March 17, 2010 99 Comments

The Difference Between Recipe and Restaurant

I have intent on the brain. So does Tim Sanders, it turns out. During my speech at the first ever GR2L event (get ready to live), I talked about shifting from connections into intent. I was talking about networking at that juncture. I want to expand. And I have a comparison/analogy to light this up.

The difference between talking about human business and social media and doing it is the difference between having recipes and running a restaurant.

We go to events and network. We collect business cards. Why? Because we don’t know what else to do. We know we’re supposed to network. We talk about why it’s important. The thing is, what do we DO with these? Jon Swanson wrote about switching back to a dumb phone when he realized that he didn’t really have to check email and Twitter every waking hour.

Jon’s restaurant doesn’t need an always-on recipe. See it?

Intent and Execution are the gold standard

My friend (I’m calling us friends) Tom Peters has spent decades on the variation of the theme that “execution is everything.” He pushes us over and over again to DO. Because again, Tom knows that having a box of recipes is nothing compared to executing on them and putting food down in front of people. Tom urges us to look at the buying trends in the world and realize that Baby Boomers and Women should be our main markets (in most cases).

Tom’s restaurant caters to those crowds quite well. Are you doing the same?

Open With a Few Dishes

Having a huge recipe box of ideas is one thing. Starting a restaurant and seeing what your guests like is another. We’re all in this space picking up ideas. We go to big events, we read tons of books, we surf hundreds of blogs, but if we’re not trying a few of these recipes out, we’re not really moving forward. We’re thinking plenty more than we’re doing.

What recipes should you start on today? (Here’s a hint: pick just a few, or one, and learn to make it so that your guests sing.)

I Believe This is a BIG Thing

I think we have to accept that we have a big enough recipe box. I think we have to look at what kind of “restaurant” we want to run, what kind of guest we hope to attract, what kind of cost-per-dish we’re aiming for, and what kind of experience we want people to have…

…and then we have to DO.

Will you take a moment and talk about your restaurant? I know I’m hungry.

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http://www.tourismkeys.ca/blog @Todd Lucier

This is precisely why I appreciate hearing from folks in social media who are running businesses, not just consulting on how to do it!
http://twitter.com/AJBombers AJ Bombers

Talk about my “restaurant”? I'd love nothing more than to do so.

We may be exactly this model actually. We opened as restaurant X traveling along a one year continuum with social media right by our side. Our guests gave feedback and shaped our business the whole way, nearly every day. So much so that what once was referred to as our Burger of The Month had to change to Burger of The Moment, we were taking in so many suggestions. At the end of year one we see that same restaurant X completely reshaped by our guests along the way. From the menus to the decor, to the pricing and specials. Just ask @burgerwhisperer he'll tell ya even more, ha.

Thanks so much for the metaphor.
http://www.dahowlett.com dahowlett

Chris – it's good to see you're having this ah-ha moment. There's a reason why people like tom Peters (and before him Peter Drucker) are so important. They talk to the reality of doing 'stuff' not just jaw aching as so many of the socmed pack do.
http://twitter.com/SocialPMChick Wendy Boyce

Great insight as I work with many small businesses who are just starting to get into Social Media and networking online. They want the whole picture all at once, where they should start in a few areas and do those well before adding to the menu. (Love the restaraunt analogy).

I once compared internet marketing in general to a great cake recipe and how all the ingredients work together to make one really great dessert that leave people wanting to come back for more.

Your analogy lends to a full 8 course meal that ultimately would lead to the diners feeling full and satisfied – catching all the senses that matter from appetizer all the way on through to dessert – a great way to build a loyal customer who will not only come back to eat again at your place, but will refer new customers and bring friends and family along for the next meal.

Once that meal is mastered, maybe Restaurant X adds a 2nd meal to the menu.

Thank you for the reminder that the single ingredients are just as important.

WB
http://www.jeremymeyers.com/ Jeremy Meyers

Also important to remember that a lot of us interact with clients who think that shoveling day-old mcdonalds fries into their mouth is still the best meal to be eating, so making the transition is still a BIG thing, too.
http://www.culinarymedianetwork.com/ Jennifer Iannolo

Great insight, Chris.

