Casual Fridays

casual attire

I was cleaning out some old files and found the “Dress Code Policy” for one of my early jobs.

Coat and tie required. No jeans. Closed-top shoes. No sneakers.

Etc. Etc. Etc. Blah blah blah.

That was 1998.

Times have changed.

I remember the first time I worked at a place with “Casual Fridays.”

It was a BIG deal when the policy changed.

After lots of meetings and lots of debate, we were finally…FREE.

Free to ditch the tie, unbutton our collars and — gasp! — wear jeans.

Thanks, boss.

And thanks, too, to the visionaries at the Hawaiian Fashion Guild.

They’re the folks who hatched the idea for casual work-wear back in the 1960s.

The Guild was a manufacturing association that wanted to promote the sale of “Aloha” shirts. So in 1962 they sent two free shirts to each member of the state legislature and promoted the idea that businesses should allow casual attire in the summer.

The legislature passed a resolution that encouraged the “return to ‘aloha attire’ during the summer months for the sake of comfort and in support of the 50th state’s garment industry.”

Three years later, the Guild promoted “Aloha Friday” — encouraging businesses to allow aloha attire year-round on Fridays. The idea spread like wildfire. Shirt sales skyrocketed. The idea spread to California where it evolved into “Casual Fridays.”

Mission accomplished, Hawaiian Fashion Guild.

Their code name for that mission: “Operation Liberation.”

So many marketing lessons here. I’ll focus on one…

The Hawaiian Fashion Guild achieved its mission because it understood what it sells.

The Guild wasn’t selling shirts. It was selling comfort and, most importantly, it was selling liberation.

I’ve said it before, and I’ll say it again: You don’t sell products and services. You sell the feeling your products and services give your customers. You sell the outcomes that result from your products and services.

Operation Liberation is a classic example of this.

I keep telling stories that emphasize this idea because it’s critical for your success. If you pitch products and services — without getting to the heart of what you really sell, your business will struggle. 

p.s. Coaches, consultants and other business leaders turn to me to power-up their stories because most dish out the same old boring, "blah, blah, blah" content, turn off prospects and then feel frustrated and stuck. So I help them transform content from boring to brilliant, turn the marketing process from frustrating to fun, and convert results from pitiful to profitable. Bottom line, you can fire up prospects and inspire them to hire you with story-powered content that's simple to create. I'll show you how. Whenever you're ready, here are several ways I can help you land more clients without pitching and prodding:

1) Connect with me on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP in the Content Transformation Academy: Master how to discover, assemble, and deliver business-building stories. Weekly masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

Want to get great content like this...

...delivered straight to your inbox?

Join our email list...

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Post Categories

Previous Post

Next Post

Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.

Leave a Comment