Thoughtfulness in a toy shop —Issue 30
Hey there good looking, drinking good coffee, hopefully sat reading this email in a Good Space…
Welcome to Issue 30 of What Makes Good. I hope your 2025 has gotten off to a flying start!
Jamie
5 THINGS TO CLICK ON
[Things we’ve come across that we’ve found inspiring or helpful]
There’s so much to admire about Surreal’s approach to marketing.
[Marketing - 7 mins]
2025 is the year of the small, independent business.
[Strategy - 2 mins]
Busting some of the myths about finding your purpose.
[Personal Development - 7 mins]
Show don’t tell.
[Marketing - 1min]
5 productivity traps that might be holding your business back.
[Productivity - 3mins]
NOTE TO SELF
[A short riff from Jamie on life, creativity, startups and everything in between.]
This is Chalkboard.
They are a toy shop on the Northcote road, and they are one of the best examples in all of London of what Will Guidara calls ‘unreasonable hospitality’.
They prove that indie businesses can do it just as well as big corporate chains. In fact maybe better. Because hospitality has nothing to do with your budget, but it has everything to do with how much you care.
And trust me, these guys care.
To explain...
They understand that most people shopping for toys are parents themselves. Invariably you’re there with your kids. And that’s stressful.
Small children are chaotic and unruly (certainly mine are), and it’s very easy as a parent in a shop to feel like you’re a nuisance.
The moment you step through their front doors they make you feel welcome.
• They’re on the front foot making suggestions for toys (based on the exact child you describe).
• They’ve got two stations set up for kids to play with toys (so they’re entertained whilst you’re shopping).
• Chris and G always host your kids with warmth and a sense of humour (plus they’re always armed with free stickers - a big hit!)
• Free wrapping service and paper (with loads of fun paper options)
I could go on and go.
But the point is it’s impossible to visit that shop and not experience a sense of graciousness and generosity.
They don't have a big budget. They don’t even have a website.
What they do have is a string of evangelical customers who, given half a chance, will chew your ear off about how great Chalk Board are.
Will Guidara cites this famous Maya Angelou quote when he talks about hospitality:
‘People will forget what you said, people will forget what you did, but people will never forget how you made them feel.’
You walk into Chalk Board feeling feeling stressed (& a nuisance)
You walk out of Chalk Board feeling grateful, happy, relieved.
Not bad for 15 minutes in a toy shop on a Saturday morning.
The phrase ‘unreasonable hospitality’ was coined from Will Guidara’s book - which is the focus of a book club that Will James and I are hosting on 31st Jan. Anyone who is keen to come, we’d love to have you along.
We’ll be talking about the story of the book, its core principles, and how you can apply them in your own business.
The best thing about it is you don’t need to have read the book.
But there are only 4 tickets left.
THE DEPARTMENT OF SILLINESS
[A very important department.]
THE DEPARTMENT OF INTRIGUE
[A rather curious department.]
From @milanicreative
This graphic made me think of the Craig Groeschel quote: ‘We impress people through our strengths, but we connect with them through our weaknesses.’
If that quote is true, how might it affect our approach to building a brand? The answer will completely depend on your context. But it’s a fascinating question.
THANKS FOR STOPPING BY
From the deliberately wonky minds at Goodspace.