Writing the next book.
My friend Janine Moon, an awesome business coach, gave a great insight. “There are too many distractions in my office. When I write I go to the local coffee shop.”
Day 1 – Starbucks – The words flow onto my laptop as my hot chocolate sits next to the iPod that is pulling it’s load of a gentle mix of movie soundtracks. Outlets are everywhere as other business people sit addicted to their latest email fixes. A fireplace radiates heat into the warm oak-paneled space. Small and intimate. I sit at an oak table with hot chocolate, a special blend of dark European flavors which seems to flow hot, but not scalding . . . all in a $2.70 cup with the snazy sleave that keeps you from getting third degree burns.
Day 2 – McDonalds – I slide into a laminated table top and smack my leg on the square steel support pole. They have to make it square so it has a sharp edge that raises a need for a tourniquet and immediate medical help (just kidding of course. . . but not by much). The accoustics are awesome. I can clearly hear the conversations of everyone within 50 feet as the sound bounces off all the flat and plastic surfaces. I have just looked around for an outlet. NOT ONE in 1,500 square feet. NOT ONE! The hot chocolate is ten cents less than Starbucks, but it does come with a high tech lid that takes a couple of MIT graduates to open. The plastic seat tops are to keep you from getting to comfortable and I think they have embedded them with refrigerant coils so you will consume your stuff and move out in time for the next arrival.
I reflect on why they call it fast food. It is because you don’t want to eat/drink it. You just want to slam dunk it and move on. Fast.
Lessons to be learned for us.
Walk a mile in your customers moccasins. I am sure the McDonald’s people never ventured into their “dinning room” with a laptop. Wifi? Are you kidding? They will connect together some drink cups with some string.
Starbucks has a fetish of improving the Customer Experience. I recently read a article written by the CEO of Starbucks. He confessed that he was re-reading Jim Gilmore’s tome The Experience Economy. These guys get it and just for 10 cents more.