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Your New Brand’s Underlying Mission? Be The Best Waiter Imaginable.

Be a Waiter? Waiter…as in the service personnel in a restaurant?

That is exactly right. Your B2C or B2B brand should aspire to turn into the best waiter you can possibly imagine. When I spoke at Innovate Pasadena a few weeks ago, I found myself making this statement out of the blue at the beginning of my speech, and I felt it was an analogy worth sharing.

I am certain you had those moments when you were on a romantic date, an important business lunch, or in midst of a highly stimulating conversation with an inspiring person when the waiter interrupted to tell you about today’s specials. Here you are, having gone through many steps to arrive at a magic moment, just for the waiter to kill it in an instance. Of course the service industry as a whole is a great place to zoom in on when it comes to ways of ruining (or magnifying) a great experience, but the intimacy of a restaurant setting can amplify the bad moments.

Let’s focus on your favorite restaurant with your favorite waiter instead:


He does not interrupt, instead he knows exactly when, and how, to check on your wellbeing. It goes far beyond food orders, refills of water, pouring of wine, or asking if the food is to your liking. It is about careful observation and impeccable intuition. A great waiter knows when to appear and when to disappear, when to speak and what to say, when to assist and in what matters, and when to silently observe.…and all of this at just the right moment. A great waiter fits into the experience like a puzzle piece, when – and only when –  you want, or need him. That’s what your new brand should aspire to: Equipped with a deep understanding of your target audience, your brand acts like a mindreader.

Impossible? Think of that special restaurant with that special waiter. It is happening in restaurants around the world; but only the few that put the extra effort into it – and it is mighty memorable for their customers. Aspire for your brand to put in that extra effort to turn into that amazing waiter. Your audience will remember, share and repeat their experience, regardless of the price tag.


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