece by piece. Frustrated, he looked up at his father and said, “I can’t see those.”

The boy’s father gently scooped up his 7-year old son and held him against the glass jewelry counter. A loud clanging emerged from the boy’s waist pouch upon contact. The boy remained undistracted as he studied the hodgepodge collection of costume jewelry cocktail rings.

Trying to offer assistance, his father suggested the boy consider this one and that.

“No, Daddy,” the boy responded, “Mommy needs the biggest diamond in the world.”

The father retracted his suggestions and joined his son in his quest. Once the boy was convinced the biggest and best was found, he victoriously held it up in his cupped hands and announced that this was to be his mother’s ring. He then opened his pouch and released a small cascade of coins and wrinkled bills to settle his debt.

The associate graciously took his payment and spent several minutes dramatically polishing the glimmering $30.00 square-cut plastic. All the while, the boy chattered with pride about his mother and how happy she was going to be.

The associate then insisted on liberating a velvet bag from the fine jewelry department for the ring before performing ornate gift wrapping.

Another associate soon arrived with perfume and cosmetic samples in a case to go along with his purchase. She explained that it was because his mother must be the best mom ever. Without hesitation, the boy looked at his father and exclaimed with pride, “She knows Mommy!”

I lost it. Not easily driven to public tears, this was too much – it was too real not to be completely swept away. Every person who witnessed this beautiful boy’s actions was transported from their current reality and delivered into a memorable experience. And then it struck me…Over what? A cheap, blatantly fake, junk jewelry ring. Amazing.

I grabbed a handkerchief and was instantly grateful for the important lesson this 1^st grade experience master had to offer:

It was the sincerity of his intention which created the power to make that cheap piece of plastic the most valuable item in the store. His sincere affection, pride, desire to please and honor his mother plus his lack of willingness to compromise his standards of what she deserved was so completely genuine – it made the ring more than real; the ring’s value became contagiously priceless to everyone else. His sincerity was so authentic, that the associates believed they must care for this ring and its future owner as if it was a Harry Winston en route to Queen Elizabeth.

All this - even before the mother’s reaction. Wow.

As I think about it, I’ve had my share of “fake gestures” performed with such “real sincerity” they transformed objects into priceless experiences:

· At age 4, the boy next door put a rubber band around my finger and had the girl across the street “marry us”. Although “just pretend”, the sincerity of his commitment to be in it with me for life was real – He remains a friend today. Can’t ever seem to throw away a rubber band…

· At age (never mind), my boyfriend made a ring out of tin foil and we eloped. A more “fake” wedding ring was never fashioned, but the love of that marriage has been completely authentic for 19 years.

· Several years ago, an organization “registered a star” in my name as a gift of honor. Although technically impossible & false, (you can’t truly lay claim to a star like that), the humility and appreciation I feel each time I look at “my star” is quite real.

· A few years ago, a resort expressed I would always be “royalty” on their property. With gypsies and other rustics as ancestors of mine, any suggestion of me having regal blood is ridiculously false. Nevertheless, the treatment they deliver makes their promise “real” and I am transformed to experiencing the attention of being genuinely noble.

Thank you, Beautiful Boy, for the lesson in the transformational power of being wholehearted and sincere to create genuine relationships and experiences - regardless of the gesture’s preconceived market value or seemingly unimportant nature. It is the genuineness of the giver’s intent and belief of its enormous importance, in large part, which determines the real value of the act.

Something people who have endeavored to grow up and go into business ought to remember.--Dolores McKay, ZAG Group CVO

Brand Champion - October 17, 2008

 

Steve - Barista

The Daily Grind - Phelps Dodge Building, Phoenix, AZ

Brand Champion Awards - Awarding individual team member's actions and how it delivers their organization's brand promise in an extraordinary way.

"A Warm & Inviting Coffee Emporium, Bakery & So Much More"

That is the brand promise of The Daily Grind in the heart of downtown Phoenix.

If you've been to the center of downtown Phoenix recently, you would agreed that most would not describe it as 'warm' (except in summer)and 'inviting'. With light rail construction, City Scape construction, building renovation construction and seemingly - construction for the sake of construction - the consistent, deafening sound of jack hammers and continual blowing dust can make for a very uninviting atmosphere these days. Not to mention, it is ground zero for human stress as office building inhabitants rush from one place to the other with every 5th word spoken being 'economy' and most words directly preceding, not appropriate for print. Is it really possible to create a warm, inviting atmosphere amongst all of that?

And as for where you can get a cup of coffee or a pastry downtown, there are plenty of options on most blocks it seems. Does it really matter if you market yourself as 'A Coffee Emporium & So Much More?'

It does if you want to be treated like the most important person in the world.

Like many business people, there are three things that are extraordinarily valuable to me when I am on the move in the morning: Time, Communications and Coffee. If those needs and values are met and respected, I will always be grateful for the excellent service and positive impact it lends to my work day.

Recently, I found myself downtown with less than an hour to get some crucial work done before my next appointment on the other side of town. Desperate for both coffee and an internet connection, I considered my options. In walking distance, there was Starbucks, but I was hassled with charges and complicated connection procedures that last couple of times I attempted a working coffee break with them. Then, there was this little independent place, 'The Daily Grind' with a sign in the window: Free Internet Access. With brightly colored walls, original art hanging and comfortable club chairs, I decided to give it a try.

It was cold, cloudy and I was under the weather. I wanted my usual comfort of a vanilla latte and ordered it with the friendly gentleman behind the counter, explaining I needed to warm up on the inside.

