Martin and the Manhattan
A lesson about creating transformative experiences for our clients learned while sipping bourbon in Amsterdam…
I’ve been celebrating my graduating girl by exploring Dublin, Paris, and Amsterdam together.
In Amsterdam, I met Martin who was holding court as he mixed up potions for his enthralled audience.
Martin is into the craft of bartending. Like, REALLY into it.
When he asked me what I liked to drink (interesting in hindsight–he didn’t ask what I wanted to order)
I said that I like Old Fashioned’s.
It’s the only drink I ever remember my Dad ordering, which is a big part of my love for them.
Whenever I am celebrating and wish my Dad were there with us, I order an Old Fashioned.
Martin’s response: Ah, you like bourbon, do you?
Me: Yes, I do
Martin: Well, have you ever experienced a Manhattan?
Me: No, I haven’t.
Martin: Well, you are in for a treat. Do you trust me to create something amazing for you?
Me: Um, well, of course. (I mean, what else can you say to that?)
What ensued was a riveting narrative about the Old Fashioned, the perfect balance, why most people can’t get the balance right, why cherries don’t belong, something about 3 types of the right kind of bitters…
…which ultimately led into the presentation of an award-winning Manhattan recipe Martin had created and was now unveiling to me on a barstool in the Netherlands.
It was stunning—unlike anything I have ever seen emerge from behind a bar of a hotel lobby.
When I asked Martin what the inspiration was behind his creation, he shared:
“When I created the concept for this drink, I thought…
Christmas with rosemary roasting in the oven
Family barbecues and loved ones laughing around the pit
…All beautiful memories
That is where I want to transport you when you breathe this in…”
Which is exactly what I was experiencing…
camping with my family
the warmth of the bourbon hitting my noise
Martin went on…and, here’s the lesson around creating experiences:
“The problem (for creators) is that you get lost in your own *^%$ing creativity.
You have to remember the point.
The point is how are you transporting this person?
Where are you taking them?
What is the TRANSFORMATION, you know?”
YES. YES. YES.
This applies to everything we create…
The online course you are creating
The webinar you are hosting
The conversation you are having with a client
Where are you transporting them?
They are HERE and they want to get THERE.
Getting lost in our creativity sends us off on tangents.
Getting lost in our creativity has us put too much content (ingredients) in and it overwhelms our audience.
The transformation…the movement from here to there…that is the whole point.
Focusing on the transformation is how you create exactly what your audience wants…even, if they didn’t even know that it is exactly what they wanted.
It’s also exactly what we focus on when discovering together how to land big ticket, highly invested clients in the Get Corporate Clients Masterclass.