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Three months in Spain and now suddenly I find myself home in Idaho, a state most citizen’s in Europe have never heard of and is best described as being between Seattle and Salt Lake City (or kind of near Las Vegas) to those who inquire.  The transition come with the usual challenges like waking too early in the morning, greeting in the wrong language, or attempting to complete a transaction with Euros.

What was most remarkable was the shift of priorities during these three months.  Living from one suitcase each, we learned that our wardrobe did not define us.  A television with no English speaking channels provided a model of another way and the cable subscription at home is being jettisoned.  Shopping for meals was a daily ritual given the proximity of local farmers markets and the desire to enjoy fresh bread from one of the neighborhood bakeries.  Walking, more walking, and some more walking was a part of most days interrupted only by a trip on the metro or bus to get where we were headed.  

What struck me most was the chance to revisit a museum or historic site and come to understand it a little more each time given the context of other places visited in the interim.  Suddenly the emotional connection to one painting was enhanced because we had seen the sketch studies at another gallery.  Then a trip to the town where the artist lived added context.  Walking through a photography exhibit of the Spanish Civil War set the scene for the world events influencing the painter’s perspective.  And seeing the architecture that dominated the city offered a sense of place.  We would frequently walk past the Placa del Rei in Barcelona.  The very courtyard that Christopher Columbus returned to Spain with his cargo of Native Americans to present to Queen Isabella and King Ferdinand. The gold that he unloaded as part of his bounty would ultimately adorn a cathedral in Toledo, Spain.  We were seven thousand miles away from our home and yet its history was so closely tied to events that took place just blocks from our apartment.  Perhaps the understanding of how interconnected the world has been and continues to be was made palpable.  The sense of adding to our understanding was the joy of adventuring out each day.  The ability to sit for an moment and absorb the presence of a place was a gift.  Above all, the importance of daily discovery illuminated our journey.

The Power of Holding the Spotlight
Spain

The power of those who stand behind the spotlight and direct its illuminations is an often under appreciated.  A powerful beam of light attracts attention and the shadow it casts can be even more expansive.  So many causes scramble to be in the spotlight.  They want the local paper to write more articles on their amazing work.  Enterprises wish to be profiled in the Visitor Bureau’s marketing materials.  Consider the opportunity to change the paradigm.  What if the community comes to your door to help draw attention to their initiatives.

Someone’s sitting in the shade today because someone planted a tree a long time ago. ~ Warren Buffett

You Must See…
Font màgica de Montjuïc

When guests come to visit, what sight do you take them to first?  When a friend asks for a recommendation for a restaurant, what is the one place you know will not disappoint?  If you were throwing a dinner party, who is the one person you would invite to make it perfect evening?  Asked for recommendations, we are converging our personal reputation with that of an enterprise or place.  How passionately are your fans recommending your cause?  How often are new visitors telling you that a friend or colleague insisted they visit.  Do you have a marketing plan that is more powerful than a personal recommendation and word of mouth?  Upon reflection, dedicating some resources to those who recommend us might be the most powerful investment.

Standing Out
Barcelona Bus Turistic (Image)
Barcelona City Tour (Image)

Can you see the difference between these two city tour bus services?  They have the same price structure, run the same routes (in different directions), make the same stops, supply the same audio options, provide the same hop-on-off service, and each has an automatic canopy to cover the top deck when it rains.  Which one would you choose?

I would suggest this is a classic example where people matter.  When I rode one of these lines, the greeter was inattentive about our request for ear buds, the driver stopped twice for a smoke break, and we were all told to disembark at 8:00 PM, apparently closing time.  Maybe both services hire from the exact same group of candidates.  But I would argue that these individuals are clearly fluent in at least four languages and skilled providing customer service (or avoiding it).  In a country where unemployment is reaching 20% a job is not easy to find.  If one of these bus services created a culture of fun, empowerment, and appreciation for its team members it would swamp the other with the limiting factor being the number of seat available.  People matter.  These two bus services have proved that it is easy to copy features but more difficult to foster a community.

Scale
McDonald’s Restaurant US Store Locations

If you think you can win on price or location, make sure you are measuring the right competition.  McDonald’s restaurant chain has better national coverage than most mobile phone providers.  If you are getting into the fast food business it is best to understand scale.  If you are so unique that people will come to your location then scale is significantly less important.  Think how Ben and Jerry’s Ice Cream got its start.