Unexpectedly, Steve, the barista, inquires if I have ever had a Himalayan Hammer. I was surprised by his question at first (I already knew what I wanted) and was very anxious to get to work. Steve went on to explain that if I was looking for some warm comfort that was 'the drink' to have. Upon reading my doubtful expression, Steve went onto to say, "I will use my 24 years of coffee making experience to make you one of the best drinks you've ever had. If you don't like it, I'll be happy to make you a vanilla latte."

I was stunned. Confidence, Experience, Pride and a Guarantee was just promised to me in a cardboard cup with thermal sleeve. His delivery was perfect. Smiling into my eyes the entire time he spoke, I believed he would do everything in his power to make a fabulous cup of comfort...just for me.

Agreeing to try his creation, his face looked like a 10 year old who was just given permission to ride their brand new bike for the first time. He asked me my name and while he endeavored, a co-worker came out from the kitchen. Steve effortlessly said, "Dolores, this is Christina - she's terrific. Christina's been making coffee for 12 years. Christina, this is Dolores. I'm making her one of my Himalayan Hammers."

Christina greeted me as if meeting a new friend from her hometown and reinforced my selection. "Oh, you are going to love it," she said.

I inquired about internet and Christina gladly gave me the complimentary access code while Steve finished creating my coffee. I was up and running in no time at all.

Sitting next to the glass wall looking out onto the street, I could see the anxious life of downtown continuing on. It seemed like I was peering into another world as I sat in a comfortable leather club chair with perfect internet connectivity sipping what truly was one of the best coffee drinks I'd ever had. Every few minutes I noticed Steve would unobtrusively glance in my direction to see if I was doing alright and give me a smile if I happened to look up. Thank goodness for the alarm setting on my phone to remind me of the time or who knows how long I might have lingered.

A warm & inviting coffee emporium? You bet. Like any great experience, I was transported from my current reality and transformed into a state of being that I preferred. Despite my GPS location, I was no longer experiencing the crazed environment of downtown but instead, had a little haven carved out for myself for the better part of an hour.

All because of the confident, experienced and proud barista that greeted and watched over me during my experience. And yes - While being confident, experienced and proud in your organization and product would be more than enough to have you considered a potential brand champion, there was one more impressive thing that Steve used to make the brand promise true: Passion.

Steve's genuine passion for the three 'C's in his world: His Coffee, His Craftsmanship & His Customers was what turned an excellent experience into an extraordinary one. It is what transformed The Daily Grind from being a place to plug in and get some coffee to becoming a perfect niche of comfort. His passion is what allows their brand promise to read "...& So Much More"

It is a genuine passion for your product, service and customers that is the very vehicle to transport consumers into a great experience and ultimately gives them the extraordinary value of more. More appreciation for the product they are buying. More satisfaction from the service they are receiving. More of a relationship and connection to the brand team members and establishing a 'place' where they comfortably belong which translates ultimately into more devotion.

Bottom line: only pure passion creates More 'WOW'.

Thank you, Steve, for being the perfect example of how a team member's passion can create a transformational experience and memories that inspire consumer devotion.--Dolores McKay, ZAG Group CVO

Champion Award Guidelines

• Each Friday, beginning 8/08/08, an individual team member selected by ZAG Group and In the Puddin' will be awarded as a 'Brand Champion"
• Brand Champions will be featured in In the Puddin and receive an honorary certificate
• A Brand Champion's direct supervisor and corporate office will also be officially notified
• Each weekly Brand Champion is then eligible for the ZAG Grand Champion Prize at the end of the year.
• On September 1, 2009, the ZAG Grand Champion will be announced. More details on the prize coming soon, but will include airfare, hotel room and a very cool experience, of course.

 

Chaos in McKayville

 

It's the day before Thanksgiving once more; I've got my game face on and am psyched up.

For the past 18 years, Thanksgiving in McKayville has been an annual display of holiday plans gone sideways with circumstances much stranger than fiction. Most years are instant classics - Here are a few examples:

1. Snow Day: Trapped at home in a record-breaking snow storm, we were unable to attend Thanksgiving dinner at my in-laws. Totally buried in snow - no one was going anywhere. Anticipating being hosted, there was no "Thanksgiving" food in the house. With two devastated small children crying in disappointment about no turkey on "Turkey Day", I got desperate. In the cupboards were a pack of Jet-Puffed marshmallows and a box of toothpicks. We then spent the afternoon carefully carving out sections of marshmallow and attaching them together to create "turkeys" then got out some pillar candles and "roasted our turkeys" over the flame (as well as other such food fabrications). With sticky fingers and moderate stomach aches, the mini-McKays went to bed that night telling us it was the best Thanksgiving ever.

2. The Lobster Hunt: I love lobster bisque and enjoy the drawn-out, 24 hour experience of making it from scratch with my loved ones. One year, however, I was preparing for a large number of guests at my sister-in-law's house. This required many lobsters which had been severed (head from tail) and laid out on the counter for later preparation. Apparently, just like chickens without their heads, lobsters can continue to motate without their upper halves. When I re-entered the kitchen, 4 of the 6 lobsters were missing altogether. Thus, began the APB hunt for headless lobsters. Ultimately, the crustacean fugitives were apprehended. The kids now request to go on a lobster hunt every Thanksgiving (for stuffed animal lobsters) before eating.

