#5 That time I gave my cell phone number out to 75,000 people (and didn't get doxxed).
Much to the nervousness of my team, I give my cell phone number out to essentially everybody. Here's why.
In the winter of my freshman year of college, I was walking through the student union at Penn State, and I thought to myself "I wonder what I'm going to do this summer." I swear I'm not making this up when I write that in that EXACT moment I looked down and saw a sign that said "Don't know what you're going to do this summer?" with an arrow pointing left. When the universe speaks, I listen. So I turned left.
As it happened, Disney was in town recruiting students to come work for their college program. I am not from the type of family where sitting around (not making money) all summer is an option... so I did what any self-respecting 6'8" guy would do. I walked up to a table and some VERY smiley people and I told them I was there to be Goofy.
Little known fact: when you are 6'8", you are too tall to fit in the Goofy suit. Dream shattered, but I digress.
I ended up working for Disney that summer and Goofy or not, it was one of the greatest summers of my life. Disney (in)famously calls their employees "cast members". When you're on shift, you're "on stage". The job, whether you're flipping burgers, driving trams, or playing piano is to remember that families are there to experience a little fairy dust and maybe find a little magic in a world that sometimes feels devoid of the type of joy you have when you're a little kid...then to do whatever you can to show them that that world still exists.
circa 2001-EPCOT, making Kim Rosenberger proud I went to college...and foreshadowing an obsession with birds. Also, I'm pretty sure this is not me.
Say what you want about Disney, but there's magic in this idea. Every single interaction is an opportunity to create just a little more joy. Disney put us through a week long course on just how powerful these customer relationships are, but also what to do when things don't go right, and how negative experiences are actually the BIGGEST opportunities businesses have to create lifelong fans and incredible experiences.
They didn't name it at the time, but this isn't just fairy dust. There are hard-edged behavioral economics behind why customers get these feelings. It's called the contrast effect, and it's based on the idea that our perception of something is not fixed, but instead influenced by the intensity of the initial stimulus. In other words the crappier the experience your customer has, the larger the chance you have to create evangelical super fan who will spend their life savings to stand in line for an hour to meet your 5-foot tall pretend mouse.
So...how do we do that? Goofy made it simple for us. We just need to remember that every person is a human being, and then give them the experience we ourselves would dream about. It doesn't need to cost millions. It just needs to feel personal to them. This is the difference between good and great. World class restaurants are amazing at this. Will Guidara , who co-owned Eleven Madison Park as it became the best restaurant in the world, wrote a book about it that you should absolutely read, called Unreasonable Hospitality, which he defines as going above and beyond in the pursuit of how you make people feel. Danny Meyer, the FOUNDER of Eleven Madison Park, Gramercy Tavern, Union Square Cafe, Daily Provisions, Shake Shack and seemingly every other restaurant I've ever loved, recently said it like this.
"When you need a hug? Give a hug."
Isn't that lovely? Go out of your way to make people feel like they're important and wanted. You won't be perfect, just try to be. You might just get excellent along the way.
This is why I give my cell phone number out.
We make sustainable, beautiful tools for you to carry the things that make up your big beautiful messy life. You do incredible things with what we make. You start careers. You travel across continents. You fall in love...and a little piece of us gets to come along with you on that ride. In a world that sometimes feels devoid of the joy we all had as little kids, there is an incredible kind of magic in that.
724.312.1012. Text (I won't listen to your voicemail;)
It's All For the Birds,
Ian
PS-Each week I look at the mistakes I’ve made and the lessons I’ve learned at Day Owl so hopefully, you don't have to. I also do an Instagram reel to go with this note @hellodayowls. This is all rather embarrassing for me and hopefully entertaining for you. We’re calling it all "For the Birds", and this is installment #5. Comment (it makes it so much more fun), ask whatever you want, and if this reminds you of something YOU want to share, text me...724.312.1012.
