Fire Your Franchisor

In his recent article, Craig gives us some things to ponder when evaluating the benefits of a franchise. He puts forth some interesting analysis culminating in a comparison of fees...the results may surprise you.

I concur with Craig that both the economies and the marketing leverage franchises once enjoyed are waning, especially with more and more one-of-a-kind properties being fed into the supply chain to meet the desires of a quickly emerging  customer base squarely focused on a customized and personalized guest experience.

Craig's view coincides nicely with last week's indieHotelier topic...Why Go Independent?

Execution, Flavor and Technique

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From my friends at Ideas and Food, a great riff about what makes a great chef. The key takeaway for me...

"Every meal does not have to be comprised of something new and different. There's something to be said for execution, flavor, and technique, for without these base skills to stand on, why bother cooking in a restaurant at all? Strong technique, a great palate--which results in the ability to create amazing flavors, and the ability to teach your staff to execute them both to your standards, are the building blocks that make restaurant chefs great, regardless of the kind of cuisine that they choose to create."

These same concepts can and should be applied to hospitality. Being the best requires flawless execution and attention to the smallest of details. And, the art of delivery, or technique, must be born from passion. If it doesn't come from the heart and soul, you're probably relegated to mediocrity...and in the wrong business.

Incidentally, Aki and Alex have a new book out, "Ideas In Food, The Photographs, Book 1". I was forunate enough to get a look recently...wow, the photography is incredible. Worth every penny...go get a copy...I just did.

Can You Trust Your Concierge, Part 2

The rebroadcast of last Wednesday's live show is now up with special guests Anna Morris and Leigh Anne Dolecki. Click on the podcast button for a direct link to the MP3, or the indieHotelier logo to go to the website.

Listen to next week's live show, Friday, December 15th at 4 PM EST. Go to Talkshoe to listen to the streaming broadcast. Or, better yet, register for a pin to join the conversation.

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Create Something Good

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As a follow-up to my Consumer Generated Content post earleir this week, and to drive the point home, here's an excerpt from Lefsetz Letter about the movie Borat (and why it's such a big hit based on a word of mouth/viral marketing strategy):

If you want success today, create something good.  Seed the early adopters.  And then cease, or at least slow down, your marketing. Because the more you beat people over the head, the less attention they’re going to pay.  THEY want to feel in control, THEY don’t want to feel tools of the system.  THEY want to embrace the project...

Stop the spin cylce...fewer and fewer people are buying it.

[Thanks to Joseph Jaffe for the pointer]

Room For Pilots?

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Seth writes a nice riff about pilots and how the need for a person with these skills is rapidly diminishing. He's right, especially in the business of care and relationships.

Piloting and other life preserving occupations like heart surgery depend on precision and order to get the job done right. 20 feet or 5 millimeters might do someone in. And, the middle of a landing approach is no time to think about taking chances and doing it a different way. But, there really aren't many jobs out there that require this sort of discipline...never were.  Companies were just hung up on the command and control  way of doing things...management was in charge, management was smart and management knows best. Well, that's all changed, hasn't it.

The art of building relationships and caring for people relies on, no requires, you to take chances, to step out of bounds and to improvise. That's what people want...to feel important, like the world revolves around them, at least for the day.

Occasionally, we need piloting skills to get us through the day. Accuracy requires focus and discipline...that's what pilots are good at. I should know...I am one. But, in terms of caring for our guest and being the best at what we do, we should looking for ways to turn things upside down and to change the rules. Being 20 feet off course in our business isn't going to hurt anyone. In fact, it might just lead to a new and better way of doing things.

Consumer Generated Content

Picked this up off the newswire....Content Key To Capturing Guest Attention. The article describes the ever increasing importance of the quality of the message over quantity and method of distribution. But, this was actually my favorite part in reference to consumer generated content...

"While hotel companies cannot completely control this content, travel buyers in many cases have made it part of their travel purchase research habit."

And...

"For some reason they believe it is better [and more accurate] than marketing materials. If they can see someone is writing a review, they believe that one because it comes from regular people."

Based on these comments, I fear hospitality marketers are still desperately hanging on to old habits...

1. We still believe we can control the message with spin.
2. "For Some Reason"...what? We still believe that our own marketing materials, and much of our publicity for that matter, are more accurate and believable than the advice of a neighbor, golf buddy or trusted travel agent.

The best way to control the message is to simply do a better job. Focus on the experience...not the spin. If you do good, the rest will take care of itself.

Brand You

I've been catching-up on my Tom Peters reading...really enjoyed his Thanksgiving post, A Tribute to Brand Yous. My favorite takeaway comes from a Sally Field quote...

"The only thing you have power over is to get good at what you do. That's all there is; there ain't no more."

Thanks Tom for keeping me inspired...and believing in all of us who are out there on our own striving to be the best at what we do.

Money Isn't Everything

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Ken and Diane Hendricks

Money isn't everything. But for most, it's a big part of the report card, especially in business. Spending money is how we demonstrate action. And, action is always louder than words.

