What’s your Ziggy?

I know they say you should never go grocery shopping when you’re hungry. I hope it’s OK to blog!

I’ve been daydreaming about a favorite ice cream shop where they offer every customer a Ziggy. You order your cone exactly as you want it, but they go one step further in serving it to you. Using a melon-baller-size scoop, they add just a little bit more to the top, a Ziggy. You can have one extra bite of your favorite, vanilla on top of vanilla for those who like to keep it simple, or you can satisfy your taste for that runner-up flavor that didn’t get picked this time as the main attraction —Mint Chocolate Chip on top of Elephant Tracks (peanut butter cups in chocolate ice cream), for example. Hypothetically, of course.

It small. It’s simple. It’s cheap. It’s fun. And it creates an experience —one that gets talked about, one that creates fondness and solidifies customer loyalty.

Well. That got me thinking about the barber shop that offers a coupon for a free tap beer at the pub next door with every purchase of a buzz cut, the landscape shop that always has fresh popcorn popping and the restaurant that brings Bazooka Joe bubble gum to the table at the end of the meal. Each creates the same result. Of course, nobody’s going to get a bad hair cut in exchange for a free beer (well, with a few exceptions). But, all things being equal, why wouldn’t you do business with the entrepreneur who adds a Ziggy to the mix?

So what’s your Ziggy?

You don’t need to be a retailer to have one. And, though all of the examples I've provided so far may be driven by my dropping blood sugar, a Ziggy doesn't have to be something you can eat.

Hosting a customer appreciation party at the local bowling alley is a Ziggy. Mailing valentine cards to everyone on your client list is a Ziggy. In fact, your Ziggy doesn’t even need to be a physical thing. You can attract or retain new clients because they find YOU compelling; you add a touch of fun or novelty to the transaction.

Here’s food for thought: Whenever, and however, you add value for the sheer joy of it, people will naturally be attracted to you and to your business. Get Ziggy with that!

A Core Value a Day...Produces Pressed Pants

The best way to build company culture is to do it in five-minute segments once a day. Perhaps you've heard of the "Ritz-Carlton Gold Standards." Each and every day at the Ritz, the entire staff meets in a five minute daily huddle to discuss a Gold Standard, one of twenty Gold Standards which are short statements about the core values of the Ritz-Carlton which everyone is expected to live up to. Every twenty days they repeat the process, ad infinitum. The rotating repetitive reminders really reinforce the core values of the company and establish the Ritz-Carlton culture.

Sounds great, right? But does it work in the real world of small and mid-size companies? Absolutely. Two of my Inner Circle clients recently started their own version after I passed along the Ritz-Carlton program at a meeting. Five minute huddles every day, a different principle each day. When all the principles are covered, start over.

Here's the proof that it works. An teenager ironed his pants for the first time.

The teenage son of the receptionist of one the members trying this, works in one of the restaurants he owns. She came home from work one day and found the iron and ironing board left out. Seems that the son, who she admits is something of a slob, used it to iron his uniform pants for work that day. She was incredulous and asked him what induced him to do something he had never done before. His response, “Mom, our daily huddle today was ‘Uniforms, Crisp and Clean’” "Uniforms, Crisp and Clean" is one of the statements he uses to convey the company core value of being presentable and professional for customers.

Both members spent lots of time developing the statements, and faced resistance at the initiation of their programs. Let’s face it; a daily five-minute meeting seems pretty silly. But after the initial round, everyone is happy. Morale is up, service is better, new employees get up to speed faster, and teamwork is enhanced. Lots of other training programs have been eliminated. And business is up! The reinforcing reminders really work!

There’s got to be something to this, if it can get a teenager to press his pants without being told.