Consider this post as a New Year’s gift – from me to you. It’s not that YOU deserved a gift, rather, that I just wanted to use the whole “gift giving” idea as a reason to make a point.
If you enjoy this post, then I expect you to go to your Facebook page and post a link to this site. Yes, I EXPECT it. That’s how I will know that it’s appreciated. Telling me that you appreciated the information is, well, worthless. Taking action by telling other people is the only thing that counts. If you don’t want to tell the world about my wisdom, so be it. But don’t think that I won’t remember. I NEVER forget, and I NEVER let things go…EVER. I thrive on DARK ENERGY!
OKAY…
This goes back to the first half of 2010 and takes place in a warmer part of the country (vs. Chicago where it is currently 15 degrees F). I was asked to “contribute” my professional opinion to the design/layout of a new type of smoothie concept store that was sort of like a Jamba Juice, but less sterile in appearance, and really taking things to an entirely new level.
I said that I would be THRILLED to lend my opinion, just so long as they would be equally THRILLED to sign my contract and pay my bill (LOL). After all, even one minute of my time is worth it’s weight in pounds of gold (going by today’s price for gold of course). I also requested permission to talk about this scenario – as long as it was “talk-worthy” and as long as I didn’t mention any names or break any confidentialities Permission was granted.
Upon my first visit to the store, I immediately sensed what they were going for and the message they were attempting to broadcast in terms of “Here is something really cool!” When I watched them prepare, and then sampled one of their shakes, I was completely blown away. I’ve seen every kind of shake, from all parts of the country – especially some of the more unique concoctions from the West Coast of the U.S.A. This shake was THE BEST!
Some of the equipment these folks were using to prepare their frozen beverages was unique because of modifications made by the owners. They had taken equipment used to make shakes, gelato, and some other fun stuff, modified it, and basically created something far superior to what was already out in the marketplace. The end result was the ability to create an assortment of VERY unique, and VERY de-licious products. Add to that their unique customer experience, and what you had was something wicked awesome (I’m from Boston and that’s one of our favorite expressions).
After spending an afternoon and evening surveying the store, and taking a great deal of notes, I sat down for about 3.5 hours and created a detailed report. My job was to inspect the store from a customer’s perspective and then compare/contrast that view to/from the perspective of the owners, and of course, their interests. In other words, the goal was to create the best customer experience possible, but to also make sure the interests of the store were well protected.
To anyone with a brain, Dr. Marc (ME) is known as a strategist and a protectionist. In other words, I am looking to build THE BEST strategy for a business and/or the best strategy for an individual looking to kick-ass at their own “game of life.” I am also looking to protect my client’s interests.
When a new concept store opens, and the store is a hit, the result is a long line of customers AND frequent visits from competitors and “others” who are very interested in stealing the concept. The idea of taking an attitude of, “We have no secrets here and we are an open book,” is not only STUPID, but self-destructive. If you have a recipe for fudge that blows all other fudge recipes away, are you going to share it or are you going to hide it in a safe? If your candy store’s success and your family’s livelihood depends on that recipe remaining a secret, then what actions are you willing to take?
With that in mind, one of my recommendations to the store’s owners was to block and/or cover up the brand names of the equipment used in creating their concoctions.
Why?
Because, once someone is sure that they have the same equipment (or pretty close to it), the next step is to unravel the recipe, and if possible, improve it. To share the wealth..err…“Because there’s enough business for everyone,” is foolish. You are literally shortening the longevity of your business. People who believe their good business karma will come back tenfold, are idiots. They typically end up shorting themselves. Why would you do that to yourself?
All of this store’s equipment – all of which was BLACK, was right out there in the open – for all to see (kind of like an open kitchen concept that you’ll see at some high-end restaurants). The layout of the store was nice, but advertising the name of the equipment was a mistake.
Sooo…I insisted that they take certain actions, and if need be (because the back of some of the equipment faced the customers), take a roll of black duct tape and cover up the name of the equipment manufacturer and the model number. Because the equipment was black, the duct tape didn’t look tacky in the least. I promise.
