The video discusses a common problem faced by a company in the Midwest where employees complained about slow elevators. The company initially considered a costly solution from Otis Elevator Company, involving replacing cabling, winding gear, motors, and lift cars, estimated at $2 million. However, before proceeding with the expensive upgrade, an alternative suggestion was made: installing floor-to-ceiling mirrors between the lift doors on every floor. This seemingly unrelated solution proved effective. The core insight is that the employees' perception of the elevators being 'too slow' was actually a manifestation of boredom during the waiting period. By introducing mirrors, the waiting time became an opportunity for self-grooming or observing others, thus occupying their minds and alleviating the perceived slowness. Consequently, all complaints about the elevator speed ceased.

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So, there's this company in the Midwest and everybody's complaining the lifts or the elevators are too slow. [music] So, they go to Otis, the elevator company, who say that for a few million dollars, we can replace the cabling, replace the winding gear, put in new motors and lift cars, and we can speed up your elevators.

And just before they're about to spend $2 million, someone says, "Don't bother." They said, "Before you do that, just try putting floor-to-ceiling mirrors between [music] the lift doors on the walls on every floor."

And everyone says, "What the hell are you talking about?" What they're saying is the lifts are too slow. What they really mean is, "I get [music] bored waiting for the lift."

So, they put floor-to-ceiling mirrors in between the doors. And whereas before, the same people who'd been jabbing impatiently at the button and getting furious, once they had mirrors, the time was occupied in grooming or mild voyeurism. And all the complaints stopped.

How This Marketing Genius Solved Our Elevators

So, there's this company in the Midwest
and everybody's complaining the lifts or
the elevators are too slow. [music] So,
they go to Otis, the elevator company,
who say that for a few million dollars,
we can replace the cabling, replace the
winding gear, put in new motors and lift
cars, and we can speed up your
elevators. And just before they're about
to spend $2 million, someone says,
"Don't bother." They said, "Before you
do that, just try putting
floor-to-ceiling mirrors between [music]
the lift doors on the walls on every
floor." And everyone says, "What the
hell are you talking about?" What
they're saying is the lifts are too
slow. What they really mean is, "I get
[music] bored waiting for the lift." So,
they put floor-to-ceiling mirrors in
between the doors. And whereas before,
the same people who'd been jabbing
impatiently at the button and getting
furious, once they had mirrors, the time
was occupied in grooming or mild
voyeurism.
And all the complaints stopped.

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How This Marketing Genius Solved Our Elevators

Transcription