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Chapter 1 – Pivot?

Pivot began as a 5 – 7 minute speech I presented for Toastmasters International. The challenge was to present the concept with words and not images. Writing this booklet has made me grateful that I can now use “1000 words” to show below the model that influenced Pivot.

Professor Noriaki Kano¹ graphed customer experiences. The relationship between the Basic (Line 1) and Delighter (Line 2) Experiences particularly caught my attention. At first, I thought they were reflections of each other but, upon looking closer, I noticed they could be spun or pivoted so that Basic Experiences could become Delighter Experiences. In other words, you could turn an old playground into a real Treasure Island.

Basic and Delighter Experiences

Upon looking at the Basic and Delighter Experiences for the first time, I thought about going to the bathroom. I remembered a time when I drank too much Diet Coke in a Toronto library. “Nature’s call” was inevitable. I walked like an Olympic race walker to the men’s room only to find that it was “out of order.” What frustration! I had to leave the library and run to the nearest shopping mall. Working bathrooms, to me, nicely illustrate the Basic Customer Experience. The absence or lack of presence (negative “x” values) of non-working toilets angered me (negative “y” values) but I’ve never been excited or delighted (positive “y” values) to find a working bathroom (positive “x” values). Look at Line 1 on the diagram; the Basic Customer Experience never goes into high satisfaction even if the attribute is present or functioning.

Contrast this with the bathroom experience I had at Toronto’s Real Sports Bar. My favourite National Football League team – the Pittsburgh Steelers – were driving toward a touchdown but I wasn’t going to be able to hold my beer due to all the endless timeouts. I was going to miss out on the big play; however, upon entering the bathroom, I noticed that there were flat screen televisions in the bathroom. I never missed a thing and, yes, the Steelers did score. This is the Delighter Relationship. I wouldn’t have been upset (negative “y” values) if there were no televisions in the bathroom (negative “x” values) because I didn’t even expect them; however, their presence (positive “x” values) delighted me (positive “y” values). This is shown by Line 2 on the diagram. There is no opportunity for dissatisfaction but, in continuing to add surprise, the delighter factor is not limited.

The objective of Pivot – as exemplified by using bathrooms in both examples – is to look for ways to convert Basic Experiences into Delighter Experiences.

Two Truths

There are two important truths:

1.It’s important to consider “basic” in its most complimentary form. Think “essential” instead of “rudimentary.” The bathroom televisions would be useless if the toilets were plugged up and out of order. This is why we have to earn the right – by mastering basics – before attempting to pivot. It’s ironic that the provider, not the recipient, must earn the pivot. Principle 1 – Pivots must be earned.

2.In time, Delighter Experiences will become Basic Experiences. I think that, even now, my bathroom television example is losing its luster. It’s no longer unexpected by many sports bar patrons. Another obvious example is the hotel business. When Isadore Sharpe of the 4 Seasons hotel chain first placed shampoo² in his hotel rooms, it was a Delighter Experience; however, this has long since become a Basic Customer Experience.

Return to Treasure Island

Pivoting involves converting Basic Experiences into Delighter Experiences. In the Treasure Island story, our family was on our way to a pretty unremarkable playground but my dad pivoted and made everything wonderful. Kim and I would have been disappointed if our family outing – that beautiful July afternoon – was cancelled but we weren’t thrilled to be going to a “generic swing and slide park.” By throwing a few coins on the ground, a pivot occurred and the park truly became Treasure Island to our great delight.

My dad earned this pivot. My parents loved us unconditionally and provided the necessities of life. A negligent or uncaring parent trying to buy his children’s affection by throwing money on the ground is inauthentic. Instead of making a wonderful experience, the negligent parent could actually cause harm. An article that appeared in The Globe and Mail on Halloween 2011 quoted clinical hypnotherapist David Samson on the root of the fear of clowns: “As people wear masks and dress up … you cannot read their facial expressions or body language.”³ The fear is inauthenticity. What emotions are really lurking behind the clown’s phoney smiles? Successful pivots are earned through authenticity and not erratic inauthenticity.

Training and Pivoting

I challenge myself to pivot once per training session and, if the session lasts multiple days, then the goal is to pivot at least once per day. This booklet is intended to help trainers pivot from delivering Basic Participant Experiences to delivering Delighter Experiences. In using the term “training,” I’m referring to both Instructional Design and Facilitation. Both roles have numerous pivot opportunities.

The “why” and “how” are coming but first we should examine the Basic Training Experience. Mastering the Basic Training Experience creates authenticity.