Jan 14, 2024
Revelstoke,
BC
“Do we really want to do this? I’m sweating bullets here and it’s hard to move!”
(Can’t read the full email – click here for the online version.)
I’m writing
this missive on the dining room table of friends of ours. We’re deep in the mountains of British Columbia, in a small town situated on the banks of the Columbia River.
And it’s cold. Far below zero Fahrenheit cold.
So cold that the ski hills from here to Alberta have stopped operations until things warm up. Which
is fine by me. After three straight days on the slopes these legs can use the rest.
I couldn’t help thinking, however, about the massive effort it takes to really enjoy this sport.
Firstly, to be good at and thus truly enjoy skiing takes time. It’s a sport best learned at an early age.
Secondly, you need
a substantial amount of equipment and proper clothing. There are the boots, skis, poles, bindings. Then you need a suit of clothes from long underwear to pants, jackets, gloves or mitts, helmets, and goggles.
Then you need some place to practice and do the sport. These days this entails finding an area where they’ve installed lifts to take you up and grooming machines for the slopes to make your descent more
enjoyable.
It all adds up to increased costs and a tremendous amount of preparation.
Compare this to the simple steps needed to plan a summer holiday or winter break vacation. A carry-on would suffice.
With the huge cost and number of obstacles in place, it’s a wonder so many continue to pursue the sport
of skiing or snowboarding. Which makes it even more incomprehensible when some resorts or hotels deliver less than stellar service. Are they trying to drive customers to the south?
You may be wondering what my point in all this is. It’s quite simple.
- Does your service or product tap into a passion or emotion so
acutely, that customers will drive for hours in the middle of the night, through a blinding snowstorm, and below zero temperatures to buy what you sell?
- If not, what can you do to engineer and tap into just such an emotion?
Until next week,
Stay healthy and focus on profit!
- Hugh
The “Profit Accelerator” Expert
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