Two cafes, next door to each other. Sun’s out, plenty of passing trade, yet one thrives, one dies.
Bet you’ve seen this before?
What’s the explanation?
I’m partially responsible for this photo. I sat down, with my son for lunch when there were only two other tables occupied in the cafe on the right.
So why did I choose this cafe over the one on the left?
Because there were two other tables already occupied mainly. It helped they had a menu on display etc, but even like for like, I would have chosen the one on the right, because it was a safer bet.
Seth Godin spotted this phenomenen last year. He called it the 3rd guy. The video is self-explanatory.
What could you be doing on your business today (and no, I didn’t mean in) to get that third customer?
Momentum will carry you forward if you do.
We see this same phenomenon at trade shows all the time. One exhibit is empty, the other is thriving. And it’s often as you said — people stopped in the active booth because there was already activity in there. We have saying about it, “Nothing attracts a crowd like a crowd.” That’s why it’s so important to get that first booth visitor and start the ball rolling!
Great parallel Michael – I’ve seen that from both sides of the stand myself.
Us humans are a strange race aren’t we?
Thanks for dropping by.