The Week: Best of the blogs - ease wins out over quality

One day I plan to publish a competitor to the Guide Michelin called the Guide Sutherland. It is designed to be a superlative guide to food as we really like to eat it.

Rather than obsessing about quality ingredients and subtle flavours, it will answer the important questions about a restaurant. Questions such as "does it do takeaways?" and "is there a drive-thru lane?".

You think I am joking? In which case, answer these questions. 1) What is the best restaurant you have ever been to? 2) How often have you eaten there?

My guess is your answer to Q2 is no more than ten times. In which case, ask yourself why, if this restaurant is so damn good, you have not eaten there more often than at, say, Wagamama or McDonald's?

My contention is the ease and choice of delivery mechanism makes more difference to us than we ever care to admit.

I am repeatedly discovering something that will come as a surprise to conventional marketers, and comes as a surprise to me. In determining the size, breadth, nature and reaction of your target audience, the medium of engagement is often more important than the "core product offering".

Maybe you only need the hard sell because your product isn't easy to buy. People love easy more than they love cheap. As Bob Dylan says in Brownsville Girl: "People don't do what they say they believe, they do what's convenient and then they repent."

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