“This is a simple game. You throw the ball. You hit the ball. You catch the ball. Got it!”
Skip – Bull Durham
We were recently in a Dazzling Blue meeting with a client, a meeting where the focus is on the remarkable small space between ordinary and extraordinary when designing and delivering a “Dazzling” client experience.
The conversation centered around a batch of new client experience ideas. One element of the meeting that was quickly glossed over was the standard deliverables, what the meeting leader referred to as “table stakes”. In my sketchnotes, I rapidly drew a stop sign, followed by an exclamation point. “Can we go over the current delivery of your basics, those parts of the product/service expected by the client?” You can’t brush the basics under the rug when talking client experience if you want to be DAZZLING. You have to be a master of the basics. You have to look at the basics as the heartbeat of what you do.
At Disney, they are always looking at the next big thing, the next must-see attraction. In fact, since the 1971 opening of Disney World, new attractions multiply like rabbits. EPCOT, Disney Hollywood Studios, Typhoon Lagoon, Animal Kingdom and the 2017 opening of Pandora- The World of Avatar. Despite the entertainment push, Disney focuses like an electron microscope on their table stakes, their basics. Let’s just look at one, CROWD CONTROL.
I grew up in Southern California and a trip to Disneyland was an annual staple. I can remember my mom telling all us over-excited kids to remember, we parked in BAMBI. The control of the massive number of guests that visit the parks (+/- 150,000,000) is a power basic for the Disney guest experience.
What does a real focus on “table stakes” look like?
- An underground command center that monitors all things related to the guests and can give real-time responses. A yellow warning light at the Pirates of the Caribbean ride generates a call to launch more boats. The length of the line at certain food concessions generates a call to open more registers. Fantasyland a little crowded, send a mini parade to will shift the guests to Tomorrowland.
- Anticipate the impact on your basics. Disney tracks weather on satellites. It looks at hotel reservations, airline bookings, and park history to anticipate needs.
- Long line at an attraction will generate a character interaction. Hey, there’s Mickey!
Every “basic” impacts the product and when the product is “happiness” you better strategically pay attention. At Disney, table stakes are a science.
So, take a long hard look at those things that make up the primary stuff. At McDonald’s, it’s consistency. Is every Big Mac the same? Better be sure before you introduce a new sandwich.
Your table stakes are the heart and soul of your current reality. Before you add a bow, make sure the package is well wrapped. Remember you are judged on a daily basis on how well you stick the basics!