Lesson Ten: A Bit of Island Innovation

Talking to Susan is like receiving a clinic in how to do it the right way. After our conversations I always come away thinking, ‘I’ve got to remember that idea.’

Susan is owner of Write On! Business Solutions (writeonoffice.com), an online and retail office supply company in Port Alberni, British Columbia.

By her own admission, Susan is an innovator in a dull business. “Papers, pencils and paper clips aren’t exactly sexy,” she says. Still she finds dozens of ways to deliver innovative customer service.

She has customers all over North America, attracting the kind of people wanting an alternative to the mega box stores.

“Our goal is to be the friendliest, easiest people in the world to buy from,” she says. “So we asked each of our staff how they could contribute to a terrific buying experience. The guys in shipping came up with the great idea of throwing in small, inexpensive gifts with every order.We ship out all sorts of kooky stuff. Candy, toys, kitchy key rings. Customers love it. I get phone calls about it all the time from customers. It’s just one more way they know we ain’t Office Depot.”

And one more way they differentiate is by winning ’em with kindness.

Community involvement is central to her strategy. “At last count, I think we sponsored or have contributed to 57 separate organizations,” she says.

Another thing she runs is an employee rewards program, with staff members getting points for every customer testimonial they receive. The winner gets a trip to Hawaii.

“The other day one of my staff received a box of chocolates from a happy customer. Food testimonials earn double points,” she laughs, adding wryly, “as long as she shares with me.”

By all accounts Write On! should fail: Huge global competition from Staples and Office Depot, brutal price-driven online competition from the surviving dot coms, they are located in a small market on Vancouver Island, and are self-financed. But Write On! thrives, due to deep community roots and innovative approach to customer service and staff buy in.

Innovation is staring you in the face right now. It’s so close you can barely see it, because you’re seeing through it. Step back and it will be right there. I promise you.

That’s because innovation doesn’t have to be dramatic, just meaningful to your customers. In fact the greatest innovations are those that are so obvious, you won’t believe you didn’t think of them before.

Just ask Susan.


Principles of Persuassion by Shane Spark