Many, many companies claim they are the "employer of choice" and brag about how well they take care of employees. I'm certain I'm not the first person to tell you that most organizations fall short of their  mission statements....sometimes way short.

Ken Hendricks of ABC Supply seems to have figured out how to put his money where his mouth is. Haven't heard of Ken? He's only number 107 on this year's Forbes richest Americans list....worth $2.6 billion. There's a great article about Ken and his business philosophy in this month's issue of Inc. magazine (starts on page 108). It's well worth the read. But, in my opinion here's the most important part...

"wasting people is a sin. Repeatedly, he rails against "sick" cultures that don't nurture employees, or that simply discard workers. ABC, by contrast, invests $15 million each year (.5 percent of sales) in training and employee development and returns 51 percent of after-tax net income to the workforce in bonuses. Close to half of the company's managers making an average of $100,000 or more started out as roof loaders, warehouse workers or truck drivers."

How many companies do you know that return 51% of after tax income to its people...not the execs...the people?

The foundation of any company rests on how well it takes care of its own...and its customers. Often, that's measured in dollars.

What do your grades look like?

Can You Afford Great Service?

This week's indieHotelier Show is up.

Originally recorded in front of a live audience on Friday, December 1st via Talkshoe.

Theme: Can You Afford Great Service?
Guests: Stephanie Williams and Debbie Harris

Next live show is Wednesday, December 6th at 6:30 PM EST. Go to Talkshoe to register for a pin so you can call-in, or simply listen to the program live. Our Talkcast ID# is 5544.

Theme: Can You Trust Your Concierge? Part 2
Guests: Anna Morris and Leigh Anne Delecki

Click on the Podcast Button for a direct link to this week's show, or on the indieHotelier logo to go to the website:

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Small, Good Ideas

Another nugget out of Fast Company...this time from fashion designer, Karen Walker.

"We never have been interested in being the Next Big Thing, though.  Our philosophy has been to grow a small, good idea rather than an average, big one. In all this time, in all these markets, we've never adjusted our style of work. Rather, we adjusted which markets we selected to fit the work we were interested in doing. We didn't get into the fashion business to make a product we weren't passionate about."

This pretty much captures the essence of doing something extraordinary...or, at least, how to get started.

No Strings Attached

There's no better way to earn trust than to show someone you care...with no strings attached. As Seth points out, following-up with your customer is hard, especially when there's no agenda like selling some more, or asking for a referral. Calling someone just to see if everything is okay seems awkward, unless, of course, it's a friend. Then it's almost natural.

And, isn't that what our business of hospitality is about? Trust and friendship?

So, do something hard...talk to and do some things for your customers with no strings attached. Incidentally, this approach works extremely well with your employees too.

Chop Wood

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Sometimes, when you get a chance to see a company's play book, you don't find what you expect. That was my take after reading a recent Fast Company article about the inner workings of Toyota. While Ford and GM continue to lay-off workers and close plants, Toyota flourishes. In fact just this week Ford announced that 38,000 hourly employees have accepted buy-outs or early retirement (read the article). Yes, Toyota makes better cars. But, it's deeper than that. And, it's not related to the big three's burden of higher union wages and health benefits. Toyota pays well...without unions. Rather, it's about process and care. Unlike their U.S. counterparts, who are busy setting growth goals (or reduction for that matter) and meeting analyst expectations, Toyota concerns itself with the process of making better cars. Notice, that they aren't focused on making the best cars...rather, how to make them...continuous improvement. They figure if they focus on perfecting the "how", the "what" will come. Seems logical. So, why doesn't everyone do it? My guess is that it's not as fun to talk about saving paint and reducing waste as it is to talk about how good you think you are, or how big you're going to get. In other words, it's an ego thing.

Toyota has figured out that the best way to make the biggest and best wood pile is to keep your head down, and focus on chopping wood. The better they can make each piece, and the less resources they can use to make it, the better the pile will be.

Now, here's where the care part comes in.  Sometimes, the result of the improvement process leads to job elimination...machines or related efficiencies replacing humans. Most companies call this a lay-off. However, Toyota seems to call it an opportunity...no, an edge. In Toyota's system of "everyone focuses on how to make the process better", it's very likely that the reduced workforce was the idea of the very workers being eliminated. So, instead of giving these people their walking papers, they reward them...and redeploy them so they can think of more ways to make things better...and so on. This replaces those nasty fear and job security worries with feelings of my employer cares about me, wants me to be a part of the improvement process and I might even get a promotion if I think of something new.

If all this sounds odd, it is...because most companies don't practice either of these things very well. I hope you're not one of them.

Now, I need to go chop some wood...no, really, I live where it's cold and propane costs too darn much. Then, I think I may trade in my Landrover...for a Toyota.


Two "Guests Of The Day" Programs: One Good--One Bad

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Sarah gives a great example of why you shouldn't do something just because...

In her story, she illustrates how a Holiday Inn Express does a great job with their Guest of The Day Program...and how a Marriott Courtyard doesn't.

At the end of the day, your job as a hotelier is to make people feel genuinely special...the key word being genuinely.  If you're not doing that...stop, and focus on things you can do really well.