Shots, one-track minds and why I’m in trouble

We’ll, it happened this weekend. I didn’t want it to happen this soon, but it did so now I’m in trouble. My three-year-old son overheard some of us talking about our impending trip to Disneyland and now this is all he can talk about – “When are we going to ‘Dizy-land’?” (He can’t quite say “Disneyland” yet). “Can we go to ‘Dizy-land’ in 20 minutes?” (And he hasn’t quite mastered the concept of “time” yet either).

And so for the next few weeks, his little world will revolve around – and by transference of parenthood, our world will revolve around – “Dizy-land.”

But a three-year-old doesn’t mind staying on one topic for weeks. Case in point…DVDs. A child can watch a DVD over and over for weeks and sometimes months on end and not get bored of it. If it’s something that the child loves, they seem to be able channel the powers of a relentlessly undeviating one-track mindset that plagues many of us adults as we merely try to keep from mentally choking on our untamed undergrowth of thoughts.

If only there was a way to bottle the unbridled enthusiasm (to quote Seinfeld) of a three-year-old for something they love. If we could bottle this and inject it into our customers to inoculate them against the disease of abundant distractions, what would be in the antidote? Here’s my list:

  1. Filters – With a plethora of choice and limited time, customers need something that only lets in the pertinent and tosses aside the unwanted. This could be word of mouth, recommendations related to a customers previous purchases or even well thought out search on your website.
  2. Omnipresent – Be everywhere that your customers expect (in a good way, not a creepy stalker sort of way).
  3. Connections – Make what you have “connect” with your customers. Relevant and timely content and products go a along way.
  4. Us – It’s not a monologue, it’s a conversation. It’s their problem and your solution. You won’t look weird on the dance floor of business if you and your customers are bustin’ a move together in perfect time.
  5. Surprises – At times, under promise and over deliver. At other times, just delight them with something remarkable or profound yet not promised or expected.

This is what I call the “FOCUS shot” – it’s the best way I know of creating the most fertile ground of a one-track mind with you planted in it. Now, if only there was an antidote for three year olds! (The UN-focused shot?)

Happy Monday!

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2 Responses

  1. What if we could simply focus on a single message like a child does a DVD or Dizyland? It’s way too tempting to get tired of the new thing before it’s even launched if you’ve been working on it behind the scenes for 6 months. But that’s exactly what you’re customers need you to do – tell them, and then keep telling them, a simple, single message.

    As always, most excellent analogy.

  2. Brett,

    You’re so right about getting bored. Sometimes I find it hard to keep going with certain styles or messages because I feel they have run their course.

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