Good morning, Believe Nation! Today’s message is Create Memorable Experiences. Over to you, Juergen Klopp.
♫ I wake up every mornin’, ♫ Entspresso keep me goin’
Interviewer: How would you describe your footballing philosophy?
Jurgen Klopp: Lively. I think it’s, it’s not the smartest way, I know,
Interviewer: Success is the smartest way.
Jurgen Klopp: Yeah, that’s how it is, successful, it’s cool too, but first of all, having memorable games, in a row, that’s my first target, that the people really want to see the next game, you leave the stadium, you want to see the next game, you can’t wait for the next game. That’s what football should be. And if you can do this very often, then you will be successful, 100%.
“Maving memorable games, in a row, that’s my first target, that the people really want to see the next game” – Jurgen Klopp
Evan: So I think this is a message that entrepreneurs can learn from too. I think that we want to create memorable experiences in our business. I think you should be excited about the work that you’re going to do every day.
And yes, you’re going to have bad times, and not everything is going to be amazing and rosy, but, at the end of the day, you should be excited about the work you’re doing. You should feel like the work that you are creating is valuable, is important, is memorable, that what you did today is going to matter.
I think that’s why a lot of people become entrepreneurs is because you want your work to matter, because you don’t want to work for the man, you don’t want to work at some job where you’re not important, where you’re not havin’ an impact.
And so I think, if you are not in that situation where you feel like the work that you are doing is important, is meaningful, is valuable to yourself and to the community, to the people around you, to you customers, then that’s when you need to start to change something.
“You should feel like the work that you are creating is valuable, is important, is memorable, that what you did today is going to matter.” – Evan Carmichael
I think a lot of entrepreneurs who go in to business just try to make a lot of money, those are the ones who fail, because they’re not tryin’ to have an impact, because they’re not tryin’ to create something memorable, because they’re not tryin’ to create something that they can show their grandkids and say, “Look at what I did. “Look at what I created. ”
Look at the impact that I had.” That needs to be part of your motivation, that every day you wake up and you’re doing something that’s going to matter to somebody. It fuels you. And I think if you look at yourself in the mirror for too many days in a row, and you find that the work you’re doing is meaningless, is not really havin’ a big impact, then you owe it to yourself to make a change.
You owe it to yourself, you owe it to your family, you owe it to your community, you owe it to the world, to make a change. To do something different. And you apply the same strategies, same mindset mentality to everything that you do.
You apply it to your relationships, you apply it to your friendships, you apply it to your life. You want the time that you spend on anything to matter. And one of the things that I routinely do is a self-audit, at least every couple months I’ll do a self-audit, and look at where am I spending my time, and does it matter?
And the more that I’m spending time on things that don’t matter, that don’t matter to me, that don’t matter to other people, it’s not having an impact somewhere, then I drop those things and move on to something else. And you owe it to yourself to take the greatness that’s within you and create something amazing with it and stop spending time on things that do not matter.
If you spent more time on creating amazing and memorable experiences, you’re going to feel more fulfilled, you’re going to feel more successful, you’re going to have a lot more money, and you’re going to make a much greater impact on the world and the people around you.
“You owe it to yourself to take the greatness that’s within you and create something amazing with it and stop spending time on things that do not matter.” – Evan Carmichael
So the question of the day today is, I’m curious, what do you love most about your business and what you do every day that creates memories? Leave it in the comments below. I’m going to join in the discussion.
Finally, I want to give a quick shout-out to Tom Torrez. Tom, thank you so much for picking up a copy of my book, Your One Word. It really, really, really, really means a lot to me.
So thank you guys again for watching. I believe in you. I hope you continue to believe in yourself and whatever your one word is. Much love, and I’ll see you again tomorrow morning for another shot of Entspresso.
♫ I wake up every mornin’, ♫ Entspresso keep me goin’.
Evan: Hey, Believe Nation, as a special bonus, for those of you interested in learning more about creating memorable experiences, we’ve lined up a few more clips that I think will help.
Well, I said that the most important thing is the product, and that really is true, because you can have all the advertising in the world, you can have all the hype, and when people go to the store, if they try on your pants, and they don’t look good, and they don’t fit, or they don’t like the fabric, they’re not going to buy them.
