For the sake of what?

Every now and then, I take a step back to adjust the lens through which I see experiences.  It's very easy for me to get caught up in the real-time measurement and proactive improvement of experiences causing a complete lack of focus on the end game.

I do however, take a step back on occasion and ask the big burning question: for the sake of what?  I spend time peeling off the blinders, navigate through the forest and allow myself the time to re-evaluate the ultimate goal to ensure that it still should be.,.well..a goal.

Recently, I read a post by Bernadette Jiwa titled  "Where is your Magic"  regarding the experience of the journey.  If you haven't subscribed to The Story of Telling blog, I highly recommend it.  Great short little insights that are easy to read while waiting for the subway or your coffee.  It deeply resonated with me both from a consulting perspective but also on a personal level.

The idea that humans enjoy the thrill of the chase, we like investing in things, we enjoy the little rewards.  We don't mind standing in line or paying a premium if there is a good vibe, a perfectly packaged purchase and of course, social media bragging rights (#lastlunecroissant).  We ultimately, prefer it to be that way sometimes!  It wouldn't be "special" if I could get the same purchase out of a vending machine or if there was an endless supply.

There are many companies that have been able to create this magic:  Apple, Porter Airlines and your local bakery or coffee shop.  Does your company have a small distinction that you can exploit?  Can you take the fact that customers wait for 20 minutes and turn it into something worthwhile? Perhaps snacks or entertainment for the kids on Saturday morning?  A Ted Talk as your hold music?

Creating the magic instead of a hassle is not necessarily about speeding up but turning that pain point into a reward.  That is where magic happens.