Reasoning behind 'You are the dark knight' story.

1. Copyright © byMarekGolebiowski.Allrightsreserved."
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You are the dark knight !
https://youtu.be/qtPmtWZNCG8!
Marek Golebiowski!
@StoryReasoner !
M

2. Copyright © byMarekGolebiowski.Allrightsreserved."
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-Endgame-!
Grow visits to Mʼs restaurants between midnight and 6 am.!
Who are visitors to Mʼs restaurants?

3. Copyright © byMarekGolebiowski.Allrightsreserved."
Tom visits Mʼs restaurants.!
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Tom is 36 years old."
He repairs cars and earns over £100K annually. "
He is married and has two daughters: Kate, and Jessica. "
Tom visited Mʼs restaurants every day for 6 months. "
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Letʼs extend the period of analysis to 10.5 years…."
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*1.4 = [180(6*30)]/[126 months(6+10*12)]."
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Average monthly usage over 6 months is 30. !
So Tom is a heavy customer.!
Average monthly usage over 10.5 years is 1*. !
So Tom is a light customer.!
Who is Tom? !
Source: A real story with personal data changed.

4. Copyright © byMarekGolebiowski.Allrightsreserved."
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60% of people visit Mʼs restaurants up to two times a month.!
Tom is just one variety of them…!
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zero!
one!
two!
three"
four"
five"
six"
> six"
People visiting restaurants "
Heavy visitors (29 per cent) "
Light visitors (60 per cent) "
What is the cause of visits to Mʼs restaurants? !
Source: Sharp, 2010. "

5. Copyright © byMarekGolebiowski.Allrightsreserved."
eat
drink
pee
meet
work
wait
use the net
charge batteries
time
space
people
How do you build memories that cause visits?
jobstobedone!
visiting situations !
Memories"
Source: Christensen and Raynor, 2003, & Sharp, 2010. "
visiting situations !
jobstobedone!
Visits"
Peopleʼs memories cause visits to Mʼs restaurants. !
Some memories cause visits but all visits build memories.

6. Copyright © byMarekGolebiowski.Allrightsreserved."
Build more distinct and available memories.!
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Mʼs memories growth due to its share growth in Peopleʼs memories "
Peopleʼs memories ≥ Peopleʼs visits. "
Mʼs memories growth due to Peopleʼs memories growth "
Mʼs memories ≥ Mʼs visits "
jobstobedone!
visiting situations !
éMeaningful "
éRelevant!
éGiveandtake"
éConsistency "
Distinct!
Available!
Relevant situation triggers your desire for jobs to be done. !
Meaningful job is the end result of the job, not how the job is done."
Consistency means that the end result of jobs is not situation dependent.
Give and take situation is if Mʼs does jobs you wouldnʼt expect from it."
How do you make memories more distinct and available?
Source: Cialdini, 2006, Christensen and Raynor, 2003, Medina, 2014, & Sharp, 2010. "

7. Copyright © byMarekGolebiowski.Allrightsreserved."
Solve peopleʼs hidden problems.!
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Give people Excuses for visiting.!
People are ashamed of visiting Mʼs, but they still do visit."
Show Real Causes of visits in your ads.!
People donʼt visit Mʼs for gourmet food, but Mʼs talks as they do."
Greet them with Bat Lights and Rickshaw Taxis. !
Mʼs employees donʼt know which Mʼs are open 24/7. "
You canʼt expect customers to know more about Mʼs than its employees."
Distinct! Available!
What are the winning moves?
Source: My field observations and analyses.

8. Copyright © byMarekGolebiowski.Allrightsreserved."
-The Winning Moves-!
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Mʼs memories growth due to its share growth in Peopleʼs memories "
Peopleʼs memories ≥ Peopleʼs visits. "
Mʼs memories growth due to Peopleʼs memories growth "
Mʼs memories ≥ Mʼs visits "
jobstobedone!
visiting situations !
Safe House "
Excuses!
RickshawTaxis" Bat Lights "
Distinct!
Available!
Relevant situation – give Excuses for visiting Mʼs restaurants. "
Meaningful job – show them that Mʼs restaurants are Safe Houses."
Consistency – Bat Lights make Mʼs restaurants visible from several kilometres.
Give and take – transport people by Rickshaw Taxis to Mʼs restaurants. "
-You are the dark knight - Movie!
https://youtu.be/qtPmtWZNCG8!
Source: My field observations and analyses.

9. Copyright © byMarekGolebiowski.Allrightsreserved."
References. !
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Christensen C. and Raynor M. (2003) The Innovatorʼs Solution:
creating and sustaining successful growth. Boston: Harvard Business
School Publishing. "
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Cialdini, R. (2006) Influence: the psychology of persuasion. New York:
Harper Business. "
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Medina, J. (2014) Brain Rules (Updated and Expanded): 12 Principles
for Surviving and Thriving at Work, Home, and School. 2nd ed. Seattle:
Pear Press."
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Sharp, B. (2010) How brands grow: what marketers donʼt know.
Melbourne: Oxford University Press."
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