Someone will be inconvenienced with the decision you make
I was recently seeing a video where Helene Godin (who happens to be the wife of Seth Godin) described her journey from overworked lawyer to bakery owner.
At some point, the interviewer asks her why she wanted to open a brick and mortar space instead of an online shop, in her case bakery, which is increasingly the norm these days. Her answer struck a cord. She said she wanted to be involved with the community, meet people, have conversations and get to know them better. She speaks about the joy she drives when a customer gives her a hug and another one congratulates her on an award that her bakery received.
Sure, an online business might be easier, even in the food category. Advertise through social media and deliver to people that order. No paying a massive rent for space, taking out a building on lease and anxiously waiting for customers and working yourself up into a frenzy on a slow business day when empty tables are staring back at you.
On the other hand, an online business doesn’t allow you to actually meet people and have face-to-face conversations. In many ways, it’s impersonal.
But its benefits are numerous.
It’s cost-effective and simplifies the lives of customers. An online business allows you to collect details of customers which they usually won’t share in a brick and mortar space (how many have you given the wrong contact number on feedback forms?)
There is a road in an upmarket area near my house. Every few months, a new restaurant opens there. Some are fancy, some are affordable and some are over-priced. Some restaurants close as quickly as they open. I always wonder why people open restaurants in close proximity of each other and then close due to lack of business. Didn’t they do their research before opening?
The interview answered a few of my questions.
When you have the itch to open something, it won’t be cured until you go ahead and do it. So if the vision in your head is about a cafe/restaurant where people come to eat and discuss, an online delivery business just won’t scratch your itch.
Opening something and failing at it is better than never trying. I think the same applies to all the restaurants that have opened and closed near my house. Someone acted on their itch.
The advent of food delivery apps has meant that you can get good food delivered at your doorstep. This negates the need to head out in traffic, look for a parking space, then wait for a place at a restaurant before enjoying a meal.
Simply put, it’s a lot more convenient to order food online than it is to go out and have a meal.
At the same time, it also takes out the communal aspect of eating a meal. One can sit at home, binge-watch a show and consume their food, a far cry from going to a restaurant, experiencing the aromas and the ambiance, none of which can be delivered home.
This isn’t a piece opposing food delivery services, they have come to my rescue many times though some of their practices are questionable. Rather, it’s about making a decision, even if it causes some sort of inconvenience to some people.
‘No, we don’t deliver. You need to visit our restaurant to get a taste of our food.’
‘You can find us online but you can’t order online.’
‘No, we don’t take on that kind of work.’
‘No, we don’t deal with bullies. But we know someone who might be able to tolerate you.’
When you take a stance, there will be numerous instances where you are tempted or intimidated to compromise.
The customer haggling for a discount even when you have stated very clearly that that’s not your business model.
The client bullying you to lower your price.
The customer asking you to make an exception just once.
All of these are inconveniences being caused to someone. Your stance is causing an inconvenience to someone else.
At the same time, making a decision and sticking with it frees you to serve your true customers. No more wasting time on trying to please everyone.
You might very well lose the client who is seeking a punching bag by sticking to your guns.
The customer might give you a 2-star rating without even trying what you have to offer because you don’t deliver to their house.
There are times when we genuinely inconvenience someone.
A promise is not kept.
A delivery is missed.
An order is messed up.
All of these require thoughtful, genuine apologies.
But if someone views a stance you have chosen take as an inconvenience to them, there is nothing to regret or apologize for.
