What’s the Big Deal?

I have to say this was the first time my doctor actually waited on me for a change.

He had asked me to bring pictures of my kids (he delivered my twin boys) to my next appointment so he could see how they had grown. Tucked in my briefcase was a digitally-created scrapbook, complete with a leather cover and lots of journal entries telling the stories behind the snapshots. It wasn’t a big deal, really. Photo books aren’t new. In fact, we’re so used to seeing them that we take this concept for granted.

I learned that was a big mistake.

When I took out my scrapbook, my doctor was instantly impressed and began asking me more questions—not just about my kids but about the process of creating the photo book. Soon, the office staff were surrounding me, peppering me with questions and passing the book around as though it were a pitcher of fine ale. Then, people in the waiting room were coming up and asking questions. There was so much excitement that I was both encouraged and a bit bewildered.

I mean, these weren’t even their kids!

But, it wasn’t about me and my family. They were envisioning this possibility in their own lives and how they could begin chronicling and sharing their own stories. I simply can’t find the words to convey the enthusiasm in that office.

I learned an important lesson that day.

When it comes to inspiring our customers, we must continue to put these new methods of preserving memories and storytelling in front of them. We need to see these items in the way our customers see them.

It’s not just about the products.

It’s about the possibilities.