Last week, while I was traveling abroad with family, we took a remote hike that included the exploration of an abandoned hotel at the trail head. After we finished, we decided to stop for lunch at one of the food trucks in the parking lot, as was recommended by the travel blogs my wife had read before our trip.
The parking lot featured two food trucks. Truck #1 was a non-descript white vehicle parked within the lines of a single parking spot. I could not see the menu from a distance, and no one was standing in line, which was uninviting.
Truck #2 was parked twenty feet away. It was parked sideways across multiple empty spaces so that potential customers could see it clearly from across the lot.
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Even from a distance, we could see a gregarious owner working the counter, chatting and joking with customers while his wife cooked. The truck was covered with bright decorations, including pictures of numerous five-star reviews from Google and TripAdvisor, in multiple languages. We also noticed customers leaving the truck with what looked like delicious sandwiches, so we decided to join the line.
As we got closer to Truck #2, it was clear that the owners had put considerable thought into making their truck convenient and inviting. Though the menu on the truck was in Portuguese, there was a QR code that translated the menu into several languages, and free Wi-Fi that could be used to access the translated versions. The truck was surrounded with plastic stools for people to sit while they ate, creating a friendly and communal atmosphere. Each person who ordered received a pager, allowing them to walk around and sightsee while waiting for their food and be informed remotely when their order was ready. And to top it all off, the food was delicious, served with a warm smile and obvious care.
It won’t surprise you that Truck #2 drew nearly all the customers in the parking lot. The husband-and-wife team had clearly built a thriving small business, and they appeared to have put thought and care into every small facet of their operation to make it excellent.
This experience was a not-so-subtle reminder of a great approach life and business, and the outcome of that approach. While businesses must get their why and what right—a compelling purpose and a valuable product or service—so much of success comes from their how. The how shows up in the little things that add up to a big difference—the thoughtful touches, applied with intentional effort, that reflect a genuine care for the customer experience.
In all industries, the businesses that stand out most tend to be the ones that care enough to get the little things right. This is true in the business-to-business world as well—for example, I’ve found companies who pay their bills on time, without multiple reminders, tend to be the best partners in other facets as well. Getting payments right tends to signify that an organization has good people and processes in all areas of the business.
A famous example of this concept comes from the rock band Van Halen. Van Halen’s contract rider for concert venues notably specified that a bowl of M&Ms had to be provided backstage, with all the brown M&Ms removed.
Van Halen didn’t demand this because they were divas. Rather, the band’s manager realized it was a quick way to ensure the venue had read and followed all the technical and safety specifications in their contract, which were vital to ensuring a great show and keeping the band safe. Whenever Van Halen’s manager found brown M&Ms in their bowl, it was a red flag that other, more critical details may have been overlooked as well.
In a world where many seek shortcuts, hacks, and quick fixes, people and businesses who do the little things well stand out. Caring for the small details is often the difference between mediocrity and excellence.
No matter what we do in life or work, there’s always value in showing up fully, being present, paying attention to details and giving our best effort in every situation. This mindset almost always leads to better outcomes and enriches our lives and relationships.
What are some little things in your life or work where you could benefit from investing more effort in the how?
Contributed to Branding Strategy Insider by: Robert Glazer, Founder & CEO, Acceleration Partners, Author of Moving To Outcomes: Why Partnerships Are The Future Of Marketing
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