3. Hungry Like the Wolf: During my time in the luxury resort world, I was often asked to create experiences for others on Thanksgiving like for British rock band, Duran Duran while in town for their concert. Upon observing the holiday excitement, they requested their own personal feast for their entourage (with one band member being a strict vegetarian). After working through the impromptu execution and the "some assembly required" for Tofurkey, I was asked to join them. For the rest of the afternoon, the band enjoyed peppering me with questions about "this American holiday", what the purpose was for associated traditions & how did we honor the Native Americans that kept us from perishing (Just for the sheer fun of putting me in the hot seat, I'm sure). If you want to gain a personal, deeper appreciation for the ritual of Thanksgiving, try explaining it to an impish British rock band.

Eighteen years of Thanksgiving fiascos have made me quite sure of two things that we already know but seem to need constant reminding:

1.     There is always an abundance of things to be grateful for, and

2.     No matter how carefully you plan and craft an experience, your ability to honestly live in the moment is what will truly take the experience over the top.

 

 

Chaos can be wonderful. The unplanned event, the x-factor and the uninvited guests known as "the Murphy's" force you to wake up, fully engage and get really creative, really fast.

 

The presence of an unexpected enemy transcends the temptation to "go through the motions" and gives your community (family, business or whatever) a higher cause to preserve the intention of the experience while the details of the "how" are falling apart.

It's focusing on the importance of the end result of the experience. It's a wakeup call to why you are going through the trouble of providing the experience in the first place. It forces you to stay true to your cause (or not).

SO I SAY BRING IT ON - Let the moment out-design my finely-crafted plan. I welcome the challenge for the moment to bend my brain and make me a better provider of experience.

That said, here's last year's plan which, of course, did not occur as designed:

• I hosted / cooked
• Set loose in Whole Foods, each of my immediate family members selected 2 ingredients to incorporate into Thanksgiving dinner (completely their choice)
• I then created a 7 course menu including each of the chosen ingredients to be romanced throughout the afternoon and evening

Here's the menu (in Freytag form just for fun...)

• Exposition: Pan-Seared Diver Sea Scallops with Meyer lemon reduction, chive oil and heirloom teardrop tomatoes
• Inciting Incident: Lobster Bisque finished with chanterelle mushrooms, crème fraiche and American caviar
• Rising Action: Duck Confit Salad on a bed of organic baby mixed greens and port wine vinaigrette with Kentucky black apple, spiced pecans and gorgonzola
• Crisis: Duet of Blood Orange & Hibiscus Sorbet
• Climax: Brined Roast Turkey with rosemary sage dressing, roasted elephant garlic Yukon mashed potatoes, haricot verts sautéed in pancetta & thyme with pan gravy
• Falling Action: Savory Cheese Course of Amadeus, Sini Fulvi Ubriacone, Emmi Don Olivo, Mitica Mahon Aged and Mitica Leyenda Brandy (& Boursin for the kids)
• Denouement: Spiced Apple Napoleons with pomegranate caramel sauce. (I'm borrowing this recipe from Nashville's own Restaurant Zola...) Traditional Pumpkin Pie, Sweet Potato Pie & Chocolate Toffee Pecan Pie

Accompanying Libations:

• Aperitif: Ginger-infused vodka & Limoncello martinis
• Early Courses: 1990 Duval Leroy, Femme Champagne
• Later Courses: 2004 Chateau La Nerthe, Chateauneuf-du-Pape
• Dessert: Nivole, Muscato d'Asti
• Digestif: Elijah Craig 18 year single barrel (#1893) bourbon

Gotta run - The kitchen and the promise of unexpected adventure awaits. Now that the day's experience is designed, something will undoubtedly "fail" to go as planned. I plan on failing gloriously where necessary by living out the moment true to its genuine purpose - in gratitude and honor of my beautiful family and blessings.

My warmest wishes to all of you and your loved ones. --Dolores McKay, ZAG Group CVO

 

Brand Champion Award - October 10, 2008

 

Colton - Barista

Starbucks - 21050 N Tatum Phoenix, AZ

Brand Champion Awards - Awarding individual team member's actions and how it delivers their organization's brand promise in an extraordinary way.

We've received several emails lately inquiring on the whereabouts of Lola (for those of you new to The Puddin' - Lola is my alter ego that I allow to rant as she pleases) and why she hasn't been contributing to The Puddin' lately. A few of you were even concerned that one of the brands of which Lola gave constructive criticism may have gone to extreme measures to keep her quiet.

Well, I assure you that no ill fate has befallen Lola and providing evidence to that, it has been decided - or rather, Lola insisted - on awarding this week's Brand Champion. So, without further delay:

Lola:

It is absolutely no secret that sometime ago, I grew disenchanted with the Starbucks experience (see Lola's Advice to Starbucks). And with the numerous other options to grab a cup of coffee or meet for conversation in the marketplace, there has been no need for me to revisit Starbucks for quite some time now. My criticism regarding the current state of their brand was not that the creation of the brand experience was less than brilliant. Indeed it was absolutely that. Rather, the loss of my loyalty to the Starbucks brand was a result of Starbucks letting go of the most valuable components in their brand experience. It was heartbreaking and disappointing to see a brand execute an experience so well for years across a wide marketplace and then abandon those tactics to prioritize the lower economic offerings of basic service and goods.

And while I am pointing out what I find to be the most offensive infractions of keeping brand promises in my posts, it is always my sincere hope that the brand and its team member's endeavor to create valuable change and turn the ship around. Of all the brands I have featured, it is my pleasure to report that Starbucks is the first to provide me with an experience that demonstrated a genuine effort to change the execution of their brand promise for the better.  That is, at least the Starbucks location closest to my office.

So, why would I even give Starbucks another chance? Simple. I was wearing a sticker.