We realized we had amassed a giant recipe box, but the recipe cards were getting old and yellowed because we're doing too much time thinking and not enough cooking.

We fired up the stove this week. :)
http://www.suzemuse.com/ Susan Murphy

I think part of the problem is that many are adverse to what I like to call “real work”. It's really, really easy to become information junkies, what with the drug being so readily available and all. We think the next conference we show up at or the next blog post we read is going to give us the answer to all our prayers and that the clients and money are sure to roll in on the next wave of @replies in our Twitter stream.

Where does that attitude come from? Mostly fear. We love to sit around and talk about all the great stuff we can do, but when the contract is signed and we actually have to get down to doing it, to delivering, well, that's where it can start to fall apart. Best to just keep talking about the *idea* of doing the work, then.

So, my advice to those still trying to figure out the recipe? The same thing I tell myself all the time. Suck it up, cupcake, and get to work.

My restaurant is open for business.
http://www.theskooloflife.com/ Srinivas Rao

Chris,

I don't have a restaurant. But, I have an Indian mom which is almost better. HAHA. She's an incredible cook and I just wrote about her the other day on my blog in a post called “no recipes, no measurements, just instinct.” The reality is that she produces some of the best food around and it's just execution at work. This kind of resonates with the quality vs quantity idea in my mind.
http://www.theskooloflife.com/ Srinivas Rao

Chris,

I don't have a restaurant. But, I have an Indian mom which is almost better. HAHA. She's an incredible cook and I just wrote about her the other day on my blog in a post called “no recipes, no measurements, just instinct.” The reality is that she produces some of the best food around and it's just execution at work. This kind of resonates with the quality vs quantity idea in my mind.
http://scottgould.me/ Scott Gould

Chris – great. Been saying this for years, but when you say it, you say it with class. Thank you. :-)
http://www.mikestenger.com Mike Stenger

The restaurant is the money maker whereas each recipe is part of the overall process. Without one or the other, things just won't work out. If your food sucks, you might want to change up your recipe. If your restaurant sucks, maybe it's not just the food but something deeper.

Maybe your service is out of whack or what you've done to the place is just completely horrible. There's a lot of things to take into consideration.
Catz_nDogz

Boy… I needed to read this. I currently own a franchise oriented business that is not only holding it's own during this economy, but through creative marketing and the advent of social media, has experienced double digit growth in the last two years.

But owning a franchise is my safe zone. There are other local (regional) owner to share marketing ideas, business practices and the like. Where I truly need to the push to 'DO' is on my start up idea. I've spent at least two years mulling it over, pondering the possibilities, and am having trouble wrapping my arms around starting because I get lost in all details and what ifs. But I don't need to know all the details… I can start with one. Work the one and then go from there. And one is doable. So, Thank you…
http://chrisbrogan.com Chris Brogan

Exactly so. That's the plan. Just start. I'm glad you see that. : )
Danocon

Chris,
This really hits home with me. I am having a hard time with social media . All my life I have built stuff. Sure I love the internet for all it has to offer but the more I use the internet the less stuff I can make/create. Now my passion is telling people how to make stuff and encouraging others to also make their stuff.

As I work on creating a new site/blog to accomplish these goals I realize I must network. As long as this is a small part of the overall business operations and the bulk of it is creating/teaching I am good with it. I have no doubt that my difficulties are due in part that I am a child of the fifties and I have spent a good part of my life alone with steel wood and tools.

Dano
Danocon

Chris,
This really hits home with me. I am having a hard time with social media . All my life I have built stuff. Sure I love the internet for all it has to offer but the more I use the internet the less stuff I can make/create. Now my passion is telling people how to make stuff and encouraging others to also make their stuff.

As I work on creating a new site/blog to accomplish these goals I realize I must network. As long as this is a small part of the overall business operations and the bulk of it is creating/teaching I am good with it. I have no doubt that my difficulties are due in part that I am a child of the fifties and I have spent a good part of my life alone with steel wood and tools.

