Whether we mean to say these things or not is not the point. In the moment, it’s how other people will interpret it. Interpretation matters: forget what you think your marketing says, what does it really say to those you wish to serve?
August 5 2018
Exactly how long is a five minute wait, really?
- 60 minutes: Five minutes of unattended, ill-considered waiting time feels like forever. It sets the tone of the experience: “This is going to suck.”
- 5 minutes: When an experience exactly matches ones expectations, we get a different tone: “satisfactory.” But who wants “satisfactory”?
- Mere seconds: A restaurant that has a bar instead of a waiting area has no perceived wait time. It sets a whole new tone for the experience.
It’s easy to succeed when expectations were exceeded at the start. But very hard to even meet them when starting from frustration.