What They See Is What They Think


When a customer enters your place of business, everything they see or don’t see sends a message.

A lot has been written about Steve Jobs’ focus on design and simplicity in this past week since his death.   Jobs intuitively understood the power of design to send a message and evoke a feeling.

This stands in sharp contrast to my experience this morning.

I took my son, Alexander, on a walk.  It was beautiful fall morning here in New England.  Many of the trees are starting to explode in brilliant bursts of color.

We decided to stop in at our local diner for breakfast.  It’s a landmark in these parts.  Here for over 70 years, it was recently certified on the National Register of Historic Places.

We sat at the counter, on just the right seats that afforded me a clear view into the kitchen.

As we tear into our blueberry pancakes, I look though the kitchen door, and see a display box sitting on a shelf.  The side of the box reads:


Maximum Strength

The natural place to start for menopause relief.

What is this doing in the kitchen of a diner?

My first thought was:  What are they adding to the pancakes?

What I can tell you is that this sighting did nothing to positively add to my experience as a customer.

Whatever it was there for, I didn’t need to see it.

What ‘Estroven boxes” do you have lying around?

Who’s seeing them?

What are they thinking?

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