Wednesday, January 23, 2013

The Monopoly of Expectations

The Islands is a hole in the wall you hope no one else discovers.

Not just because the portions are huge, the dishes are amazing and the prices are affordable, but with only five tables, an alarmingly low ceiling and a dining room the size of your grandma’s attic, you’re basically on top of each other the whole time. And with only two ladies doing the all ordering, cooking, serving, delivering and cleaning, the pace is so chill, you actually feel like you’re having a meal in the islands.

Yes mon.

The point is, there is never a shortage of competence. Customers can order delicious oxtail anywhere. What’s scarce, and therefore valuable and remarkable, is the running imperative that drives this restaurant’s behavior, the nobility behind their work and the posture with which they approach their interactions.

Just another reminder that we’re not in business to sell a product, but to create a monopoly on a story and a set of expectations, to push an overarching narrative that’s worth remembering and spreading.