This letter explains why. Why impromptu is better than rehearsed, why seeing is believing, why capturing the real experience is so important to getting your message to spread. It also explains why stock photography, scripted answers and form thank you letters don't work. Staged doesn't work because it's expected. So, it's not worth remembering, and not worth talking about. There's no story in staged.

Figure out ways to infuse experience and improv into what you do...to surprise and strike an emotional chord with people. For instance...

• if guests expect to be shown where to go, escort them instead
• if guests expect to be asked 20 questions at check-in...don't
• if someone asks you for a resume, send them to your website
• if people expect to see stock photography on your website, show them pictures of real guests doing real things at your property (taken by real guests)
• if people expect to receive your newsletter crammed full of romance packages and Saturday night getaway specials, feature stories like the one about the housekeeper that volunteers her time at the local children's hospital instead

You get the picture.

I really like this idea of attracting vs. selling...thanks Church of The Customer.

Figure out more ways to begin conversations with people already using your service instead of bothering strangers.

Most of us have a handle on one year out, maybe even two or three. But, have you thought about what's being done right now to preserve or develop a legacy which will last beyond the life of the building, current management, or  the people eating in the restaurant? Will the property be as special twenty or fifty years from now?

Staying power in just about anything is built on stories, tradition and character and the experiences that made them. In cases like The Alamo and World Trade Center, they're event centered with single memories so powerful, they last forever. Most hotels though are challenged to keep things going, to rekindle the flame from time to time and sometimes reinvent themselves altogether to ensure long-term success.

If the focus in your company is to get from year to year, or worse, from quarter to quarter, eventually, things are going to fizzle. The style will become passe, the food boring, the banner revenue year will be forgotten and the location won't be so good anymore. So, what are you going to hang your hat on?

At the next annual strategy/budget meeting ask this of yourselves...what are we doing now that has a chance of being remembered in fifty years? What stories are we creating which will resonate for generations to come? Are any of our actions significant enough to be memorable beyond our lifetime?

Remarkable things have a chance because they have meaning. Everything else is just filler.

Thanks for the post inspiration...Chuck.

This is the hardest part of creating anything great...and part of Seth's really good list.

And, it's good advice whether you're creating a sock company (read Seth's post), a boutique hotel chain or a neighborhood coffee shop. Focus on the experience, make it the best you possible can...and good things are likely to happen.

So, why do so many start-ups (new hotels included) still spend more energy, time and money on the message instead of the experience? They're stuck...they still think they need to push the idea along because it takes too long otherwise. Ironically, the better the experience, product or service, the faster the word spreads to your audience...with far less orchestration, media buys and sales pitches. You can thank the world wide web for a little (no, a lot)  help with the velocity. But, your idea will only move forward if it's worth talking about...just like always.