Marketing Tips from Hell's Kitchen
Mensch" by Dina Beach Lynch
Anyone else obsessed with Gordon Ramsey and Hell's Kitchen? It's one of those
reality shows (OK, so it's not Masterpiece Theater) where contestants attempt to
win their dream job- running a million dollar restaurant in Las Vegas.
During the season finale on Monday I realized they had cooked up some fairly
good lessons for mediator/marketers. Taste these and see how you like them:
Have a Vision
Chef Ramsey challenged each of the final two contestants to create their vision
of a Vegas restaurant from the menu's signature dish right down to the linens
and wait staff clothing. Each piece was meant to work flawlessly with every
other to create a perfect experience.
If you want to have a thriving mediation practice, you need a vision of what
experience you want to create for your disputants. What will the overall
experience be like? Be specific. Will you have an opening ritual, have candy, or
use aromatherapy? Whatever you choose will help differentiate you in the market
(within reason people).
I heard of one firm that has it's offices in a forest with a terrific view.
Mediating in such a lush, calming setting sets the tone for successful
mediations and clients pay for that experience. What sets you apart from the
crowd? What's your vision, your signature dish'?
Be Your Own Kind of Leader
I've trained thousands of people and at each training I say there's not one way
to be a good mediator. Each person develops their own style. Some of the
aspiring chefs (like Virginia) got into trouble when they tried to use Ramsey's
loud, foul, bullying style to run their kitchen crews. They failed to be their
own kind of leader.
Mediator/Marketers have to take the best of what's available and make it
relevant in the world of DR. I've had great success with much of the techniques
I've borrowed from mainstream business (blogging, article syndication, online
PR) but I've also had my stinkers (including the current design of
ADRPracticeBuilder.com It's getting an extreme makeover soon!) I'm becoming more
of my own kind of mediation marketing leader.
Eat Your Own Cooking
Translated that means believe in mediation, in general, and your own services,
in particular. You can and do help people. You've seen how deeply satisfying and
cathartic mediation can be for people. You know the power of hope and
communication. Don't hold back. Believe it. Say it. The word will spread. Would
you try a new restaurant if no one, not even the chef, said it was good?
Probably not. (Taken from another perspective, this tip might also mean
experience what it's like to be the disputant. I have. It's very enlightening.)
I'll miss Chef Ramsey
Try. Fail. Learn. Grow.
About The Author
Dina Beach Lynch, is a Ombuds and CEO of Boston-based WorkWellTogether.com, a
coaching and consulting firm that helps companies with fewer than 200 employees
resolve internal conflicts. Dina is a serial entrepreneur who loves marketing
and technology. More articles of interest can be found at her mediation blog
"Mediation Mensch" at http://mediationmensch.blogspot.com/.