The “Let’s Not Look Stupid” Test

In a riff instigated by the previous post, commenter Steve over at Tame The Web adds his entry to Guy’s list. Steve:

“I would add:

Find the barriers to customer service and knock them down.

Eliminate policies and procedures that don’t pass the “Let’s not look stupid.” test.”

The “Let’s Not Look Stupid” test is the seed of all of the cookie-cutter, undifferentiated, commodified “messages” that pummel us every day. Another way to say it: “If BigGiganticCo is doing it, it must be ok for us to do it as well.” This applies to marketing, infrastructure purchases, business models, etc.

Take the risk. Do something creative. Companies are made up of people. And people sometimes look stupid.

That’s ok.

Your customers will forgive (and perhaps even embrace) that humanity.

One Reply to “The “Let’s Not Look Stupid” Test”

  1. I am not sure I understand what you are saying. What I meant was that libraries have a tendancy to do things that their customers don’t understand and (rightly) think are stupid. Here’s an example from MPOW:

    Library patron has an arm full of books and takes them to the check out desk. During the transaction, she asks if she can place a hold on a book she’s been hoping to read, but which is checked out. Library circulation clerks are prevented by policy from placing the hold, because this is considered a “reference” transaction, which should take place at the reference desk. So, we have a patron who figures she’s finished with her visit, except that we make her go back into the building to place this hold. That does not pass my “Let’s not look stupid” test because well, it makes us look like we are stupid.

    That’s the kind of thing I mean, and it’s rampant in many public libraries. Inane policies, which make the institution look stupid and which result in barriers to good customer service.

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