Estimated Reading Time: 4 Minutes
I read an interesting article recently from Tristan Harris @tristanharris called, “How Technology Hijacks People’s Minds – from a Magician and Google’s Design Ethicist.” I found the headline intriguing. Getting distracted by social media and technology affects everyone these days. What triggered me to read the article, though, was this: Estimated reading time: 12 minutes
It was embedded right in the promoting tweet. This simple, unusual gesture drew me in because it demonstrated respect for my time. We’ve grown so accustomed to the opposite knowing full well there’s a trick behind the door. We accept it as our price of admission. To redeem the freebie, you pay with your valuable time. In this case, it took less time to read than the author’s promise - multiplying the trust effect.
Mr. Harris is a former magician and ex-CEO of Apture, a company acquired by Google that transformed flat web pages into interactive multimedia experiences. He mentions an old trick used by grocery stores in the article:
The top two reasons we visit grocery stores are: 1. Pharmacy 2. Milk
So…stores put both in the back of the store forcing you to walk through the entire store hoping you will impulse buy along the way.
Tristan correctly notes that if grocery stores were truly about customer convenience, they would do the opposite. Even convenience stores have a funny way of putting the milk in places that cause you to walk past end caps and specials.
As a conscious consumer, have you considered:
- Are companies using a hook to draw me in, and selling me something I didn’t want?
- Is the interaction oriented around me or them?
- Am I encouraged to shop for what I really need or do they funnel me into their options?
- Are they showing respect for my time or using enticements to waste it?
The same principle holds true in the business-to-business world. Have you asked yourself, “Where are my suppliers putting 'the milk'?” At Romo Durable Graphics, we are about customer convenience. We know everyone is busy and don’t want to waste your time or sell you something you don’t need. We like to think convenience items are in the front of the Romo store. That’s consistent with our cultural values.
If you find milk in the back of our store, we want to know about it.