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How to get us to earn our attention, trust and business (review of Think Say Do)

Would you close your store on Black Friday and turn away customers online?

Outdoor retailer REI Co-op launched #OptOutside in 2015 so customers and employers could head outdoors during one of the busiest retail days of the year. Along with closing all 157 stores and giving its 13,000 employees a paid holiday, the company doesn’t process online payments.

This year, the company’s adding a call to action that invites everyone to join one of 11 organized environmental clean-up projects on Black Friday.

More than 15 million people, and more than 700 organizations, have so far joined REI’s anti-shopping movement.

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REI launched #OptOutside with an ad campaign starring their former chief executive officer sitting at a desk on a mountaintop. “We believe a life lived outside is a life worth living. We’d rather be in the mountains than in the aisles,” said Jerry Stritzke.

Ron Tite, author of Think Do Say and founder and CEO of marketing agency Church + State, thinks REI is genius for closing while competitors slash prices, roll out special promotions and spend big bucks on advertising in an all-out war to gin up pre-holiday spending.

think do say“REI shut down on its busiest day of the year and actually grew revenue in the process,” says Tite. “They got consumers to look. They established trust in the brand. The result was incredible momentum and growth, all because everyone from the CEO to the cashier were aligned on what they thought, what they did and what they said.”

Alignment gets you noticed in an increasingly chaotic world where we no longer know where to look or who to trust. The marketplace is flooded with products and services clamoring for our attention and wallets. At the same time, we’re witnessing a massive breach of trust in consumer marketing.

“Great brands, great companies and great leaders are based on what they think, what they do and what they say. When all three of those pillars work together, people look up. Getting them to do that has never been more difficult.”

The first pillar is the most important. What do you think? Believe in something greater, says Tite. “Go beyond the rational. Explore the emotional. Start with purpose.” REI believes that a life outdoors is a life well lived. Closing on Boxing Day aligns with what the company believes. To borrow a line from Bill Bernbach, “a principle is not a principle until it costs you money.”

Once you’ve defined your brand belief, figure out what to do to act on that belief and then how to say it.

“If you believe in something greater and you behave in a way that reinforces that belief, it’s worth talking about. And if you’re going to talk about it you should say it in a way that gets as many people onside as possible. Just state what you believe, say what you do to live it and say it in an authentic and memorable way.”

Misalignment in what you think, say and do can lead to trust-killing integrity gaps. “Do your best to avoid them, but own them when they occur because what you do immediately following an integrity gap will say more about your character than what you did before.”

Deciding what to think, do and say is hard work but the payoff is worth it, says Tite. You’ll earn our attention, trust and your business.

Need more proof? REI’s announcement that it was closing on Black Friday generated 6.7 billion media impressions and 1.2 billion social impressions. Co-op membership has grown 31 per cent since 2014 and the company’s achieved a 20 per cent five-year compound growth rate.

This review ran in the Nov. 23 edition of the Hamilton Spectator. I serve as communications manager with McMaster University’s Faculty of Science, live in Hamilton and have reviewed business books for the Hamilton Spectator since 1999. Reviews are archived here.

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