BRX Pro Tip: Being Effective vs Efficient
Stone Payton: [00:00:00] Welcome back to BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk a little bit about this idea of being effective versus being efficient.
Lee Kantor: [00:00:12] Yeah. I think in business, a lot of times we focus too much on let’s try to find the most efficient way of doing something rather than the most effective way. And a lot of the automation and technology kind of is the the impetus behind that. We can lean on so much technology, we can get stuff done a lot faster. But we don’t kind of really appreciate the underlying risk to doing that and the impact that that’s making.
Lee Kantor: [00:00:39] I just recently read a book by Rory Sutherland called Alchemy, where he talks about this in terms of an automatic door versus a doorman. Both of those things open a door. But the experiences are totally different, right? There’s one way of opening a door where you just walk up and the door opens and you’re like, “Wow. I can get in the building.” Another thing is, you walk up to a building, somebody holds the door open, they welcome you, they ask you where you’re going. That’s another kind of experience.
Lee Kantor: [00:01:11] So, you have to decide what is the experience and what is the positioning and what is the brand that you’re trying to say by that activity? Are you somebody that is an automatic door where they may or may not need you? It doesn’t matter whether someone’s there. Or is your brand something that has a doorman where there’s a welcome, there’s a human interaction, it’s human to human. And that’s telling a different story. So, the most efficient solution isn’t always the most effective solution in your particular case. And you have to ask yourself, what is the story you want to be telling to other people and what is the story that you want other people to be telling about you?
