What is You Doorman Value?

⭐ What is your 'Doorman Value'?

A question inspired by the the 'Doorman Fallacy'

A term coined by legendary advertising executive Rory Sutherland.

If you are in the C-Suite; a leader with a functional budget; any individual in an organisation in fact.

Know it.

It talks to the binary and misguided approach to cost cutting and undervaluing the value delivered by the human touch.

Something most businesses and AI companies are obsessed with currently.

If you assess the pure overhead cost of a doorman opening a door to your hotel for example, then its easy to compare this cost with that of an automatic door opener and replace the doorman.

Of course the doorman’s true value, in most cases, is so much more than that.

They are the face of the hotel - the unofficial human identity.

They know the regular customers.

Making them feel valued before they've even set foot in the building.

They know the neighbourhood and the great places.

They can grab an umbrella if its raining.

The list goes on.

The value of this human element and value can't be quantified.

Until it's gone.

The impact might not happen immediately.

But it will happen.

How do you measure a slow, but constant erosion in trust as an organisation?

How do you measure the slow but inevitable erosion of customers caring about your brand as they silently disconnect?

But our NPS scores are great....

Spare me.

Now knowing, curating and bringing to life your unique, authentic and distinctive human identity and value proposition, doesn't guarantee you don't end up being replaced or removed.

But in an era where there are 'electronic door openers' frantically being created for nearly all roles.

It will give you best chance to survive and thrive.

The organisations that get it, know that being more human will be a competitive advantage in this new era.

So be the great at opening the door,

⭐ But as a HUMAN BEING - bring so much more!

It will be difference between being a brand and being a commodity.