Julie and I were talking about buying some Fiesta ware, the Americana-style plates we enjoy.
I mentioned getting them at Kohl’s. She said Macy’s.
I do not want to go to Macy’s. They are a dead man walking. Kohl’s I figure has a better chance of survival and if I am going to walk into a store I would rather go into one that isn’t on it’s last legs.
This is common psychology. People don’t want to think about death, talk about it or be anywhere near it. Most everyone can remember a chill walking or driving past a graveyard.
This anecdote is the flip side of vitality, discussed in the MANIPULATION program. This is what happens if you do not demonstrate vitality in the marketplace and to your customer.
You want to, at all times, be growing, on to bigger things, lighting fireworks in the sky, have new stuff, bigger stuff, better stuff and be singing the Lego song, Everything is awesome.
How you do it is up to you. First brush people think it’s about yelling and jumping up and down and making a fool.
Better to concentrate on the core word, vitality. You are alive, you are strong you are sturdy and you are chugging along. You are good, your stuff is quality you have something to offer.
You are dependable. You are here today and will be here tomorrow.
Vitality means life. As discussed in the book it is the one trigger that the customer needs to see from you or they will go to someone who is winning.
This is of special importance at a time when an economy contracts. There will be fewer winners, and the winners will want to stick with winners. Think of it as an island where the survivors band together.