Ex-lawyer turned relationship coach

Humpty Dumpty Had A Great Success

It’s 1937 and the Humpty Dumpty supermarket chain has a problem.

First, the shopping baskets are small and get filled too easily.

Second, the shoppings baskets cost a lot of effort to carry.

Third, if customers can’t lug around the shopping basket or fit any more groceries inside it, they walk to the checkout and stop shopping.

Sylvan Goldman, the owner of the chain, got to work.

A year later he invented the shopping cart.

More than thrice the size of a basket. And effortless to push around the shop.

Convinced people would love it, Goldman started mass producing his new carts and lined them outside every one of his stores.

Giddy with excitement, the inventor drove to his local Humpty Dumpty on the day of the launch and waited for the first customers to arrive.

But everyone ignored the carts.

Men thought it made them seem girly. And women thought it was a chore.

People hated the carts.

Except for the elderly. Which only tainted the reputation of the rollings baskets even more.

Not going down without a fight, Goldman launched his final campaign.

He hired young actors and actresses to parade down the aisles of his shops while pushing around a shopping cart.

To top it off, an employee was placed at the front of the store whose only task was to talk to the incoming shoppers.

“Excuse me. Would you like to try one of our new shopping carts? Everyone is using them.”

You already know what happened next.

80 years ago mister Goldman knew what many of us still don’t know today: people don’t make choices based on what they need, but on how they feel.

Here’s my question to you:

How does what you’re selling make people feel?

By Jeroen Elsing
Ex-lawyer turned relationship coach