It takes a long time to pour a full glass of Guinness…

This is because of nucleation, in which pockets of air from additional bubbles diffuse through the beer.

While this is now appreciated, originally there was a lot of negative consumer opinion about the length of time required to correctly pour a pint of Guinness from the tap.

During the mid 90’s Guinness turned this around with a marketing campaign that framed this previous negative attribute as a positive feature.

They started telling people how much effort went into pouring the perfect pint of Guinness.

Emphasising it by saying, “It takes 119.5 seconds to pour the perfect pint” and “good things come to those that wait”.

It’s a great example of educating your audience about all the effort that goes into delivering your product or service.

Take installing electric car chargers as an example:

First our product advisors take time to understand your needs, and then take you through the options which are right for you.

Once your happy and chosen your EV charge point, our service advisors help you complete the remote survey, and confirm your installation date.

Then on installation day our installers make you feel safe and comfortable with the systemised processes they complete.

This is from how they greet you, explaining the works they will carry out, highlighting any important things you need to know, leaving things nice and tidy, providing the required training and leaving you with our after care card.

This all takes a little more than pouring the perfect pint of Guinness, but the result is exactly the same.

…perfect installations and happy customers