Every morning I walk into work. It’s an interesting journey to say the least. I go through some very different parts of the city and along the way I always pass a number of big issue sellers. Most of them stand politely waiting for you to stop.
But there’s one chap who stands out a mile. He’s like sunshine. Singing away, wishing people a good day. Polite, lucid.
Thing is not everyone wants to hear singing, or be high fived or have good luck wished their way. They hurry past, look down at their feet, pulling their hoods (if it’s raining) tighter over their faces.
But he doesn’t mind.
He knows there are others who positively love the attention, they stop, some high five (no really) and some even cross over the busy road to see him and chat. Do they buy a copy of the big issue? Damn right. Regularly too. And they always walk on with a spring in their step.
You see the singing guy understands what he’s about.
He gets the fact that he’s not going to be everyone’s cup of tea. But he knows he will be for enough people to make a difference. So he’s not going to dilute his personality to be all things to everyone and become anonymous like the other sellers. And if you ask anyone who walks down that road about people selling big issues, I bet (whether they’ve stopped or not), he’s the only one they remember.
A lot of brands would do well to spend some time with that guy.