// Click here to see part I, & here to see part II //
Toys ‘R’ Us has gone bankrupt.
(We’re sorry about the people whose jobs are being affected by this development.)
“Wait, how’s that a trend?”
It’s a trend that says the old playbook for business is dead.
Being in retail is not enough. Every business must be in service, hospitality, entertainment, and even food.
Practically speaking, the playbook which had a chapter saying that you could fill your business with staff who can’t seem to answer any questions, or can’t hold a conversation with potential clients, or are simply giving you ‘hours’ — that playbook is dead.
Another reason why that playbook is dead is this: a big chapter in that playbook was saying that one of the key competencies for a business is location.
It was true back in the day when most people could not conveniently shop beyond their corner store or local mall.
But that ship has sailed.
Brands like Hyundai got that memo and are no longer expecting folks to come down to the dealership (watch the short video).
BTW, if you’re in retail, this is also a great opportunity because the revolution is just starting.
For quick inspiration, consider the Pirch brand.
It’s small and yet thriving, in part because it’s laser-focused on delivering an unmistakable experience.
For example, the kitchen appliances, showers, etc. in their stores are actually functional. What’s more, the staff at Pirch are both friendly and knowledgable.
Maybe it’s just us, but it seems like Toys ‘R’ Us, just like most other retailers, gave up on educating their employees. (Just ask someone a question at Best Buy — the expression on their face will tell you all you need to know.)
Be the Rolling Stones of branding in your line of work.
We don’t know them, but the Rolling Stones seem to believe that time is on their side.
Commit yourself and your brand to a long-term effort.
Because all meaningful connections are fluid, not episodic.
A lot of littles equals a lot.
Listen to and reply to ALL emails and social media questions/comments.
And if you ever have to challenge folks while replying, don’t forget to challenge them with love.
Because those interactions have value. A lot of value.
Aim to be unmistakable.
The Mona Lisa is only 18 square inches.
Aim to be unmistakable, not the biggest.
In so many industries, counting has taken over from what counts.
Do you sort your favourite songs by their length? Right.
Be the unmistakable. It’s the only way to nudge folks to keep coming back to you in 2018 & beyond.