Drink Skim Milk

Do you know why companies fail?

Why they don't hit their sales targets or end up providing mediocre service?

For a reason much simpler than we like to accept:

they don't do what they planned.

Yes, it's that basic.

9 out of 10 times, companies don't fail due to a lack of strategy.

They fail because no one executes what was supposed to be executed.

And it's not bad intentions.

It's not laziness.

It's confusion.

This story will open your eyes.

It was 1995, in the United States.

Two small towns had a serious problem:

people were getting heart disease 13% more than the national average.

The reason? Their diet wasn't the healthiest.

So they did what almost everyone does in these cases.

Campaigns everywhere: on TV, on radio, in the streets.

Messages, ads, calls to raise awareness.

"Eat healthy"

And yet, nothing changed.

People kept eating the same.

Until two researchers came to an uncomfortable, but very honest, conclusion:

Simply telling people to "eat healthy" does nothing.

Not even if you repeat it again and again.

Because even if you want to eat healthy.

where do you start?

At breakfast or lunch?

At home or when you're out?

What *can* you eat? What *can't* you?

Too many questions.

Result: zero changes.

Then they found something key.

They didn't need people to change their entire diet.

They didn't need to turn them into nutrition experts.

They just had to change one thing.

One.

Milk.

Yes. Changing whole milk for skim milk was enough to meet the fat recommendation.

Nothing else.

So they focused only on that.

One message.

One objective.

In one of the ads they said something like this:

"A glass of milk has the same saturated fat as five strips of bacon.

Buy skim milk."

And that was it.

No complete diets.

No nutrition classes.

No endless explanations.

Just one clear instruction:

"Change your milk."

The result?

They doubled low-fat milk consumption and lowered whole milk consumption.

And improved the health of thousands of people.

With just one clear, understandable change.

The lesson is simple:

If people aren't absolutely clear on what you expect them to do, they won't change.

Not because they don't want to.

But because they're confused.

Now think:

How many times in your company have you said things like:

• "Provide better customer service."
• "Customer experience is a priority."
• "Be advisors, not salespeople."

That's exactly the same as saying: "eat healthy."

You said nothing concrete.

Your team was left confused.

And you, frustrated.

So here's my unsolicited advice for today:

If you want your team to do something different,

tell them exactly what.

Explain it in simple terms:

• "Serve the customer in less than 7 minutes."
• "Ask them at least one question about their goals before selling to them."
• "Contact them 13 days after their last purchase."

Clear.

Specific.

Actionable.

Like saying:

"buy skim milk."

Am I making sense?

Imagine what you could achieve if your team did exactly what you planned.

I dedicate myself to helping companies achieve just that: creating simple, clear, and actionable Service and Sales instructions that actually get executed.

And not just designing them.

Also implementing them.

If you want help, reply with "more info" and let's talk.

Because nothing is more frustrating than having a great strategy

and watching it die at the hands of confusion.

Sincerely,

Carlos

PS. Remember, serving is the way...

PS2. By the way, this story came from a book. It's called Switch, by Chip and Dan Heath. I highly recommend it.

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Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México

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