This final stop has some important leadership lessons for your business.
And before I start, in all fairness, I will point out that this particular Charleston store had just opened its doors a mere two days before we stopped in to visit. Not that this excuses anything I'll share with you, but it helps explain part of it.
The store is just what the name suggests: a relatively small shop with about two dozen large metal containers of olive oil, balsamic vinegar, and specialty items like white and black truffle oil.
There are also some other food items like gourmet chef blends, stuffed olives, peppers, and sea salts.
The store is located on King Street, the main commercial street in Charleston, with lots of pedestrian traffic, although it does need a better storefront sign because we walked past it twice and we were actually looking for the place!
What Needed to Change?
As you've probably already discovered, once you're turned on to "our kind" of marketing, it's hard to look at an ad, a sales letter, or even an entire business, and not identify five or six things that could be immediately improved, things we would easily label as "low-hanging fruit."
And since it was both Lorie and I in the store, we took turns as we walked around, kind of like a marketing version of "dueling banjos."
