Think of your favourite restaurant, which you would take a client.
Picture it in your mind…
What are you seeing?… Hearing…. Smelling?
Did you only pick it because it has the best food?
Now think about your favourite restaurant, which you would take your child if they were 3 years old.
Same questions: what are you Seeing…. Hearing…. And Smelling.. and does it have the best food?
So did you pick the same restaurant for both scenarios?
I’m pretty sure the answer to that question is no (unless you live in a really small town where the only choices for an eatery are a gas station and a diner called Pat’s).
Do you know the reason why you probably didn’t choose the same restaurant?
Hint: It has nothing to do with the food….
It’s solely on how each restaurant stands itself out from its competition.
And if they are successful restaurants, they know how to do this.
And how do they do it?
They meet the core underlying desires of their customers
And what are those?
I’ll get to that in a second..
But first, let me ask you…
You have two restaurants here that cook food.
So is the core underlying desire of their customers – getting fed when they go hungry?
Well if that was the core underlying desire you might have 50 children running through a restaurant like Zuma, chased by a clown, and knocking over tables with $1,000 bottles of wine.
(I must admit that would be one heck of a birthday party for a 3 year old….)
Or you might take your high value client with a $1 million dollar project on the line to a Theme Park restaurant for all you can eat pizza and a music show from a group of 6 foot puppets.
(That would even be more of a heck of a party to throw 50 bankers in there…)
So satisfying hunger is not what makes these two restaurants unique.
So why did you pick the restaurants you did for each situation?
Atmosphere.
So is Atmosphere the core underlying desire ?
No..
Atmosphere is a byproduct of meeting core desires.
Even at a Diner called Pat’s.
Which is where we will start in the next post.
(Not at Pat’s Diner to be clear…)
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