When you ask HOW something can be done, instead of IF it can be done, a whole world of possibilities opens up in front of you.
In this case, those possibilities included solving a very ordinary problem:
His internet sucked.
Before we look at how this magnificent [expletive] solved his problem, ask yourself what steps you would take, and (more importantly) just how far you would go to solve it.
If you play along, and take a moment and reflect on what you would do it will make his elegant solution that much more jaw-droppingly impressive.
It’s worth noting that Aaron, the hero in this story, has been a customer since 1960. We’ll save you the math by telling you he’s 90 years old.
He also lives in LA. There’s no excuse for a metropolis so close to the beating heart of Silicon Valley to have lousy internet service. There is also no reason why someone who’s been a loyal customer for 60 years can’t expect quality service.
It’s not like he’s got forever to wait around for someone to figure out how to solve his problem, either.
Now, what would you do?
Aaron Epstein spent $10,000 for the two ads to be featured in two separate editions of The Wall Street Journal on February 3 – despite friends and family urging him to use social media to get his message out.
But Epstein – who has been an AT&T customer since 1960 – does not have Twitter or Facebook, and decided to take a more old fashioned approach in order to get the attention of the telecommunication company’s boss, John T. Stankey.
Epstein settled on taking out an ad in the Dallas, Texas edition of The Wall Street Journal, where the company is based.
He also placed an ad in the New York City edition of the same publication, hoping it would attract the attention of investors. –DailyMail
In case you’re having trouble reading the image, the text says:
Open letter to
Mr. John T. Stankey
Dear Mr. Stankey:
AT&T prides itself as a leader in electronic communications.
Unfortunately, for the people who live in N. Hollywood, CA 91607, AT&T isn now a major disappointment.
Many of our neighbors are the creative technical workers in the Universal, Warner Brothers, Disney studios in the adjacent city of Burbank and our city.
We need to keep up with current technology and have looked to AT&T to supply us with fast internet service. Yet, although AT&T is advertising speeds up to 100 MBS for other neighborhoods, the fast now available to us from ATT is only 3.
Your competitors now have speeds of over 200 MBS.
Why is AT&T, a leading communications company, treating us so shabbily in North Hollywood?
Sincerely, Aaron M. Epstein, and AT&T Customer since 1960
[includes his personal phone number and email]
PAID FOR BY AARON M. EPSTEIN
That sure beats the hell out of flaming the company on social media, doesn’t it?
Did it get results? You bet!
He told KTLA on Thursday that he received a call from the company’s executive offices the very same day the ads ran.
‘[They told me] ‘We’re going to see what we can do for you’,’ Epstein told the news network, adding that the company may install new fiber optic cables in his area.
Epstein told KTLA that he could have used the $10,000 to take a vacation, but has no regrets about splashing the cash on the advertisements.
‘With the response I’m getting … it’s accomplishing my goal. The money we could’ve spent for other luxuries is going to something that’s also giving us pleasure,’ he stated.
What’s the lesson here?
In order to get the results you are looking for, you have to define your goal, how you can achieve it, and what obstacles need to be overcome.
Knowing what levers to pull to increase the chances of success are critical. Notice he didn’t buy advertising just ANYWHERE, nor did he take out ads in the city he was from. His audience wasn’t in LA.
He went to the Houston edition of the Wall Street Journal. Because that where the company HQ was established. Another ad was run in New York, where so many investors are from.
He addressed the ad to the CEO by Name.
This wasn’t a generic complaint about the company. He tied the personal honor and reputation of the CEO into it.
He highlighted the company’s reputation for being an industry leader in tech while lagging far behind their competitors in actual deliverables.
He gave his grievance bulletproof legitimacy by demonstrating he’d been a customer for 60 years, and provided similar social proof by putting his personal contact details out there for the world to see.
He got the job done because he gave the task some serious thought.
This is the sort of thinking the secular left puts into their endless drive for political power and cultural dominance.
Maybe it’s time our side started treating our role on this planet with similar focus and intensity?
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