Fetch Is So Outdated

As many of you know, I have a dog named Fritz.  Fritz is very worldly in the ways of business and periodically weighs in on things.  Today, he wants to discuss the games Fetch and Fetch 2.0 (for lack of a better name).  Most dogs play fetch – you throw the toy, the dog gets it and brings it back.  Not unlike your customers: you put out a product or service, they buy it and then come back for more.

Fritz, on the other hand, plays a different game.  When one throws the toy to Fritz, he goes to it, and then you are suppose to go to him so you can play a little tug, and then he runs away.  The game is then to follow him to the next place where you get to throw it again. Now some would say that Fritz never learned to play the game (or that we are over-indulgent with our dog but we won’t mention that) but I say this game is better and is more like your customers today.

Why is it better?  Well, as the person throwing the toy, I throw the toy, hang out for awhile and then get to throw it again in traditional Fetch.  With Fritz, sometimes I’m throwing, sometimes I’m chasing, sometimes I’m tugging, but I am always interacting with him. And sometimes I go the other way and get in front of him which changes the direction.  I get as much out of it as he does.

Sure there are days I wish he would just play fetch and let me do something else while we play. But the reality is that isn’t his game and he isn’t going to play it.  Neither do my clients.   The best days with my clients are the ones where I get to change the direction and show them something new.  But the days I still get to interact are important too.

So what are you doing with the new game?  Are you still waiting to see if someone will just play fetch?  Or are you ready to join us in playing this new game – and adding to the interaction?