Marketing Manna

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Faster, Further, FedEx!

FedEx just taught me more than it delivered for me!

I had to courier a document to a government agency in Ft. Worth, TX. 

I chose an overnight option to mail this document from the nearest FedEx store in Dallas, TX, which was just 30 miles away from its destination.

This image shows the route my document actually traversed in the next 24 hours:

 

  1. Dallas, TX, to Memphis, TN = 455 miles
  2. Memphis, TN, to Ft. Worth, TX = 485 miles

The 30-mile trip turned out to be a 940-mile overnighter!

That said, FedEx still kept its promise and delivered overnight!

That also said, this was probably the most optimal way FedEx could deliver this package despite the unnecessary extra 910 miles.

This is because FedEx can’t create a new delivery route between Dallas and Ft. Worth just for me and because their overnight route transits through their hub in Memphis.

Amazon sometimes sends small items in big packages for the same reason. It’s easier and cheaper for them to fit you into their schedule than change their schedule to fit your need.

Takeaway

The best brands would rather automate for scale than appear to be smart! 

Whose schedule is your brand running on? 

A schedule defends from chaos and whim.

Annie Dillard

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

Manna is tastiest when shared together.
Share this with someone who needs it today.

Manna is tastiest when shared together. Share this with someone who needs it today.