The “Cronut” Craze
A Relationship Momentum Story
I spend a good amount of time in New York City and I have the opportunity to see Relationship Momentum at work every minute of every day in this great city. To remind everyone, Relationship Momentum is the accumulation of Mass (Brand-Value-Ambassador Equities) multiplied by Velocity (Movement in a consistent and strategic direction.) The concept of Relationship Momentum is represented by the equation:
Relationship Momentum is the quantity and quality of the relationships that move your ideas and ideals. I saw this concept personified like never before this morning in Manhattan. I turned a corner and I witnessed a line around the corner of what appeared to be just an ordinary bakery in Soho. What I discovered was anything but ordinary. I discovered a sub economy, a frenzy rather, much like the one created in the parking lots prior to the NBA Finals or Stanley Cup contests.
I saw people in the street actually scalping donuts, or in this case “Cronuts.”
The Dominique Ansel Bakery has created a craze by building Mass (Qunatity and Quality of Relationships) by building a Brand, a Value Proposition and a Crazed Nation of Ambassadors who carry his product’s flag.
The line for a cronut which retails in the $5 range starts about 2 hours prior to the store opening. There is a 2 Cronut per-person limit for purchasing in the store thus creating more of an exclusive feel to the offering.
Mr. Ansel swithes up the flavor every month to keep the Value fresh and flowing while the Ambassadors for the Brand and the Product have reached all the way to the Good Morning America morning show. The Cronut Craze is a perfect example of Product and Project Relationship Momentum. The question will be, is it sustainable?
The formula for Relationship Momentum presents the concept of adding Mass (Weight) behind your 3 relational Equities and combining that with Strategy and a measure of Urgency! As in any equation, anything multiplied by zero is, well, zero. Mr. Ansel will have to continue to outsmart others in the space to keep is Value Proposition Edge, supporting the Brand and continuing to recruit and empower the product’s Ambassadors.
Do you have a new product?
Are you building your Equities?
Are you being Strategic?
Let’s discuss. Please use the fantastic example above to inspire you to MOVE your Porduct, Project or Purpose throught the Power of Relationship Momentum.