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Should you show effort?

A locksmith turns up to a house where the owner has locked themselves out. After only a few minutes, the locksmith unlocks the door, turns to the relieved owner and says “That will be $200”.

“$200!", the home owner splutters. “It only took you 2 minutes!”

“2 minutes to open your door, but 10 years to know how to do it so quickly!”, replies the locksmith.

This story, or versions of it featuring a mechanic, carpenter or other trade, makes the point that people often equ...

When I worked at White Pages, we'd encourage businesses to list their trading hours in the phone book so customers wouldn't have to call simply to ask "Are you open?" 

Many opted not to. 

They preferred being interrupted because it reassured them that people were interested.

What they couldn’t see was the time they wasted answering such calls.

What they couldn't hear were the customers who went elsewhere because they didn’t want to call.

In your role, are you comforted by being called up...

If it seems effortless, it can seem worthless.

When something comes too easily, we don’t seem to value it.

I once heard a comedian suggest adding an ‘average Joe’ to every race at the Olympics just so we can appreciate just how exceptional these athletes are. 

For you, effortless might be an idea you have that you immediately second guess because it seems too obvious, or a service you provide that customers undervalue.

Showing your work, the hours you’ve put in to develop your expertise, ...

Solve a problem for me, but remind me you are.

People generally stick with what they have if it continues to work. 

The problem for some businesses is they might solve it too well. 

The problem recedes in their customer’s mind so they start taking it for granted. Maybe I don’t need to keep paying for that? Maybe the problem has gone away? Maybe I can get it cheaper?

👉 That’s why we need to keep reminding people what we’re doing. The load we’re carrying for them.

I don’t mean in a self-ag...