There is something irresistible about the concept of 'free'. Not 'free with minimum purchase'. Not 'buy one get one free'. Not 'free if you give up 90 minutes of your valuable time that you will never get back to sit through our presentation'. I mean, 'just show up, ask for it and we'll give it to you honestly, for free'.

And there is also something very attractive about the concept of 'reward'. I get something truly free because I'm just really that great and I do amazing things. I earned it - Therefore I deserve it - Therefore I want it - And that makes me happy, proud & special.

So, why was I at Starbucks? Because on Election Day Starbucks was offering a 'free' cup of coffee as a 'reward' to all of those who voted that day. I was so there. Not because I'm that cheap, but partially because I was caught up in the euphoria of the day's events and mostly, because by 5:00 in the evening, I wanted to see how true to intention brands would honor their customer's patriotism. How were they behaving at 5:00pm after being barraged all day by moochers? Would it feel like I was truly being honored for performing my civic duty or, most likely, would they be wearing their emotions on their sleeves that they wished whoever it was in Marketing and PR had never thought of this operational nightmare of a promotion?

And, without purposeful intention, we added a twist to our experiment. My husband and I, proudly donning our 'I Voted' stickers brought along our 2 youngest children (8 & 12) who had also voted that day in school (the school district provided a mock voting experience at all levels - including city positions and propositions - very cool). They had indeed 'voted' that day and were wearing their red, white and blue stickers. It was clear that from my children's perspectives, they felt the importance of their own voting experiences as they argued politics in the back seat of the car all the way to Starbucks. Would their perspective as 'voters' be honored?

The four of us walked up to the counter and inquired if they were indeed giving away free coffees to voters. Our question was met by the very gracious smile of Colton, the Barista, who happened to be working at the counter. Colton assured us that was true. We then explained that our daughters had voted at school that day and inquired if that counted. Were they eligible for free coffees? Without flinching, Colton smiled generously and said, "Sure". My children beamed. With one confident word attached to the instinctive value of honoring the Starbucks promise to their customers and voters - my children reaped value of 'reward' - They were happy, proud and special. I was pleasantly surprised.

We then ordered 2 regular and 2 decaf coffees (and a pound of Thanksgiving Blend beans for home...too tempting).

After a couple of minutes, Colton returned to the counter with our 2 regular coffees. But where were the promised decafs? Colton explained that they had just run out of decaf and it would take several minutes for the brewing cycle to complete. I started to let myself think, "I knew this was too good to be true...", but Colton interrupted my thoughts with his next comment.

Colton suggested that perhaps the girls might like decaf Americanos (espresso with hot water - for you non-coffee types) - on the house, of course. What was this? Going out of the way to solve the problem of delivering on a free promotion...for children who it was not designed for? Being pro-active to please the 1 millionth customer that is trying to mooch free stuff off you at the end of a very long day?(with low tips, likely). Trying to please me without my prompting or even a frown? I could not repress the largest smile. "That would be perfect - Thank you." I said.

And perfect it was. Colton demonstrated one of the finest traits of a true Brand Champion - Brand Instinct. Delivering on the brand promise in an unscripted, not-in-the-manual situation without hesitation. Preserving the intention of the brand promise as the most important idea and then using his instinct and brand resources to deliver the experience as it was expected by the customer. 

It was the perfect use of empowerment. Colton didn't check with his manager. He acted with a sense of urgency to take care of our needs. And I bet he was confident he didn't need to check. His reflexive action suggested that in his store's culture, the values were well instructed and team members were trusted to uphold them without the need for authorization. What a wonderful thing: Colton viewing my problem being more important than permission. A rare thing of beauty in customer experiences today.

Perhaps you are thinking, "What's the big deal? One reflexive action that took place in less than a minute. So what?"

Let me remind you that it is those split-second reflexive actions that: decides the winner of a duel with one quick draw, sweeps the girl off her feet before she disappears into the sunset, and leaps in front of another to take the bullet to save a life. And yes - creates a memorable moment that earns loyalty and builds brand devotion.

And let me also remind you that in a perfect world, Colton's actions would not be an exception. But the world is still less than perfect and Colton's decision and reflexes in a quick-paced fast service environment are rare.

Later that evening, we went to both Chik-Fil-A and Krispy Kreme - both of which brands promised 'freebies' for voters. Neither of which honored my children as 'voters' with one of the brands' team members getting downright nasty in temperament with the multitude of customers they were 'required to honor'. Those experiences could not have been a bigger contrast to the one Colton created for us.

Congratulations to Colton for creating a memorable experience on a momentous day for a well-documented 'former customer' of Starbucks. Your efforts in honoring your customers' experience and authentic instinct to keep the brand promise of Starbucks are a great value to your store and the organization. And who knows - perhaps you have recaptured a lost customer and brand fan. -- Lola for Dolores McKay, ZAG Group CVO

Champion Awards Guidelines

• Each Friday, beginning 8/08/08, an individual team member selected by ZAG Group and In the Puddin' will be selected and awarded as 'Brand Champion'
• Brand Champions will be featured in In the Puddin' and receive an honorary certificate
• A Brand Champion's direct supervisor and corporate office will also be officially notified
• Each weekly Brand Champion is then eligible for the ZAG Grand Champion prize at the end of the year
• On September 1, 2009, the ZAG Grand Champion will be announced. More details on the prize coming soon, but will include airfare, hotel room and a very cool experience, of course.

Lifetimes in a Moment

 

Special Addition

Each American has their own story of how history was made in our country two days ago - Where they were, what moment impacted them the most and what it personally meant to their lives. With sincere and humble words, here is mine.

