Transcription
My theory about bacon sandwiches is that you have a couple of choices of bacon. You have a couple of choices of bread. You do it incredibly well. You do a whole load of research into what the perfect bacon sandwich is. You only serve two drinks, which is builder's tea and champagne. Those are the only two acceptable drinks to have at a bacon sandwich restaurant. And there's a rule which is totally perverse, which is you'll provide HP sauce, but no ketchup. You just refuse to offer ketchup.
This defies all economic logic, except if you're really passionate about what you do, you have rules. This is an extraordinary story, which is a friend of mine, quite a wealthy copywriter, went to the Bristol dealership in South Kensington, which is a very, very eccentric car, specialist car company. They said, "I'm I'm quite interested in buying one of your cars, actually." They said, "Oh, we're very pleased to hear that, sir. Do you have a garage?" He said, "No, actually I don't." He said, "I'm thinking of building one, but I haven't really got around to it."
This. Well, I'm terribly sorry if you don't have a garage. We wouldn't really be prepared to sell you a car. But at the point where you've built a garage, perhaps you'd like to come back. It's actually weirdly quite clever salesmanship.