Recognizing reality and becoming comfortable with it

Manhattan pizza is not good because it doesn’t have to be. 

There are eight million angry, hungry, sweaty people in this city, and the majority of them are running late to something. 

Pizza is convenient, tasty, cheap and full of energy. And so, from an economics perspective, the shops have no real incentive to make amazing food. Because their demand is inelastic. Their audience is built in. 

Why would any business owner spend any extra time or money improving the quality of a product that millions of people are guaranteed to buy on price and convenience anyway, and forget about twenty minutes later? 

Pizza is like a cat. It doesn’t really care if you live or die, it just likes playing with you until it happens. 

Keep in mind, though, this isn’t an indictment of big city pizza joints. They’re just trying to make money and keep the lights on like every other business.

The lesson is about consumers understanding the context in which they are consuming. Having deeper empathy for the business reality of the world. Emptying their expectations about the transactional marketplace in which we live. 

Sometimes it’s less about the customer being right, and more about the customer being right there. 


Are you ready to relieve yourself of the burden of trying to make outcomes match your expectations?

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Scott Ginsberg

That Guy with the Nametag

Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.

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Author. Speaker. Strategist. Songwriter. Filmmaker. Inventor. Gameshow Host. World Record Holder. I also wear a nametag 24-7. Even to bed.
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