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PROVIDING STRUCTURE TO THE WORLD

But if you show people you care, that is another thing entirely. If you do so, they will spread the word. Jonathan Bond and Richard Kirshenbaum, in Under the Radar, share a story about a nameless Palm Beach jewelry store. A client calls to ask about a brooch. A salesperson hops on a plane and delivers it to her personally, just in time for her to wear it to a charity ball that night. For one plane ticket, the jewelry store developed a wonderful reputation with every person at the function—and they were all very rich. Perhaps in a less dramatic way, but a consistent one nonetheless, places such as L.L. Bean and Nordstrom have built their reputations by offering customer service that is so unusually friendly that people spread the word about it. A long-term issue for people today is how to balance concern for oneself with concern for others. In our society, parents often invest heavily in their children’s education at the same time that they are paying for their parents’ care and at the same time that they should be putting money away for their own retirement. They have a similar concern about time and health—that is, how to find time to care for others and still have a life and good health habits themselves. Addressing these concerns can provide a great brand identity for enterprising companies. As you can see from many of the ads quoted thus far in this chapter, effective marketing to the Caregiver stresses not the brand’s caring, but the customer’s concern for others. The customer is portrayed as being someone who cares about other people. The product or service helps the customer be more effective in caring and also offers greater ease in doing so. Responsible people who exert a lot of their energy caring for others often really appreciate companies that care for them. Such people often have a nurturance gap: They are giving more than they are getting, and they need support. Any company that helps people care for themselves or that helps them meet their obligations with greater ease has the potential to be extremely successful in a society where both women and men are carrying caregiving responsibilities over and above their work obligations. Rolf Jensen, in The Dream Society, quotes Time magazine, which in 1997 declared that although for decades it was cool to be cool, suddenly it wasn’t anymore.These days, there is a passion to show that you care. If you go to commencement ceremonies today, even prestigious

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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