Eight Lessons From the Front -- #5 Think Small

From my commencement address to the graduating classes of University Center Cesar Ritz in Brig, CH.

Working for a chain, there is strong pressure to think about regions or brands or centralized yield management or employee policies and so on. But remember, ours is a transaction business, one person at a time dealing with one employee -- one person picking a restaurant or selecting a hotel or making a reservation or arriving or checking out. Always frame the system or policy or procedure you are considering or developing in terms of one person – think small.

Don’t think about the chain; think about one hotel or one restaurant -- its own strengths and weaknesses, its available potential customers, and its local competitors. Those three elements compose its marketing situation – and every marketing situation is unique.

Don’t think categorically about “labor” or “market segments” or ad “targets” of people “35 to 54” or whatever. Challenge yourself to think persons, to think small, and test against your “small think” the plans, procedures, systems and policies being urged on you for the good of the chain. Optimize each unit and each transaction, and your chain will grow itself.

Small think keeps you focused and grounded.