![]() ![]() Imagine the staff answering something like this: "We’re so sorry. But they could just as well have made the opposite choice. The hotel staff in the example above clearly took the “it’s no big deal” token, and as a result forced you to take the “it’s the end of the world” token. Whichever token you pick, they’ll take the other. When you deal with people who have trouble, you can either choose to taken the token that says “it’s no big deal” or the token that says “it’s the end of the world”. Jean-Louis Gassée, who used to run Apple France, describes this situation as the choice of the two tokens. Now what was a mild annoyance – that it’s 74F degrees when you like to sleep at 69F – is suddenly the end of the world! You swell with righteous fury, swear you’ll write a letter to management, and savage the hotel in your online review. In the meantime, could you just open a window (down to that noisy, busy street)? Not a word of apology, no tone of contrition. You call the front desk to mention it, and they say, oh yeah, they know about that, and someone is going to come fix that next week (after you’ve left). Imagine you’re staying at a hotel, and the air conditioning isn’t working right. When that happens, even the smallest irritations can turn into an obsessive crusade. Here’s something that should be obvious: People don’t like to have their grievances downplayed or dismissed. ![]()
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