Eyes glued to CNN two nights ago, my family and I watched the predictions slowly materialize and the corresponding increase of Barack Obama's likelihood to become President unfold. Eventually, commentators began discussing Obama's approach 'when' he would take office instead of 'if',until the dramatic change in our country was officially announced in a seemingly instantaneous flash. That is, until the cameras focused on the Chicago celebration and indescribable reaction of Reverend Jesse Jackson. In that moment, staring at his image on the screen, time seemed to disappear as past, present and future melded together in an unforgettable marvel of irreversible change.

Not easily brought to tears, I was completely overwhelmed by the expression on Jackson's face and felt tears steaming down my face matching his. As the camera drew close, his eyes told a story that a thousand hours of media coverage could not begin to do justice. In that instant, his transparency made it clear his emotional response was not simply for Obama's victory, not only for the African American cultural milestone. His eyes seemed to tell the story of a man who had been brave enough to fail in his moment in the spotlight in order to pave the way for the next man to be victorious. It was the response of the ultimate hero and change agent - the one who lays themselves down for the future to prosper. It was a defining moment of pure humility I will never forget.

To ensure this article is as authentic a possible, I am intentionally breaking a huge rule in writing - I am going to get personal. Because what transpired in our country is not simply a political happening to be chronicled on a factual time line. It is a revolutionary tipping point that has the power to influence not only our country, but the perspective of the world and quality of life for billions of people. And within that, the preservation of some of the most beautiful values ever forged to empower individual people:

• Living up to the promise that all are created equal
• Protecting each person's inalienable rights
• Re-building a land of opportunity
• Cherishing the pursuit of happiness

This is an opportunity to continue the great work of heroes that paved the path for our successes with their sacrifices - So that someday, perhaps our children will never have to consider whether their leader should be black or white, male or female and can focus on which person will move our promise of the American Dream forward.

And 'Yes We Can'. But there is a lot of work to do from this point. And as progressive as our country proved it strives to be, there is more to be done:

• I am not of African decent. But I am first generation American with a wealth of heritages spanning the globe - mostly from countries not as prosperous as the US. As such, I have experienced my share of racial slurs (from several races), social stereotypes and suggested professional limitations.

I am a professional  woman that's had to deal with perceptions of limitations for my gender. A light-hearted example of this:  A few months ago, I performed a seminar with a medical theme. With no time to change, I rushed to the airport still dressed in full scrubs. Between three different cities, 12 out of 12 men that inquired about my profession asked if I was a…nurse.

• Coming from very modest beginnings, I was instructed about the proper place for people of my social standing and what I would be allowed to do. In fact, I was even warned about the less virtuous nature of those with greater wealth. I hear those ridiculous conversations around me yet today.

And I've lived a blessed life. My mere scrapes are nothing compared to the deep wounds of so many others. The bottom line is, although we are a culture of greater opportunity than any other generation before us, we still have a lot of work to do in our country.  And Yes We Can.

But it starts with believing that continuing to strive for the empowerment of all people is right. And true. And worth pushing forward for change.  I am personally grateful for all the privileges of our imperfect but constantly aspiring nation. Are there unfair struggles to contend with along the way? Of course. But there are heroic champions to help us with the cause along the path, just like there always have been.

• For me, at the height of my struggle with the lack of opportunities of being without means, there was Martin Luther King. His inspiration led me to win a state writing contest and opened the doors to educational mentors, writing jobs and eventually, professional speaking.
• And to deal with racism, there was poet Langston Hughes. I spent a year designing & performing a collection of his work as a mission to spread the awareness of racism and the beauty of diversity.  Today, my profession is devoted to showcasing distinction and empowerment as a means to creating business value for organizations.

It was out of the inspiration of these heroic champions that gave me the courage to push forward first for my change and then those of others. I hope, like so many others, our new President will continue that legacy of heroism.

But for me, if I can live to move the quality of life forward for others, even with attempts that do not come to fruition – I have succeeded. I endeavor for the chance that someday, I’ll stand in a crowd with tears in my eyes watching someone after me take things to new heights of progress. I cannot imagine anything more inspiring or worthwhile.

Thank you, Jesse Jackson, for taking a momentous occasion and adding the inspiration needed for the rest of us who will not be President for the next four years, yet still have life-changing work to do. --Dolores McKay, ZAG Group CVO

I'll leave you with the poem that concluded my speech several years ago:

I, Too, Sing America

by Langston Hughes

I, too, sing America.

I am the darker brother.

They send me to eat in the kitchen

When company comes,

But I laugh,

And eat well,

And grow strong.

Tomorrow,

I’ll be at the table

When company comes.

Nobody’ll dare

Say to me,

“Eat in the kitchen,”

Then.

Besides,

They’ll see how beautiful I am

And be ashamed—

I, too, am America.

 

Brand Champion Award - October 3, 2008

 

Lydia Simcox - Lead Host

LON's at The Hermosa Inn

Brand Champion Awards: Awarding Individual Team Member's actions and how it delivers their organization's promise in an extraordinary way.

"Artful American Cuisine"

That is the brand promise of LON's restaurant at The Hermosa Inn.

Once the home and studio of Southwestern artist Alonzo (Lon) Megargee fondly named 'Casa Hermosa' (Beautiful House), this historic hand-built ranch house is today the site of LON's at Hermosa Inn.