Dano
http://chrisbrogan.com Chris Brogan

Quite so, sir. Execute, baby. : )
http://chrisbrogan.com Chris Brogan

Love it! No URL? Share with us. : )
http://chrisbrogan.com Chris Brogan

I love it, Sue. Thanks for sharing your perspective. I agree about the fear of execution. But then, we can't eat if we don't put food on the table. : )
http://chrisbrogan.com Chris Brogan

Yay!!!!
http://www.blog.webconsuls.com/ Judy Helfand

Only have a minute, but basically there is a big difference between “eating” and “dining”. Eating tends to a basic need, but dining cares for all of our senses. I can ask you a basic question: “Do you like chicken?”, but how you react will depend on which word I accent and the tone of my voice. Try it!
Editing, good editing, can lead to success and I am not just suggesting editing the written word. You have ideas, you toss them around, you throw out (edit) some.
I wrote about this a year or so ago. You might like this post. http://blog.webconsuls.com/2008/09/editingonly-…
http://chrisbrogan.com Chris Brogan

Not every meal has to be 8 courses, either. There's a reason we have so many McDonalds in the US. : )
http://chrisbrogan.com Chris Brogan

Quite so, amigo. : )
http://chrisbrogan.com Chris Brogan

Of course this is dead center of your mindset, Joe. : )
http://www.blogcastfm.com/ Srinivas Rao

@Chris,

Here's the link below.

http://theskooloflife.com/wordpress/indian-moms…
http://twitter.com/AJBombers AJ Bombers

Thank you Chris.
Truthfully, I hadn't thought of our guests as ingredients before, I like that analogy, they certainly make our recipe complete!
http://twitter.com/AJBombers AJ Bombers

Thank you Chris.
Truthfully, I hadn't thought of our guests as ingredients before, I like that analogy, they certainly make our recipe complete!
http://www.interactivedata.be/ Didier Daglinckx

Seth Godin would say 'Do the work' or 'Ship' …

;-)
djmclean

The comment about fear holding us back from the doing is so true. To take it a little further I think we keep our focus outside of ourselves from fear of coming inward, fear of coming to know our true selves. Doing instead of talking/listening is part of coming inward. Truth is in the experience. I think it was Eckhart Tolle who said you can right essays and get a PhD in honey, but you don't know honey until you taste it. Further, I think we all hope that once we “arrive”, however that may look for each of us, that things will change, will somehow be better. I think it is a Bhuddist saying, “Before enlightenment, chop wood, haul water. After enlightenment, chop wood, haul water.” Doing is a path inward, a path to enlightenment. What changes is the stories we tell ourselves about the doing. Social media as a path to enlightenment? Why not? It is all about coming to know and value ourselves just as we are. Cheers, DJ
dancingbaglady

I like how you plate it and make all this “stuff” so easily digested. There is no more satifying of slumber than a slumber after a whole heartedly delivered meal. Your mind rests and your heart sings.

I'm at the appetizer stage and have some great things cooking. Its smelling pretty good.

http://www.modernbagladies.com
http://www.warriormama.com/ Lisa

Chris-

I am so happy I started reading your blog a few weeks ago. As a new virtual business owner. I made a plan in January to grow this new industry that I am creating from scratch. I started with a daily blog to build up who I am, where I came from and what makes me tic.

My facebook network is now faithfully reading my blog because they know me. Starting today I am sharing my business dream with them and lauching my business through word of mouth.

Your posts are always encouraging and inspiring. Just the combination needed for serious business builders!
:0)
Lisa
http://www.warriormama.com
every kid with special needs deserves a warrior mama!
rob

There's the MENU and the MEAL (as I see it), Chris. We never feel satisfied when we eat the menu (if we are so foolish to do that). Satisfaction comes with eating the meal. 'Words' pave the way, but 'ACTION' sets the pace for manifestation. My 90 Day Mind Adventure is all about this. Recipes are a dime a dozen. Good restaurants are only a rarity because so few folks are willing to take those recipes to market and put them to good use. I know … I've eaten many MENUS and ended up with nothing more than indigestion. Great blog.
djedgerton

Chris,

Love the metaphor.

