Do it like Steve Jobs
Wolfgang Hanfstein reviewed the book "Inside Apple" some time ago. Its author, Adam Lashinsky, analyzed Steve Jobs' success secret and then gave his readers the following advice to succeed: "Be arrogant, do not listen to your customers, treat your staff like idiots, behave like an asshole."
Somebody told me this weekend, something like that only works for stars. I think that's a mistake: the tactic of making oneself a myth in this way works within certain limits with many wannabe stars - I think of certain people here in Berlin.
It depends on authenticity
But also in the Italian Bologna, I have recently run an example of this: Is there a rather crazy Osteria: run down, loom, no food and customer service is a foreign word. But the store is running like greased. What is his success secret?
When talking about marketing and customer service, fast phrases such as "all-time" or the customer's every need to be noticed. What is often forgotten is that it also depends on authenticity - and on making it an unmistakable brand. After all, customers do not just care about good service - they always want what everyone else wants.
The former chief of the Osteria took heed of that: he only stopped, if he wanted, and guests who did not fit him, he shouted at him or threw them out altogether.
And while all other easteries offered their guests food to make more money, the Osteria del Sole remained the original concept of only wine. The guests can buy and bring the food at the nearby Mercato di Mezzo.
Courage for candy
The guests seem to love exactly this courage to be agile: in the meantime, the pub is operated by the grandchild. The guests are not shouting any more, but the Osteria is known throughout the area - and attracts a diverse audience of managers and students, young and old.
Why? Because it is authentic from the standing toilet, whose key is hanging on a pipe, right down to the slightly down-to-earth overall location. And known.
The asshole factor
What does that mean for marketing? Certainly not that one should shout at his customers more often than they will eventually disappear. Company Do, especially in the service desert Germany, sure good to respond to the needs of their customers.
Nevertheless, they should also retain their own distinctive character. To own opinion, even if the sometimes oblique. Certainly and remain sovereign and can not be interrupted. This is especially true for the little ones who are not stars yet. A little asshole-being is one of them. Because such peculiarities fascinate people to a certain extent. You do not have to exaggerate it.
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