I guess you all know the first marketing commandment?
When thou giveth any speech or presentation, thou shalt mention Apple.
One I’ve used a couple of times during speaking engagements on the subject of experiences (call for booking details) is a simple one.
Back in 2001 Steve Jobs was unperturbed by the naysayers who predicted failure for the Apple retail store concept. .
So when its first stores opened, he wanted to do something bold, so Apple hired hundreds of people to help out.
They weren’t trained. They couldn’t sell. Most of them didn’t even get inside the store.
They were hired to crowd outside the store and clap. And cheer, and yell and generally make a fuss of every customer who left with a shiny new purchase.
It added nothing directly to the bottom line, but it brought to life, in an instant, how Apple felt about its customers. And as each one of them emerged into the street, they felt like a hero.
Is it any wonder so many people go so far as to have the Apple logo tattooed onto their skin?
So the next time someone comes to you with an idea that makes no business sense, stop being so cerebral.
Listen to your heart instead; you might be surprised at the outcome.