The wandering steer

Some weeks a common theme seems to weave itself through your activities and you can’t help but stop and pay attention. I am suddenly inspired by the wandering steer and a simple way of running your business.

Let me explain

A few days ago friend explained his theory on retaining great customers. “Do exactly the opposite of what is expected” he stated. – This caught me off guard a bit and I considered it to be a slick advertising slogan...  “Really!” – he stated “When people are so used to fighting for the bare minimum in service, they are blown away when you exceed their expectations drastically”  The hidden costs of follow up on inferior service usually catch up with you, and the loyalty gained from providing superior service pay dividends ten-fold.  I accepted his theory, but remained uncertain.

I was reminded of this idea as I listened through the audio book ‘Mavericks at Work’ by William Taylor and Polly LaBarre.  Companies such as ING direct bank or Jones Soda gain customer loyalty and build trust in their product by doing the opposite of what is typically expected within their industry.  Asking you to SAVE money rather than increase credit card limits is untypical of a bank, and avoiding advertising might seem counterproductive to selling soft drinks.  But it works for these and many others who go against the grain for all the right reasons. Understanding your customer, and what market you serve strengthens your conviction and builds confidence in your action as you go against the norm.

Dictionary definitions will identify a Maverick as ‘a lone dissenter, as an intellectual, an artist, or a politician, who takes an independent stand apart from his or her associates.’ This summarizes my friends’ thoughts on providing service, and aligns with Jones Soda marketing methods, and so I am a believer.

In the late 1800, American cattleman Sam Maverick was known for going against the norm by not branding his cattle and allowing them to roam openly.  His interest was in finding the best land instead of worrying about cattle theft. The entire family of Mavericks profited well in several land dealings and the term ‘Maverick’ lends itself well to this origin of both stubborn independence and the wandering steer.

Although the wandering steer may see new dangers, I am convinced that it grows larger, stronger, and is of greater value than that of the penned and branded calf.   Although I have heard the term of being a maverick, and understand the concept of removing your blinders, I have a greater respect for stretching your boundaries and doing exactly the opposite of what is expected!

Go out and make it a great day,

Your ambitious attitude will keep them guessing…

Blaine