The Phoenix Effect positions your brand as the underdog to build customer loyalty. People root for the fallen hero, not the dominant leader. Hedgehog Leatherworks turned a wrong logo into a comeback story that made customers champions.
Guys, movies. It's a great lesson to learn from movies. It's called the Phoenix Effect. This is how it works. You go see a movie, Tom Cruise comes out, opening scene for all these movies is the same way. Tom comes strutting out like this, he's got a beautiful wife with him, he's kind of walking, talking. And within a second, all of a sudden you hear, "Fzzt!" A ball comes flying by, rips a little bit of his lip, hits his wife square in the forehead, she's dead. All of a sudden, guys come, they start beating him up, the dog gets raped somehow, machine guns, house burned down, he's destroyed. Within 5 minutes, Tom Cruise is sitting down there and he is dead. The rest of the movie is the build back up, the phoenix. It is one of the most magnetic effects for us as viewers and for our clients. We don't like number one. We don't like the best. We don't root for the best. And when Tom comes out, he's like, oh my God, this guy's so handsome. He's a total stud. He's like number one. We don't like him. The only way we can get the audience to like Tom Cruise is if he's destroyed the lowest. Envy, someone's better than us, makes us want to pull them down. When they're here, we want to pull them up. So the movie intentionally knocks down Tom so far, we're like, God, that's the most pathetic most pathetic human being I've seen in my life. I gotta help him. And now you become a champion for Tom Cruise. I'm a part owner in a company in Missouri called Hedgehog Leatherworks. We make sheaths. And we use the Phoenix Effect to great effect. We make a sheath and all our competitors say they make the world's best leather sheath in the world. They're all saying they're number one. No one roots for number one. We root for the underdog. So we say we pride ourselves that we're trying to make the number one sheath in the world. We want customer feedback. We said, but we're small and we need your help. And then we share a story, and I encourage you to check out the website, about our logo. If you see the logo, which is stamped on every sheath we make, of Hedgehog Leatherworks, the graphic is not a hedgehog, it's a wolverine, because we couldn't afford the hedgehog graphic. When customers learn that little secret about us, they learn of the struggles and how far down we were that we couldn't afford the right graphic, they become champions for us. If you meet one of our customers and they pull off a sheet and they show the logo, they'll say, "You know that's not a hedgehog," and they'll go through the whole story of how we're trying to be a phoenix and how they're supporting us. If you say your business is number one, Customers aren't going to like you. Microsoft, we loved when they were coming up beating IBM. They suck now. Apple was awesome, especially when they did the perfect Phoenix effect. They fired Steve Jobs, comes back, they're almost destroyed, we're like, go Apple, go Apple. And now we're hitting the cusp, they're becoming number one. Apple's kind of starting to suck a little bit now. We don't like number one. We like the guy that's trying to take over the spot. The Phoenix effect.
