Joe's Hotdogs video segment 3 of 9

Click on the title to watch the video on YouTube.

Let me share with you, now, some lessons built into that story, which apply to a variety of businesses in a variety of situations. Not just hotdog stands, and not just businesses on Vancouver Island.

Well, first of all, there is encountering the concept: Joe’s Hotdogs.

As you were walking along the beach, you started running through your mind what your order might be, even though you had already decided that you didn’t want a hotdog. You thought of the possibility of foot longs, veggie dogs, and smokies, even though you don't know what smokies exactly are. You ran through a bunch of possibilities as to what their core service or core product was. The sign just said Joe’s Hotdogs.

Heck, you don’t even know if there is somebody named Joe who works there. Maybe it’s a man named Joseph. Maybe it’s a woman named Joesphine or Joanne. It doesn’t matter. The name Joe’s Hotdogs brought to your mind a whole line of hotdog-type products.

Most people in our culture assume that where you can buy french-fries, you can buy coffee, tea, iced tea, juices, and various types of pop. These things can be assumed in our culture from a place named "Joe’s Hotdogs." What would Joanne’s Handbags do?