The Creative Curve: How To Develop The Right Idea At The Right Time by Allen Gannett is an inspiring read for all entrepreneurs, including hospitality providers. I absolutely loved this book. With compelling research and examples, the author shows us that creativity is not limited to the chosen few. The author argues that the world’s best known creative people actually follow a consistent pattern of behavior.
4 Ways To Develop The Right Idea At The Right Time:
- Consumption: Relentless studying “plants the seeds” for moments of sudden inspiration. Staying aware of the latest hospitality trends and reading the success stories of other providers of accommodations allows you to be on the cutting edge of your industry. Great hospitality resources include:
- Imitation: Learning the necessary constraints and formulas of your industry. Constraints include length of guest stay, dietary restrictions, and guest budget. Guest satisfaction comes from factors like attention to detail and offering extras including packages. This leads to positive reviews, returning guests, and guest referrals.
- Creative Communities: Building communities refines skills, increases motivation, and finds people with whom to collaborate. This includes:
- Certifications: from respected organizations like TripAdvisor
- Listings: in elite clubs like Select Registry & Historic Hotels of America
- Memberships: in professional hospitality associations
- Partnerships: with local businesses (florist, restaurants, spa, etc.)
- Iterations: Being aware of timing and engaging in iterations enables using data and processes to improve work. Ways to measure progress include:
- Accounting: evaluating revenue/profit (from bookings, events, packages, etc.) and costs/loss (food, maintenance, staff, etc.)
- Email service provider: email open rates, clicks on links, etc.
- Google Analytics: to tell the performance of website pages and blog
- Guest reviews: take note of what guests are saying about you (share positive reviews and make necessary improvements)
- Reservation software: mobile friendliness, occupancy rates, visitor behavior, etc.
- Social media: reach, likes, comments, follows, shares, clicks, etc.
Author Allen Gannett refers to “The Creative Curve” as a measure of the balance of the familiar (for guests to feel comfortable) and the novel (different enough to attract their interest). Implementing and monitoring these four ways enables hospitality providers to find that sweet spot and to develop the right idea at the right time.