Here's what LON's says about the experience they offer on their website:

Today the artistry is carried on by the renowned Chef Michael Rusconi at LON's restaurant in Phoenix. It is because of Rusconi's 'edible art' that many restaurant reviews and national publications have named LON's one of the Best Restaurants in Phoenix and Scottsdale. LON's has received accolades from USA Today, Zagat, Phoenix Magazine, Gourmet Magazine and the Wine Spectator, just to name a few.

Tantalizing to the eye and palate, LON's elegance serves the Phoenix and Scottsdale business community and visitors of greater Phoenix alike to the highest levels of restaurant service and quality. Rusconi's Artful American Cuisine captures the spirit, creativity and warmth that have evolved into today's Hermosa Inn in Phoenix.

First of all, I agree with the critics. Chef Rusconi's food is 'edible art'. And the setting due to the authentic charm of the historic hacienda, especially at sunset, cannot be duplicated. There is no question that the LON's brand is deeply entrenched into the local Phoenix culture utilizing Megargee's story as an effective anchor. The Inn is even located in a residential neighborhood clinching that genuine feeling of dining in a private residence as patrons avoid the driveways of current homes to enter Hermosa Inn.

But I'd like to focus on that last line again. "Captures the spirit, creativity and warmth that have evolved into today's Hermosa Inn."

LON's is calling out a brand promise of experiences reflecting artistry with a personality of: spirit, creativity and warmth. Clearly, they have worked very hard in ensuring this is true of the food and ambiance, but what about the rest of the points of contact? What about the idea of promising 'warmth'? Yes - there are fireplaces and chimmineas all about. Yes -they even burn a blend of wood: one for the marvelous crackling sound and yet another (mesquite) for an authentic southwestern aroma. But in a restaurant, one of the biggest experience design errors is the in-congruency between the physical design (decor, staging, tableware, uniforms, etc.) and the performance delivered by the human points of contact.

The way LON's describes their experience requires touch points of personalization, caring, a sense of knowing (you don't go to a house for dinner where the host treats you like a complete stranger...) and execution that resembles artistry. And these are brand personality traits that cannot be faked. In fact, these attributes themselves claim authenticity - that the brand strength comes from LON's ability to be real - the ultimate brand strength - if you can live up to it.

And that is where Lydia Simcox, Lead Host comes into the picture. Lydia is not just a valuable brand asset to LON's because of her vast restaurant experience in a number of roles including management. Her worth is not simply in her several years with LON's. Those definitely raise her stock, but what makes her the perfect brand champion for LON's is that she is real. As the first and last human point of contact for all patrons of the brand experience, Lydia conveys the sense of a personalized, artful experience so incredibly well because she herself is an artist. Really. Lydia has an undeniable passion for art and has applied her talents to a variety of mediums including murals and intriguing glass mosaics.  Who better to deliver the spirit of brand story, who could portray it more genuinely than a true artist? It's genius and she's fabulous at living out the brand story.

And although there are many appreciators of art and a countless number of individuals who claim to be artists, Lydia differentiates herself. She possesses the same gift as some of the most talented artists: The desire to make a masterpiece. With every reservation, she is focused on creating an individual masterpiece that each LON's patron can frame as a fond memory. And although she does this in a number of ways that demonstrate her commitment to creativity and warmth, perhaps the most compelling way she keeps LON's brand promise is practically invisible.

 Lydia has spent the past several years taking ownership of LON's table management and CRM system, Open Table. For those of you who eat out a lot and are computer savvy, you already know about Open Table and are no doubt racking up loyalty points from your favorite dining establishments. For the rest of you, I will briefly explain that Open Table allows patrons and restaurant team members alike to make reservations online or via telephone - very convenient. Either way, Open Table not only records the reservation, but creates a history and virtual memory of the patrons. As with any technology, the value is all in how a the team chooses to use it. And Lydia is committed to leveraging every possible megabyte out of it.

It is remarkable to watch how Lydia dedicates herself to caring for each valuable piece of guest information possible. Every table preference, every special request, every critical date - every relevant fact that could possibly be of any importance is carefully added to Lydia's Open Table palette.

But knowledge itself does not create a valuable experience - And knowing is not doing. Lydia then maxes out her empowerment by sharing all of her valuable information with the kitchen, the bar, the waitstaff and management so that seamless, well-orchestrated experiences are provided for each patron - Creating a personal, beautiful, seemingly effortless experience - a virtual masterpiece.

And the result? A LON's experience with touchpoints that live up to the promise of being artful, with a spirit of creativity and warmth, when added to the ambiance and cuisine, can turn an experience into legendary loyalty.

Lydia's passion for creating artful experiences is incredibly well-delivered with her ongoing dedication to applying great technique with her tools. Much like a great painter, Lydia never tires of finding new ways to improve her technique and learning new strokes. It is that extraordinary commitment to discovering new applications to keep the LON's brand promise and setting her team up for success that makes Lydia an extraordinary brand champion. Congratulations, Lydia. --Dolores McKay, ZAG Group CVO.

Championship Awards Guidelines:

• Each Friday, beginning 8/08/08, an individual team member selected by ZAG Group and In the Puddin' will be awarded 'Brand Champion'
• Brand Champions will be featured in "In the Puddin" and receive an honorary certificate
• A Brand Champion's direct supervisor and corporate office will also be officially notified
• Each weekly Brand Champion is then eligible for the ZAG Grand Champion prize at the end of the year.
• On September 1, 2009, the ZAG Grand Champion will be announced. More details on the prize coming soon, but will include: airfare, hotel room and a very cool experience, of course.