Putting ideas or products out there for reaction and comment is a great way to take the pulse of what adds value and what is a waste of time. Organizations can benefit greatly by providing a “taste test” to an audience…and then make revisions, improvements or move on. That's what we did for the HelathTweeder.com …and the audience reaction has provided a basis for a new product/service that we are currently developing. The new application will be the result of constructive “ingredient suggestions” from some very qualified “chefs”. BAM!
http://andrewjkaplan.com/ Andrew Kaplan

Perhaps another reason more of us don't open the proverbial restaurant is a belief that we don't have adequate resources. Everyone wants the perfect plan that will hold up over the first 10 years of business, everyone wants a pile of cash to get them there, etc. We need to recognize the skills we bring to the table, exercise them fully, and believe that we can start something from nothing!
lindamiles

I completely agree with you Chris, putting hands into action and learn from the experience is the best way to figure out what way to follow, to listen to your customers and to know what they really need! Stop wasting time thinking about the ideal recipe and start cooking! :)
http://www.3hatscommunications.com davinabrewer

Rob, great comment. It reminds me of what Susan wrote, about rolling up sleeves and getting work done. Recipes, all the right ingredients are important, but won't matter unless they're put together by the right chef willing to work, create and deliver the meal. I just posted this elsewhere, but what I'd create and what Emeril would whip up, two different things.

Chris, “Not every meal has to be 8 courses.” ITA that's why my “restaurant” is sort of a tasting bar so I can provide small businesses with enough food to keep them healthy, happy and coming back for more. They can order the portions and courses they need to get the most value. As their “chef” I walk them through the menu to discuss the options, make suggestions for other complementary courses, things that would make their meal more enjoyable. FWIW.
http://www.kaplancopy.com/blog Jodi Kaplan

Didier, you beat me to it. I was about to type, “What you do is ship.”
http://desinerd.com dipankarsarkar

it does take some doing to get from “planning” to “execution”, unless you are really lucky being at something is the only way to get operational confidence [much like the cooking and restaurant]

Thanks a lot for the post, makes me hungry !
http://daringclarity.com/ Lana {Daring Clarity}

Chris, this was exactly what I needed to read now. I used to execute all of the ideas I had, but few months ago decided to focus on The Idea. The problem is that The Idea gets more and more complicated and needs more and more perfection. I have tons of other ideas, but I purposely don't do anything with them. I am working on The Idea. It's time to stop being perfectionist, just do it and see what comes out of what I've got already.
http://www.thelawofthegarbagetruck.com/ David J. Pollay

Hi Chris,

Thanks for a great post. Tim Sanders, my old colleague at Yahoo!, recommended following you. I'm here and like what you're doing. I also just ordered your book.

All the best, David
http://twitter.com/gillestheriault Gilles Theriault

“We go to big events, we read tons of books, we surf hundreds of blogs, but if we’re not trying a few of these recipes out, we’re not really moving forward. We’re thinking plenty more than we’re doing.”

Yep, isn't that the truth! Right on the button! I'm one of those kinds! I don't know what it will take or happen but honestly, I'm just a scary chicken who is afraid of trying, more scare of failure because I can't afford to fail. I read so much blogs, articles, tweets, books and guess what, I'm still reading!

When I read all of those, I get excited because it is real. Some people try it and they make it. But in the back of my subconscious mind that little voice comes back to reality and ask, but how many fails? How many lose everything? It seems that now, I have read so many things that it all comes to the same results! Go get a new book, new blog, get a new fade! Maybe getting wiser and starting to realize that you know what, looks like a lot of fun, seems to be very interesting, seems to be a great way to have an exciting life! But, that is not for everyone no matter what because I'm one of the not. Oh well, I guess I have to go read more now!

Great Post Chris.

Cheers,
GT
http://www.tengoldenrules.com/ Erika Barbosa

Thanks Chris – great post. All the effort isn't worth so much in the end if you don't execute – can't have fear of it. I loved the metaphor.
http://www.MarketingBeyondAdvertising.com/blog/ Tom Wanek

My dad has a saying that popped into my head as I read your post. He says, “There comes a point where you have to shoot the engineer.”
David Siteman Garland

I wonder if ingredients would also be a good analogy. From my experience, a complete recipe for social media which comes out of the oven ready to serve and take over the world :)
http://www.timsanders.com/ Tim Sanders

This is spot on, Chris. I was just hearing a recorded call center message for my bank (we really care about our customers) and then when the specialist got on the line, she didn't have the tools to help me, and blamed it on the company's ancient CRM system. The company shouldn't just say they care about me, they should execute a plan to actually take care of my problems. Spinal Tap had a line in it, “there's a fine line between stupid and clever!”

