By Gary Shapiro | Thoughts on Innovation
Whoever invented “fun size” candy bars has a problem and obviously doesn’t like people.
Have you ever met anyone who likes fun size candy bars? Have you ever watched the reaction of trick or treaters when you hand them one fun size candy bar versus a regular full size candy bar?
Have you ever wondered who invented one-ply, 3-inch-wide toilet paper? That’s the TP that is used in modest public restrooms. Obviously, the inventor doesn’t have any self-esteem and also doesn’t like people. And the store or restaurant that uses one-ply, 3-inch-wide toilet paper really doesn’t respect you as a customer.
Costco and other premium toilet papers are two-ply and a generous four and one-half inches wide. It’s a much different experience than using that one-ply dental floss in your private moments. Frankly, life’s too short to make budget cuts in the bathroom.
Or, how about the stores that restrict or prohibit people or customers from using their bathrooms? We’ve all seen signs on business doors informing us they have no public restrooms. It’s a weird way to welcome potential patrons that is counterproductive to business and good relationships.
Twenty-five years ago, my toddler son and I were stopping at a retail electronics store in Scottsdale. Out of the clear blue, he needed to use a bathroom. Toddlers don’t have much control and seldom provide ample advance notice. The manager told us his bathroom was just for employees.
We had to go someplace else. I never again shopped there. They’re no longer in business.
Let’s congratulate American Airlines. In 1987, one of their olive counters, also known as a bean counter, came up with the brilliant idea to eliminate one black olive from the salads they were serving to first class passengers.
He told senior management passengers wouldn’t notice being short-changed and the airline could save $40,000 a year. So, food preparation employees cut the black olives from three to two per salad.
The same year, Northwest Airlines saved $500,000 when they discovered it was possible to cut a lime into sixteen wedges rather than ten for their in-flight liquor service.
I hope they’ll stick to using real limes versus some lime-infused moist towelette or an eco-friendly air spray to replace limes in their drinks.
As an aside, I marvel at the comparisons of limes versus olives. Obviously, getting hammered on a flight is much more important than eating.
So, why do I bring this up? I think it is a terrible reflection on what is truly important in our society.
I’m a traditionalist and still believe we should treat our customers and clients like the VIP’s they are.
In his retirement, Scottsdale was fortunate to have a resident named Sam Sealfon living here. He was a friend and client. I learned much from him.
Sam used to own a typical downtown department store in Minneapolis. Think about your typical big-box brick store in America’s downtowns in the 1950s.
When the store was built, there were a few public restrooms hidden in the bowels of the building to meet whatever city code existed at the time.
Like the gym that charges ten dollars a month and hopes you never show up to use their machines, storekeepers certainly didn’t encourage the use of their restrooms. They probably used them as closets and storerooms.
Sam came up with a brilliant idea when he was ready to remodel his store. He installed an oversupply of modern, user-friendly public restrooms in the front of his store.
He went a step further. You have to remember and understand the actual existence of print newspapers in order for this to make sense.
Instead of running full page advertisements in the metropolitan newspaper featuring shirts, pants, and underwear on sale like his competitors did, he ran ads inviting people to come use his bathrooms when they were downtown even if they were shopping at a competitor’s store.
Those ads drove traffic to his store. The invitation to use their public bathroom proved to be valuable and strategic.
Shoppers came to use his bathrooms. When they were finished doing their business, they looked around and said, “this looks like a nice place to shop.”
Sam’s bottom line was improved.
Famed philosopher and motivational trainer Earl Nightingale was also a friend, client, and local resident when he was alive.
He is regarded as the Dean of Motivational Speakers. Here’s one of the things he taught me.
Earl often quoted and espoused doing more for the people in your life than what was expected. It was kind of a “baker’s dozen” philosophy.
It stemmed from his relationship from Dean Briggs, who said “Do your work. Not just your work and no more, but a little more for the lavishing sake, that little more which is worth more than all the rest.”
Sam, Dean, Earl, and I would never hand out fun size candy bars, use inferior toilet paper, or cut back on olives or limes. We’d all look for opportunities to lavish our friends, customers, and clients with extraordinary treatment and service.
I hope this wisdom catches on.
Editor’s Note: Gary Shapiro is a Scottsdale Charro, longtime Realtor who owns his own brokerage and lifelong community steward of Scottsdale