 

Brand Champion Award - September 26, 2008

Jeff Haase - Treasurer

Professional Exchange Club of Scottsdale

Brand Champion Awards - Awarding individual team member's actions & how it delivers their organization's brand promise in an extraordinary way

"Working to make our communities better places to live through programs in Americanism, Community, Youth & Prevention of Child Abuse."

That is the brand promise of the Professional Exchange Club of Scottsdale. And, Yes - promising to make entire communities better places to live is a lot to live up to. Even for the Exchange Club, with tons of local chapters in major cities all over the United States and thousands of volunteers, that is a very big promise.

With communities made up of so many different people with different needs, challenges, hurts, disappointments, talents, gifts, aspirations and heritages - Where do you even start? How do you get your arms around how to really make the entire community a better place to live? There are a lot of ways that the Exchange Club addresses that question such as partnering with several other organizations. But I'd like to focus on one specific aspect for a moment - Their emphasis on Americanism.

It is an interesting time for our country - No question about that. And countless conversations these days are based around questions regarding where someone stands. Or perhaps better said, what side of the fence do they stand on. Right now, it is so easy to point out the polarizing differences (it is, after all, just weeks before the election) that separate us. It is not hard to place blame on others have different belief systems. Just look at the headlines at any given time and see 'who is at fault' for causing injury to the economy. And above all, it is so simple to be apathetic about what is in our favor - the advantages of freedom and empowerment we have in our country that happens to be made up of individual communities.

As a first generation American with parents from 2 different cultures that make most of our communities look like perpetual Disneylands...well, I have to admit I, too, forget the everyday benefits and blessings I have simply because I live in the United States. It is not difficult to take all of that for granted. That is, unless, they are having a conversation with Jeff Haase, Treasurer for the Professional Exchange Club of Scottsdale. Then that might be next to impossible.

Listening to Jeff speak about his involvement with the Exchange Club one afternoon (of which, by the way, he was far too modest...) I was quickly self-conscious - in a positive way - about my active participation as an American. Yes, I'm involved with trying to support legislation that will move (what I believe, at least) governmental actions in the right direction. Yes, I'm  a registered voter that serves on associations. So I can feel pretty good about myself, right?

I listened to Jeff talk with such natural pride for how he was contributing to Americanism through the Exchange Club and the tenor of his voice when he spoke about his upcoming project with them -  and was instantly humbled. In his voice was undeniable gratitude to be of service - he was genuinely thankful he could contribute in someway - and yes, he downplayed things a lot.

Instantly, I re-examined how I viewed my role as an American in my community. Something was bothering me and I couldn't shake it. I thought about all of the times I complained what our government was or was not doing in our country - and most often the issues were in my own community. I then calculated that figure against how often I actually did something about it. I was embarrassed by my own arithmetic. Why? I couldn't help but be honest with myself...

What if I had an employee who passively complained about our work environment 5 times, 10 times as much as much as he ever got off his backside and pitched in to set things right? He wouldn't last a week in any organization I've ever managed.

What if I told my best friend what really irritated me to the point of disgust about what they were doing 10 times as much as I did something to let them know I cared? Totally unacceptable, right? So tell me why it is alright to do that as an empowered citizen of our own communities? Listening to Jeff talk, realization washed over me and was aware I had some adjustments to make.

And the best part was that I just wanted to. All on my own. Never for a moment did Jeff question my attitude. Not once did he give the impression that I needed any sort of adjustment. He simply told his story  - and I was convicted by his sincerity and honest belief. And that is what makes him a champion for the Exchange Club's promise to Americanism. Jeff lives his promise to Americanism so authentically that it is truly compelling. He's not trying to sell anyone on what his organization represents - He's just living it out. He's not trying to convince you to change - He's simply an exceptional role model for others to follow. And because the brand promise means something to him in a deep and personal way, the effect on others (myself included) is convicting.

We're going to do something a little different with the Brand Champion story today. Instead me telling the story in writing, I'd like you to meet Jeff. Granted, it is a brief video clip that does not do him justice, but the news reel tells the same story I heard that afternoon. And you really need a glimpse of the images to begin to appreciate what Jeff and his team did for our community. Here's the link - click on the video portion to see the segment.

http://www.azcentral.com/arizonarepublic/local/articles/2008/09/12/20080912Memorial0912.html

By the way, we are aware the dates of brand champion awards are issued and the current dates don't match. We are currently verifying information on a few champions so that our reporting to you is accurate. It is likely that there will then be more than one champion announced in a week - Stay tuned.

Congratulations to Jeff for being a fantastic Brand Champion to the Exchange Club's brand promise to Americanism. You are truly inspiring. --Dolores McKay, ZAG Group CVO

Champion Awards Guidelines:

• Each Friday beginning 8/8/08, an individual team member selected by ZAG Group and In the Puddin' will be selected and awarded 'Brand Champion'
• Brand Champions will be featured in 'In the Puddin', and receive an honorary certificate
• A Brand Champion's direct supervisor and corporate office will also be officially notified
• Each weekly Brand Champion is then eligible for the ZAG Grand Champion prize at the end of the year.
• On September 1, 2009 - the ZAG Grand Champion will be announced. More details on the prize coming soon, but will include: airfare, hotel room and a very cool experience (of course).

