“Or they’d kill themselves.”
I spent the weekend in Taos Ski Valley, which has some of the steepest and longest runs in the country. And, they have a world-class ski school and great services for all types and ages of skiers. It’s more than snow and mountains - it’s a top-notch customer-loyalty system. But, what started the whole system?
Passion. The founder Ernie Blake poured his spirit and his funds into developing the valley. He was tough and single-minded (by all accounts) and yet encouraged (browbeat?) a lot of others to help develop the area in a way that didn’t destroy the very reasons it’s unique. He had a vision and the ability to execute (a pretty rare combination.)
(It also helped that his wife was right in there with him, squeezing nickels until they screamed. She still lives in the valley in a modest apartment over one of the shops.)
Turning problems into opportunities.
1. Fifty years ago, Blake started the ski school because otherwise his customers would “kill themselves” on the extremely steep slopes. Which, of course, wouldn’t be good for business. Now, the school is a major draw for all ages.
2. Taos is difficult to get to - no airport, no major interstate. So, they market that it’s low-key, uncrowded, and relatively inexpensive. It’s a destination for serious skiers (and whole families - people feel safe letting the kids ski alone.)
So, how can you (we) help our customers “not kill themselves?” And, what problems could be flipped into opportunities, with a little creative marketing?
Tags: marketing troubleshooting, marketing, entrepreneur sanity check, business development
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