Ladies and gentlemen, this is your captain speaking. So fasten your seatbelts and prepare for an enlightening journey into the world of branding. In today’s in-flight entertainment, we will examine how savvy entrepreneurs transformed airport blues into a thriving business venture and what this means for your leadership strategy.
Imagine you’re stuck in an airport during a particularly long layover. Your flight is delayed, and the ongoing buzz of the bustling terminal is starting to wear on your nerves. Like many of us, Marisol Binn found herself in this situation more often than not, which led to her sharing an intriguing thought with her husband, Moreton. “Why aren’t their spas in airports to decompress during these stressful waits?”
And thus, the seed for XpresSpa was planted. In 2004, the Binns turned their idea into reality, establishing the first XpresSpa at JFK International Airport. Today, XpresSpa is a go-to haven for weary travelers, with 30 locations in 14 airports across three countries.
The Binns were onto something big here – they identified a tension in their customers’ lives, and their business was the solution. In XpresSpa’s case, the antidote to travel stress was their raison d’être. It was their purpose, the very reason why their business existed.
But here’s where the turbulence can kick in. As businesses soar and grow, they often need to catch up on their origin story, their purpose. They need to catch up on the runway that launched them into success, leading to decisions that confuse their loyal customers and cause discontent.
In other words, they become disconnected from their backstory.
Consider the power of a good backstory. It’s the foundation for future growth, a compass guiding your business journey. For example, imagine a well-known running shoe company suddenly diversifying into popcorn sales. It’s unexpected and leaves customers questioning their understanding. They might even think, “This brand is not for me anymore.”
While this popcorn scenario may seem ludicrous (and it is), it highlights a common pitfall many businesses tumble into. However, these mistakes could be easily avoided if the essence of their backstory was kept in mind.
So, dear leaders, remember the importance of our backstories as we prepare for landing. It’s more than just a tale from our past – our guiding star, our brand compass, and the key to maintaining a meaningful and authentic connection with our customers.
Ladies and gentlemen, we have now reached our destination. Thank you for choosing to fly with us today. Stay connected to your backstory, and enjoy your onward journey in leadership and branding!