Paul Bennett – Ideo – 20 minutes to change your thinking

This is a guy called Paul Bennett speaking at the Economist Conference and it as changed (again) the way I look at things.

His four words:

People

Authenticity

Service

Simplicity

Can be applied to any business in any field. If you get them right, you can create a clearly differentiated successful business and a successful brand.

Stick with it as he does come across as a bit superior and has one of those funny mid Atlantic accents. There are a few more killer points that come across to me too.

1. Play well with others. We will achieve more by working as a collective and working together.

2. Be transparent and listen to feedback. If you have things to hide, customers will see it and tell others.

3. Look for people with passion behind the eyes.

Just brilliant simple stuff. There must be a part two as it does end a little abruptly though.

Part two

It took a while, but I found it, so here’s part two

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Domino’s deserve success for their incredibly brave decision

I’ve never been a big fan of delivered pizza. It always seems to be a bit like wet cardboard and the cheese is so tasteless and slimy that it just makes you feel unhealthy even thinking about eating it.

Pizza to me is a beautiful italian food made with fresh bright ingredients and it’s something that we’ve always made at home with the kids and their friends to introduce them to simple tasty cooking.

And now to their eternal credit, Domino’s have admitted the same. They had obviously commissioned some focus groups where people told them how poor their product is and shock of all shocks they listened.

You can see the site they have produced to talk about the story here.

And look at the video they have produced using their real staff, showing how much it upsets them when people tell them how bad their food is (and probably that they are likely to lose their jobs if the sales don’t pick back up.

We have long been fans of customer feedback with our involvement in feefo. It shows that listening to your customers is one thing, but actually having the nerve to do something about it is a far bigger and braver one.

Any business that has the balls to stand up and say their product wasn’t good enough in this direct a fashion, to me, deserves success. I haven’t tried their new pizza yet, or their old one for that matter, but I have to say, that I am vaguely tempted.