Posted by Peter
Doughnuts provide humanity in an ever-increasing digital world. I watched Dov Siedman on Charlie Rose last night. He spoke about how hope is at the center of all growth and change. That hope is an essential part of humanity. He observed that hope is what is missing from our digital communications in business today.
Mr. Siedman told a story about 2 competing Doughnut shops. The only meaningful difference between the 2 shops was that one had offered the customers the option of self-service including paying for the doughnuts and making their own change from a tray of cash left out. In the open. Unguarded. This shop with its unconventional service model quickly outpaced the competition 3 to 1.
Mr. Siedman advocated that because this doughnut shop re-established the social contract of trusting his consumers, he gave these consumers hope and they told their friends about this trusting doughnut shop and their friends wanted to feel that trust and the underling hope that is at the foundation of this social contract.
How are you re-establishing your social contracts? How are you building trusts with your customers? How are you selling hope?
At TGG, we love to revitalize brands. We are always looking to re-establish the social contracts. Bring our collective humanity into the mix. Re-establish the trust. Give hope.