Why All Great Businesses Should Tell Great Lies
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One of my favorite restaurants in the world is The Cheesecake Factory…and I love it because they lie to me every single time I go there. Not just one lie, but a series of well crafted lies.
It all started with my first visit there…I was on a date and when we arrived, they told us it would take 30-35 minutes for us to get seated…but it was all a lie, because in less than 20 minutes my number had been called up!
They then passed us their menu…and then proceeded to tell us their biggest lie ever. Their menu was called the dinner menu, but what we ordered was not dinner. It was more than dinner…it consisted of an overdose of free bread and water appetizers followed by a huge bowl of our so called dinner order. Except that this dinner consisted of 3 meals in 1, you had the main dinner, then breakfast from the dinner leftovers and then a lunch meal from the breakfast leftovers!
It was all a lie, because they made us believe that the food we were ordering was for dinner alone…when in fact it could last us an entire day! In fact their menu name should be changed from “dinner menu” to “dinner plus lots of leftovers menu.”
After struggling through the meal and the packaging of our leftovers, our kind waiter had the audacity to ask us if we wanted to see the dessert menu. After the whole dinner menu experience we kindly opted against this. Which brings me to the last and final lie…The Cheesecake Factory claims they have the greatest Cheesecakes desserts in the world. But they fill you up with so much food, that you never actually have the opportunity to verify their claim as you are already stuffed by the time the dessert menu comes around. But despite this and the many other lies they tell me I still find myself going to The Cheescake Factory at every opportunity I get. It is easy to say that I am addicted to cheesecake factory and it is simply because they know how to lie effectively…they under promise and over deliver.
This is the trademark of great businesses and great entrepreneurs…people that over deliver on their mission statements and promises to customers. Sometimes they over deliver so much so that their final product when compared with their initial promise is so far apart that you can’t help but call them liars.
Sadly many business do the complete opposite…they over promise and under under deliver. They say they will prepare your meal in 30 minutes but end up giving it to you an hour later or in the classic case of That Restaurant That I Won’t Name By Name tell you that the Egusi soup you ordered 30 minutes ago is not available and that you have to order something else. Or that Fast Food joint that serves chicken at their restaurant…you know this because the Chicken menu is printed on the resplendent display at the back and the name of the restaurant is Chicken __________ (no name mentioned). But you get there and they don’t have any more chicken!
This is not just restricted to restaurants or product delivery type businesses…it also affects service type businesses. For instances businesses who say they close at 6pm, but yet will attend to that stray customer that comes in minutes past closing time with a large smile and close just a bit later to accommodate them. Or the comedian/entertainer who is paid to perform for 3 hours, but ends up performing for 5 hours to show appreciation to a supportive crowd and squealing fans. These are the positive lies that make customers get addicted to a business or person.
As an author/speaker/
ninja one of the things I always tell event organizers is that I will autograph every book for everyone that buys. I have had situations where the event organizers are asking me to stop autographing books because the line has over a 100 people in it. But yet I keep on signing till the last person leaves or till my ink runs dry. I do this because I understand the importance of over delivering on promises. And I hear the appreciation from the people in the line that…some say “I can’t believe you stayed back and signed all those books for all this people.” And I smile because it is the same thing I say when I think about the king of liars…The Cheesecake Factory…cause I still can’t believe they have three entire meals packed into one single dinner meal and that’s why I love them!
As a business, you have to ensure that you are lying to your customers…all great businesses do! But you also have to ensure that you are telling the right type of LIES.
Ofili is an award winning
liar motivational speaker, author, success coach and chicken hunter entrepreneur who blogs about life, success and entrepreneurial excellence. Follow him on twitter , facebook or subscribe to his blog for more success TIPS!” To bring Ofili to your school or organization as a speaker simply go here. He has written two books, How Laziness Saved My Life and the best-selling How Stupidity Saved My Life, to find out how they both saved his life visit ofilispeaks.com
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