But, to get them into the store, to get them there, you need the other part of the equation. You need to excite them, and you need, you know, pants are pants. I mean, fashion, you know, one pair of black pants and the other pair of black pants, you know, so you have to make fashion aspirational.
“To get them into the store, to get them there, you need the other part of the equation. You need to excite them” – Tom Ford
You have to make people believe that if they just have those pants, their whole life is going to come together, they’re going to get that guy they want, they’re going to get that new job, they’re going to get, you know, it’s because, and that’s just as much a part of the experience, and it actually, again that sounds like a terrible, very calculated thing, but it’s not, because by creating that image, you have endowed another quality onto that pair of pants or pair of shoes, that really, you know, makes it something else, and makes your experience of wearing that thing something else, and it enhances your life.
Interviewer: If it all gives you confidence to bring out the best in you, if it gives you the confidence to bring out the best in you, then it’s contributed to your well-being.
Every hotel I’ve ever built has been the highest-grossing casino in any city we’ve ever been, period. The largest amount of money ever won by a licensed casino in the state of Nevada, when I built it, was Mirage. That record was broken when we built Bellagio. And then, the current record is held by Wynn Las Vegas. 770 million dollars in casino revenue last year.
That was more than anybody else in the history of the state. 170-odd million with slot machines, 600 million was tables. Of the 600 million in tables, 52% of it was from Asia. 24% was from Latin America, 24% was from the United States.
Interesting, huh? 450 million out of 600 million was from outside the United States. Why are people from San Paolo, Brazil, Rio de Janiero, Buenos Aires, Bogota Columbia, Monterry Mexico, Mexico City, these are where we have offices, Hong Kong, Taiwan, Seoul, Korea, Tokyo, and all over mainland China, why do they get on airplanes, fly over other casinos, to come to Las Vegas?
“If people have a good time, if they’re well-served, if they’re in an atmosphere that’s exciting and stimulating, they come back again” – Steve Wynn
Because of the atmosphere, because of wonderful service, because of a great hotel staff. Because it’s fun to be there, whether you gamble or you don’t. And although we broke the record at 770 million for a casino revenue for any licensee in the history of Nevada, the not-casino revenue revenue was 860 million.
Over half, yup. And it’s the 860 that made it possible for the 770. I’m goin’ through all this with you all to explain to ya our attitude, why we do what we do, and what really matters in our business. And it’s two words, and everything else is baloney. Forget all about the movies, and the Hollywood, and the “eye in the sky”, and the security.
One thing, one thing matters to the state of Massachusetts, if it cares about revenue and jobs, guest experience. If people have a good time, if they’re well-served, if they’re in an atmosphere that’s exciting and stimulating, they come back again, they’re willing to pay more money next year, a little more than they paid this year, so that we can cover the increasing cost of doing business, unions need increases, people want to get paid more money, cost of living goes up, ya get a franchise because people have a good experience.
And when you give people a good experience, they come from outside the region into the region. And if you want to get people from over there to come over here, you better build somethin’ here that’s better than there.
We collect this year about eight billion dollars of customers’ money. So thank you, all of you, for giving us your money. And what we do is we say, that money’s in trust to create joy. We have to turn that into the most joy possible.
And so we look and we say, for every show, if a show costs 100 million dollars, how much joy, how much viewing did it create amongst all of you? If it cost 50 million or 200 million, of course, you want different amounts of joy, and so we look at it as how much joy can we create of your money, and if we turn it into joy effectively, then you’re happy and you tell your friends and we grow and then we have more money next year to turn into more joy. So we think ourself like alchemists. We take in money, and out comes joy.
Add some value. There’s a true societal and business value proposition. There’s a contribution. I find, and I don’t do this for reasons other than the fact that you can’t, long term, build a viable business without making a real contribution. Most people look at, they can start a business, do an IPO, make some money, almost always, that leads to businesses that are round trips. What I call ’em, because they go up and go down. To build a durable business, you really have to focus on the value proposition.
“So we think ourself like alchemists. We take in money, and out comes joy.” – Reed Hastings
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