One of my favorite business concepts made famous by Danny Meyer.
In Meyer’s book Setting The Table, there are so many transferable takeaways to the world of advertising and marketing.
In the chapter Turning over the Rocks, Danny showcases his unique approach to hospitality, applicable to both a $20 meal at Shake Shack or a life-changing culinary experience at one of his fine dining establishments.
Here’s a simple breakdown of the ABCD concept:
“Always be collecting dots so you can always be connecting dots.”
“Always Be Collecting Dots” means continuously gathering and connecting information from interactions with others. This practice helps in building meaningful connections with your customers and gaining an edge against your competition.
Simply put, to gather dots, listen more than you talk. Stop focusing on yourself and ask a few good questions to find out more about the other person. Each interaction is an opportunity for learning.
It’s also key to capture this information in a centralized place (like a CRM) to ensure your team can use the early learnings in future interactions.
Building relationships through genuine interest in others’ stories creates a personal network effect. It’s also what drives loyalty to businesses (restaurants, in this case) and can enrich an overall experience.
This concept is simple and can be applied to any business in a very tactical way. From a marketing perspective, I believe doing the little things well can lead to a massive competitive advantage over time.
Community management, website optimization, CRM/email marketing, and creating a personalized and thoughtful customer journey are all key areas where small, consistent efforts can make a significant impact.
My biggest takeaway is just how important it is to know your customer. And that goes beyond knowing the "persona" of your customer. But quite literally, getting to know them and ensuring that they know that you value their business and will do whatever it takes to make their experience the best it can be.
I’ve always struggled with dense business books. They never quite click for me, and the takeaways often feel too abstract. But "Setting the Table" has always been a favorite because it’s so practical. Danny Meyer's advice and stories feel relatable and doable.
I truly believe that the little details in advertising and marketing make the biggest difference. It’s not just about huge campaigns, flashy website redesigns, or massive media budgets. When done right, small, everyday tasks can have a huge impact on your business. Often, genuine care and attention to these details set you apart from the competition and turn the ordinary into something special.
Simple actions like community management, email marketing, and customer success efforts can reshape how your business is perceived. Excelling at these small tasks builds positive customer sentiment and often comes at little to no additional cost.