I made a grocery run last weekend in pursuit of corn on the cob. Our grocer stages trash barrels so you can do the shucking on-site. I generally hate this job, but I had help, so my son and I got to work on four ears. After his first one, he looks up at me and says this:
“Can we do more than four? This is cool.”
“Really?” I thought. “You want to just stand here and shuck corn?”
“Totally!”
We kept going, three then two more, than another three. We started handing them to strangers. We laughed, made fun of ourselves, he kept telling me how great it was.
In the mean time, there was a guy running around in the tomatoes chatting with someone through his Bluetooth ear piece. He looked like an idiot. Two little ones in tow, he just wanted to get in, get out, and get some work done. He missed an opportunity to engage with his kids.
Connecting with your audience is no different. Sometimes we get so wrapped up in the transaction, that we miss out on listening and learning from them. That’s the good stuff, that’s where the great ideas and inspiration come from.
It’s just like crossing the street:
Stop. Look. Listen.
If you don’t do that, you’ll never make it to the other side. If you don’t do that with your customers, you won’t get your brand to the next level either.
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I’m out. I’ve written this column/blog for the last 2 years and it’s time to stop. I don’t know why, it just is. The last few things I’ve written have felt forced. That’s not good.
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