Seth Godin has an interesting post entitled "Random Travel Thoughts" and it got me thinking about innovation and how the travel industry is about as innovative as a bucket of boiled beets (don't get me wrong, I love beets ... pickled beets, beets in salads, sour beets ... but there is only so much you can do with a bucket of boiled beets).
Why is that? Seth talks about the theater of travel. Wow, what a concept. what if we focused on the travel experience being more like theater. The experience from the time you make your reservations to the time you get to your location. Right now everyone thinks that travel is about getting on the plane and landing. But the entire experience is different. It lasts longer.
Right now airports with their cruddy chairs and poor design seem more like a ugly coffee shop. What if Starbucks said "we'll make coffee and then serve it in crappy coffee shops"? How well do you think that would have worked in terms of innovation. It wouldn't. Starbucks would be lost to some irrelevant past. Starbucks is about experience not about coffee. Starbucks stopped thinking like a coffee shop and started thinking like theater.
The travel industry needs to do the same thing, stop thinking like they have been and start thinking like some other industry.
In fact, so do you. As someone once said "the thinking that got you here is not the thinking that will get you to where you want to be."
So think different, be more creative, think like someone else, some other industry ... get out of your box. What aspects of theater can you put into your business ... think about that.
- See you on the wire