I just had the great American breakfast. Two eggs, three strips of bacon and two pieces of toast. Only the bread I toasted was smaller in size and cut about 1/8th of an inch thinner than in my childhood days and the bacon ... let me tell you about the bacon.
I'm a vegetarian. For the last fourteen years, I've dodged the temptation to go back to eating meat. I grew up in a house that served meat for breakfast, lunch, and dinner. Then one night I had a dream that shocked me so terribly that when I woke, I decided never to eat anything with a face again.
Enter Morning Star bacon. It smelled the same, tasted pretty close, definitely looked like bacon - I was as happy as the uneaten pig that it didn't come from. However, for decades I've watched as product producers have raised prices and shrunk products in an attempt to maximize profits. My bacon began to shrink before I could put it in the pan. And as of this morning, I've noticed that it is paper thin. I've decided this will be the last box I'll buy from Morning Star. The lack of a good experience has motivated me to keep my dollars for something else.
And that's my point. When producers start modifying their product to maximize profit, at what point do they also reduce the value of the product so that it is no longer relevant or viable as a consumer good? My love affair with Morning Star bacon was brought about by my love for the taste of meat without actually killing an animal. However, I'm breaking up with them because they continue to take my dollars for a penny's worth of product. This isn't a charity. I'm not donating to the wind in good faith with hopes some good comes out of it. This is a financial transaction; a quid pro quo - cash for fake bacon. In my opinion, this is the type of action that will ultimately hurt the business.
I've seen this happen in multiple places. My day job is with a well-known theme park. I've watched as the company continues to raise prices annually, and still millions of people come to visit. Where is the price point that will alter market share? In my younger days, I learned that two industries that will never go broke are entertainment and advertising. But when do we disagree with the company's valuation of the good or service their providing?
Its all about the experience.
Goodbye Verizon. Do you remember before Verizon was Verizon? My first cell phone was with Bell Atlantic. A "baby bell" after the FTC broke up AT&T's landline phone services in 1982. It was cool, convenient and a great experience to be able to call home without using the boss's phone. However, as the technology grew and was enhanced, the producers permitted unwanted callers - robo-callers - to invade my personal space. I consider this on par with identity theft. I make very few calls, and even fewer people I know call me. So, why am I paying a company to be annoyed, frustrated and angered? Particularly since there are other forms of communication available to me. I've decided to unsubscribe from phone services. I'm paying for a bad experience which is just plain stupid.
For all those who are uttering to yourselves; yes, I need a phone number for some consumer transactions. Drop your car off at the shop, order a new pair of glasses, checking in to a hospital; they all want your phone number. I haven't figure out what to do to satisfy the requirement. Perhaps I'll just play dumb and ask what is a phone number? On paper forms, I can put: I'll call you.
Getting back to the issue, why don't the people at the top of these companies consider the consumer experience? For the last year or so, Verizon sends me emails and text messages about my upcoming bill. I pay them on time every month. I don't need the reminder and cannot turn it off. After I schedule the bill to be paid I get another text thanking me to for scheduling the payment. Then I get another warning, only two days until your bill is due. Then I get another text thanking me for the "eCheck" on the day the payment takes place. And another email as a receipt for payment. What, are they so bored and lonely they have to force this one-way conversation every month? How does this improve the experience? Maybe they're doing this deliberately to move away from the consumer market, with plans to be a business-to-business operation only. Hey Verizon, meet hot potato.
The consumer makes up the market.
The ball is in our court. We have the power of the dollar in our fists. Are you annoyed, concerned or turned off by a good or service. The word that comes to mind is boycott. But more than a boycott, we need to just stop buying the bad experience that companies like Morning Star and Verizon have decided to offer. Credit cards are another consumer item that seems to have lost their good experience. Charging outlandish interest and fees. Similar to phone service, there are other cheaper and more interesting ways to pay for goods and services. I have one credit card in my wallet. So far, I've enjoyed a very good experience with this card. The moment it stops being fun, utilitarian, valuable I'll break out the scissors and break-up the relationship.
Finally, we all have been preached to by financial experts in the media to be smart and responsible. Each has their dos-and-don'ts list. Let me suggest that you resort to your own heart. In the 70's we would shout, if it feels good - do it. In the 2010's as consumers let me suggest if it doesn't feel good - don't keep it. Perhaps we just need to turn off the noise and think about what we really need in this world and what we're willing to trade our years of effort, training, and sweat for.