Now I know what some of you are thinking: You’re thinking, “What a useless recommendation! I mean – come on! You really think that covering up the equipment is going to preserve the longevity of the business?”
YES I DO.
You see folks, that’s the difference between ME and those who attempt to do what I do. I look at things that they don’t…BECAUSE I KNOW how people think.
Here’s what I mean:
There are lots of folks out there in consumer land who have a disease known as “I Can Do That” Syndrome. They look at a given situation, or look at a given product, and say, “That doesn’t look so complicated…I could probably do that for less.” They say things to themselves like, “Why should I buy X from ____, when I can have my friend make one for me or possibly even make one at home?” Personally, I have had that very same experience with scum bags who have decided that $60.00 was too much for a poster, and decided that they would take my concept and create their own. Tisk, tisk, tisk.
There are folks out there (and they are the majority, not the minority) who are looking to take your idea, your concept, your recipe – and then ONE-UP you. The fact that you don’t see it doesn’t mean it’s not there; it just means that your blind to it. Yes – I know, it’s not the tool, rather what you DO with the tool. No one knows that better than a guy with a fantastic tool and the know-how when it comes to its use. Giggity giggity goo!
So…is some guy going to purchase a shake, go home, purchase the thousands of dollars worth of equipment to make the shake, and set up his own little shake creation area in his basement? Probably not.
That’s not the point.
THE POINT:
The point is that many of you, regardless of your business, openly reveal the name of the equipment you use to get the job done. As I discuss in my upcoming book, The Value of Value, there are always going to be “I Can Do That” Syndrome folks who are looking to do what you do, and looking to take what you have. A loser will decide to accept that “as part of doing business.” A winner will take action!
Consider the following:
Statement:
“Hey, I’d really like to come and spend a day observing your business!”
Translation:
“Hey, I’d really like to come and spend a day stealing your system, seeing what hardware and software you use, open up my own business, run YOU out of business, and claim that I created this entirely NEW system- all on my own.”
THE BIGGER POINT:
It may be your tools, your equipment, or your ingredients – but the BIGGER point here is to protect your interests. If you make the world’s greatest hot cocoa, you charge $5.00 for a giant mug, and have a line down the street, are you REALLY going to tell people what equipment you use to make your cocoa or where you get your chocolate?
Really?
ARE YOU KIDDING ME???
Why do you feel obligated to answer a question simply because it’s asked? People ask me all kinds of questions that they BELIEVE they have a right to with regard to the answer.
IDIOT: “Hey Dr. Marc, what kind of software are you using for X, Y, and Z?”
DR. MARC: “It’s a new program called NONE OF YOUR F__KING BUSINESS. It’s awesome!”
I never answer a question if it’s going to compromise my interests. And yet, most people – because they believe in the adage, “One hand washes the other,” give away information that is the equivalent of inviting termites into your log cabin. It makes my head spin. One hand does not wash the other. I’m sorry to be the one to tell you this, but one hand usually screws over the other. Deny it if it makes you feel better, but that’s the truth.
THE BIGGEST POINT:
Black Duct Tape is a metaphor for protecting your assets. If you are a chef and cook your signature dish using a certain oven, then why would you feel the need to tell people? You immediately devalue yourself.
The only people who don’t
believe in trade secrets, are
the people who want them.
If you are successful, then understand that “observers” are going to be looking through every window (figuratively-speaking) – looking to uncover what makes you unique – OTHER THAN your unique talent.
For a chef, it may be a certain knife. For a surgeon, it may be a certain scalpel. For a hairstylist, it may be a certain pair of scissors or a certain blow dryer. For a painter, it may be a certain type of brush. Again, I understand that the underlying asset is your talent. But it’s never just the talent: It’s also the tools.
Have A GREAT Day!
…Dr. Marc Swerdlick, Chief Mind Officer, MIND VIRUS