This is about exclusivity and it doesn’t always mean a superior product, but it will often mean a superior experience. When we order from the country club, the kids eat kind of simple. Zack gets the Dino nuggets and fries, and Caleb gets a hot dog. Now the dyno nuggets, they’re basically just chicken nuggets die, cut in the shape of dinosaurs, kind of, they look like turtles, but whatever. And the hotdog is a hotdog. Now I can buy and we have bought the same exact bag of dyno nuggets from Costco. I think it’s a 10 pound bag for a lot less money, but sometimes mommy and daddy wanted meal. Julie gets the crab cakes. I get a steak and the kids get what they get. Why don’t we belong to the country club? Well, to expand the analogy, the food is good, but it is no better than Applebee’s. However, when I go to the country club parking lot and pull up, there are no Dodge Ram pickups. There are no arguments in the parking lot. There are no cars with loud music with the windows down. There are no tattoos and those are things that are pleasing to me. I don’t mean anything bad by it.
Um, I don’t want to go into situations where I am uncomfortable and that is my right, and I can pay to be comfortable by belonging to the country club. Again, the meal is good. The steak is actually really good. Uh, although sometimes there’s some fat on it and the crab cakes are maybe above average, but we like going there with the exception of this recording. I don’t talk about it. It’s not a, it’s not a experience that I have to broadcast to my circle of friends, neighbors, or acquaintances. It just makes me feel good. And it’s actually 20 minutes away. So it’s a 40 minute round trip just to get an Applebee’s bag of food. Uh, some of which I can buy from Costco, but we do it as a reward. We do it. It makes us feel good. Everyone likes to eat out. That is something that we’ve been trained to do.
And so that’s how we, um, satisfy our need for status and preference. Okay. In terms of exclusivity for your customers, you may be very, very good at what you do. There is a Pilates instructor in town who is very good. She’s been there a long time and her stuff is not cheap. I am sure she is at least a competent or maybe even above average. Polite is instructor. She is probably not the best in the world, but she’s got lots of customers. I believe her service is expensive and it is, or sort of has the air of exclusivity. And she’s been doing it for a long time and the people look great coming in and out. So she gets results. But again, people are going there because it’s not, let’s say I’m a regular, old gym or regular old yoga studio. It has an air of exclusive exclusivity, which is the experience she’s delivering. So think about your customer experience. Yes, you want your product to be good, but it doesn’t necessarily have to be 10 times better, then a cheaper or more common, or let’s say mass market competitor. You’re giving someone an experience. And again, you don’t even have to go overboard on that because if you have a velvet rope and say, Hey, it’s 200 a month and you’re welcome to come in.
Once you give me the $200, if not, you know, good luck, there’s free stuff out there, uh, where you can figure it out on your own. I don’t belong to a gym. I got in great shape by myself, mostly because of being ordered to stay at home. Okay. So exclusivity, it can mean a better superior product, but not necessarily. It could just be an exclusive experience.