PS – I did a video about this a few years ago, when I got completely fed up with all of the happy talk I was seeing at companies (especially in advertising and new media) – I believe that Execution is the real Innovation in the bizworld:
http://www.youtube.com/watch?v=bsG4fAr-Xck
http://www.scottwebb.tv/ Scott Webb

Well said! I like this theme here because it's actually follows in line with a series I've been writing this week.

I've been paying attention to Gordon Ramsay and relating Kitchen Nightmares to Blog Nightmares – aka things to watch on your blog to help improve it. I'm only on day 3 of 7 but I am sure it could go much longer than 7.

You mention “opening with a few dishes” and I totally agree. Remember not to open with a few “frozen dishes” though. You always need fresh ingredients. So let's not just be another restaurant that has MASHABLE content on the menu. if you catch my drift.
http://www.kherize5.com Suzanne Vara

Chris

Keeping with the restaurant analogy here … someone dreams it, the architect designs it, the construction co builds it, the chef creates the menu and then it comes down to the server. The tools are there for the server but how they are able to take it all and make the experience is it beings and ends. I believe my point here goes to Ms.Susan Murphy's as when the real work comes into play (ie here the server) that is where the things get lost. Purely restaurant, a new one that you visit. It is new to you but not to the staff. You are seated (talking part) and then you wait. The server approaches and asks for what you want to drink or tells specials first (again talking) maybe asks for appitizers and leaves to go and get the drinks and place the order of the appis. Minimal work based upon talking and no results for you. Drinks come back and entreee is ordered. Again no real work yet but enough to keep you there. If the drinks take a long time or the appi is cold it is not the fault of the chef, it is the server who did not get it out of the kitchen fast enough. The server is not so worried about that as they still have more chances to come to your table and engage you with questions about the entree or how do you like it, refills? This is taking you through a restaurant experience that can be similar to a new client who is just coming in. They have high expectations based upon influence of others or what they were told when seated. Living up to it and doing the work and not getting too busy as to leave the appi to get cold with the thought of I can go back with the entree is where businesses go wrong. Taking the time to walk through the steps is what sets a business apart.

Be the server and use the tools from the dream, architect, construction co and the chef as they are the foundation but cannot remain without the server.

@SuzanneVara
http://www.ivanwalsh.com Ivan Walsh

Vanity plays a part also.
The need to be with the ‘in crowd’ and feel included is very powerful.
Before you ‘share’ ask, why am I really doing this? Does it really help or am I'm adding to the echo chamber?
http://twitter.com/royjwells Roy Wells

I find that people who are successfully using social media tend to be the same people who successfully networked in their day to day lives. If you have a strategy and successfully implement it, and tweak it as you go, you can achieve an ROI. I have been blogging about politics and social media because politicians have been slow to embrace a technology that will enhance their campaigns and at the same time engage an apathetic electorate. They have the recipes, but can't seem to get a new restaurant open. Great stuff Chris, feel free to check some of my posts at http://www.triadstrategies.typepad.com. Cheers
http://amsherpa.com/ Andrea Goodsaid

Boy howdy is our recipe box big enough!

And combined with that of our audience – twice too big. What they need us desperately to do is to become a sifter and sorter of the recipes and then start cooking, serving and then regrouping again to rinse and repeat.

I know focus is my personal bug-a-boo and when I don't take action it's rarely due to laziness – more likely I'm standing there like a deer in the headlights not knowing which step to take next.

That's the gift we can give to our peeps. Clarity, focus, example and direction.

And we don't have to have accomplished this in all areas – just our little corner of the world. PERFECT analogy & nice aha for me Chris – tyvm!

Appreciate you.
http://www.projectauthenticity.com Robyn

I love this post….for me it's so timely as intent is exactly where I'm tracking these days! Thank you!

The Difference Between Recipe and Restaurant

The difference between talking about human business and social media and doing it is the difference between having recipes and running a restaurant.

Intent and Execution are the gold standard

Open With a Few Dishes

I Believe This is a BIG Thing

ChrisBrogan.com runs on the Genesis Framework

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