In fact, the only client I’ve ever worked with that actually paid anywhere close to what I was taught a commercial photo shoot should be worth is Nike. Every single other company I’ve worked with just does not have the budget to pay anywhere close to what a photo shoot used to be worth or should be worth. With that in mind, I needed another project to work on, something to stay busy, especially through the off season, which is pretty much for me December through spring, and that’s where Findlay
came into play. I had a couple different ideas, and this hat idea was just always in the back of my mind. I had so much reinforcement from friends and even random people who just really liked the idea behind this functional hat, it just went from there. Those are some of the bigger ideas that we’re looking at, but what I did to really decide on Findlay was, and I wish I could remember the name of this book, but it was basically a questionnaire that I highly recommend anyone listening to this that’s torn between a couple ideas to look into where you basically lay out your 3 or 4 top prospects for ideas, and then maybe there’s a name for this chart.
There’s people who’ve been with us from the beginning who saw when we were doing everything out of our living room. They saw that we started with 80 hats, and they’ve seen the story progress. It’s a little bit of spread word of mouth. I wish I could fully answer that. It’s just a lot of it has to do with luck. I think a lot of it has to do with being completely transparent and open with our customers and doing what we can to create that feeling of community. I know I’m just circling here, but Jimmy: I think it’s important for us just because it’s definitely, on top of having a unique product, we also have a unique story. We also do a very large part of the production out of our garage, which not a lot of companies, at least in our space, do. There’s plenty of T shirt companies that screen print in their garage. There’s plenty of other do it yourselfers out there, and I know the industry’s filled with that, but as far as headwear, there’s no one really doing what we’re doing. I think that is definitely one unique aspect of it that has helped us in that sense. Another good thing that I left out of the answer to the previous question that I think I want to bring up right now is how we’ve been able to create such a strong bond with our company is not only the one to one interactions but something I kind of stole from Disney, so please don’t sue me, anyone from Disney listening here, but creating magic moments. I read about how at Disney Land supposedly, maybe I’m wrong here, but most, if not all, of the employees at Disneyland have exclusive permission to make magic moments for their guests. The story of that that struck me was a girl was in the gift shop, and another girl was getting head to toe princess outfit made for her or whatever, bought for her. This girl whose family obviously couldn’t afford that was watching. She’s like, “Mommy, why can’t I get the whole princess dress or setup? ” A Disney employee heard this and long story short got that little girl set up with a head to toe princess outfit as well, and I think got to have her go meet one of the princesses after the parade. Long story short, they created a magic moment for that kid. Keeping that mind with Findlay, every interaction I have with a customer, be it in person, or online, or on social media, or customer service or anything, I try to do what I can to create that magic moment, create that positive experience where they’ll look back on it and be like, “Oh, yeah, that was the company that I told them I needed a hat for my son’s birthday that is in 2 days and they overnighted it to me and gave me a free pair of sunglasses with it. ” Just every little interaction, we try to do what we can to make it at least a miracle and a positive experience. If that’s a cost to us, we lost a lot of money by doing that, but at the same time it’s almost any person, if they’re going to mention something about Findlay, will have some type of positive experience in that sense. If not, we do what we can to make that happen. Felix: Yeah, and this idea of magic moments requires long term thinking. You alluded to this by saying that it’s cost you money that maybe you haven’t recouped right away, and I’m sure you don’t even think about it this way, but the ROI on it right off the bat might not be positive. How do you justify this kind of long term thinking rather than just focusing on the short term gains on how do I maximize ROI for my customers? Again, magic moments, like you’re saying, requires not just effort, but you got to pay attention on your end. It requires a lot of energy from yourself, and obviously it actually does require some money, too, if that’s required to create this magic moment. How do you justify in your brain and to focus more on this long term approach rather than again on the short term gains? Jimmy: I’ll answer that 2 ways. 1, if we mess up someone’s order, anything’s wrong, that anyone has any negative experience at all with us, we’ll go above and beyond to fix that problem and make them better off than they would have if we just did it right the first time. In that sense it’s really easy because I look at it as okay, we had someone who had a negative experience because we messed up or something happened for whatever reason. We need to make this right. We need to turn a negative to a positive and not only just a positive but a super positive, so what can we do? We’ll give them a refund, we’ll give them store credit, and we’ll fix it, or whatever variation that seems like the right combo there. That’s one way where it’s really easy. Hack Snapchat Trophies
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And by the way everybody’s gotdifferent percentages of it. Two minutes and that’s that. Let’s move. I’ve got this client thing. We broke sound, we were late,fucking people people running. – Ben. Nick says
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