seth godin newsletter


One at a time, over and over

It’s 2018, a special night out. The restaurant shouldn’t have been as disappointing as it was. The room was beautiful, the staff was trying hard, the menu was ambitious–and yet it fell flat.

I realized that the problem is one that many of us face:

All shift long, there’s a lot to do. Another plate to fire, another customer to serve, another plate to clean. And yet this customer doesn’t care about all of that. For any given diner, this may very well be the only time he or she will ever eat here. For any given diner, this dish, this interaction–that’s the only chance you’re going to get.

It doesn’t matter to them that you have 100 tops to serve in the next hour. It doesn’t matter that the last week’s worth of customers all left happy. To this customer, there’s just this one time.

Over and over.

Just this one time.

Over and over.



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