Keep Me With Romance

In the Puddin - Brand Devotion

That's right. It's my birthday and I'm unavoidably a year older but enjoyably a year wiser. For you Puddin' readers that I have the pIeasure of knowing from the thinkAbout network, I acknowledge this piece was originally posted for our small band of experience renegades, and has not been shared outside of our think tank up until now. Upon opening my mail this week, this blog post came flooding back into relevance for me. So thank you in advance for the birthday gift of allowing me to post this article to the world at large. Here we go:

I forget how special I am until this time of year. Checking mailboxes between my October 9th birthday and the end of the year, I could almost believe that stores, restaurants & hotels would cease to exist without me. That is, if I actually bought into all the contrived customer relationship tactics directed toward me. Here’s a few:

· “Dear Ms. McKay, I would like to take a moment to personally thank you for your patronage this past year…it is your ongoing loyalty that means so much to all of us at ____...”

o I haven’t shopped there for over 3 years! Mostly, due to the lack of personalized service.

· “Dear Dolores, ‘Tis the season to gather with friends, family and those we cherish most…This holiday season would not be the same if you did not join us…We’ve reserved a spot especially for you…”

o The last few times I tried to get a reservation, I was told they were “Completely committed” with no attempt at alternatives or accommodation. Cherish? Really?

· “Happy Birthday, Dolores – On behalf of the entire staff at ____, we’d like to thank you for the pleasure of hosting your birthday celebration last year…We invite you to experience it with us once again… and begin a tradition of festive memories with us.”

o OK – so now I know they have a Guest History database. Yes, I stayed at that hotel for my birthday last year, but it was such a complete fiasco that they comped the entire stay plus a certificate for a future free stay (it was bad). Apparently, someone forgot to add those minor details into my profile…

I’ve got pounds of disingenuous form letters, standardized gifts and marketing event invitations poorly masquerading as personalized Customer Appreciation - simply because my name came up in their little black book of repeat Guest History data. Do they really believe such false flattery is capable of creating consumer loyalty? This is as effective as the lounge lizard who asks “Did it hurt?…When you fell from heaven…” Oh, please… get real. No really – PLEASE GET REAL.

It’s brazen FLIRTING - Insincerely telling me (and everyone else) how special I am in hopes of selfish gain, without true personal consideration. Don’t get me wrong – I’m all for appreciation…who isn’t? But if you want me to experience a sense of loyalty and devotion to your brand, flirting will not get me there. Rather, such tactics stand a good chance of exposing the fact you don’t really know me and that you are a fake by highlighting your inabilities to deliver the personal service you say you have/will.

For high-touch, service & lifestyle brands, you will have to do better than flirt. Show me that you honestly know me and I’m important to you as an individual. Let me know you haven’t delivered the same phony lines and flattery to all of your other customers. Sweep me off my feet. Then don’t stop. If you want me to be a raving fan, loyal and impervious to your competitors’ advances and flirting, you will have to keep the love going. You will have to ROMANCE me. Let me know you sincerely enjoy taking care of my needs. Don’t acknowledge me out of obligation – Show me you are continually looking for unique reasons to delight me. Keep surprising me with new ones. Develop and maintain a memory of all you know about me and what I’ve experienced. Let me know my presence is genuinely missed if I haven’t been around. Never lose me to insincere flirting or indifference. Keep me with romance.

Just for fun: Over time I’ve done a little ghost writing. I was once asked to compose a guide for romance written from the perspective of a wiser, older European gentleman who had counseled many would-be-grooms and orchestrated hundreds of romantic experiences (for couples, not businesses). Below is a condensed list of “his main tips” (the most swoon-worthy and least blush-worthy ones). Although written from a man’s perspective, I believe ladies are on the hook just as much to create romance & loyalty. So, whether you are romantically challenged or could add your own novel to the list, enjoy some romantic notions…

Incidentally, I did have one extraordinary “love letter” from an organization looking for my repeat business. Due to their genuine acknowledgement, they won my business and executed an outstanding experience. I will detail it out in a future posting. In reviewing the list below, they were actually successful in romancing me as a loyal customer in every way with the exceptions of #7, #8, #19 & #28 (those would have been awkward, anyway…)

1. Treat your love like royalty.

2. Conspire to have the pianist play her favorite song when she enters the restaurant.

3. Stand when she enters the room – The love of your life just walked in.

4. Smile across the room at her – Let her know you cannot wait to be at her side.

5. Introduce her with undeniable pride.

6. Tell others why she is so beautiful.

7. Love her with your eyes.

8. Caress her hand, her shoulder, her cheek to remind her how lovely she is.

9. Never wait for nightfall – Romance should live at all hours.

10. Allow yourself to be a servant.

11. Lead with her best interest in your heart.

12. Learn some of her desires – Then make them realities.

13. Know what she finds irresistible – Then indulge her.

14. Never overlook the obvious – Do not hesitate to give her life’s smallest pleasures.

15. Compliment her in front of her mother, sisters, friends and co-workers.

16. Give her only the most sincere and genuine of compliments.

17. Never wait for an occasion to shower her with affection – Love her this instant.

18. Live in the moment – Spontaneity is the breath of romance.

19. Take her in your arms and dance with her – in the kitchen, the parking lot – anywhere.

20. Never hold back – True romance cannot be rationed.

21. Celebrate her victories, successes and discoveries.

22. Celebrate the girl within her – Push her in a swing - Fly a kite with her – Wish on stars.

23. Put your watch, cell phone and remote control in a drawer – Then lock the drawer.

24. Apologize – Pride has no place in matters of the heart.

25. Kiss her good-bye – Always.

26. Let yourself miss her – Then tell her.

27. Dare to take big risks.

28. Ask her to fly away with you – Let her know you have already bought the tickets.

29. Plan a rendezvous to take place a year from now – Let her know this romance is here to stay.

30. Remember that all great love stories do not have endings. --Dolores McKay, ZAG Group CVO