The Art of Giving: The Practice in Business and Beyond

I have just closed my internet browser after an expansive and varied trawl through the web that may have seriously dented my data cap. What was I looking for-well almost anything really. It is Christmas time and with the holiday comes the expectation of gifts. There is this list of people that I want to give presents to so I was meandering through websites looking for things that may do. Amazon, ThinkGeek, ModCloth and other shopping sites are filled with more ideas that I could imagine-it opens your eyes to what is truly out there outside of little ol’ Zimbabwe. There are still two weeks to go in The Giving Challenge, the dare to give something away each day until Christmas-mine this last week included giving to a charity benefit for which I got rewarded with an electronic, virtual pet (at least I don’t have to clean up after it).

Gift giving is an art. It is easy to dash into a store late on Christmas Eve and load your trolley up with a bunch of chocolates and cheap bottles of wine that can be bundled into generic gifts for every member of the family. Real gift giving on the other hand takes time and effort, thought and planning; sounds a lot like running a business.

A gift communicates something. It communicates whether or not you really know the person you are giving the gift to. It communicates whether or not you have heard their needs-even if those needs are unspoken. A gift communicates that you may actually care. Wow would you look at that list of things a gift does- it looks rather like the same list one would attach to a great product that you are creating for your customers. Thinking of your product as a gift to your clients alters the way you do about creating it. A truly great product gives far more than any financial benefit that you may receive in exchange for it. Your product communicates something to its users-it is up to you to make sure that it communicates what you want it to say.

So how can you go about getting that perfect gift for someone or creating a phenomenal product?

Listen to people; and not just with your ears. Take in their words, observe the behaviour, look for where they are struggling. The grandmother who is telling you she needs nothing but a hug for Christmas while she struggles to open a tin of beans with a blunt can opener and arthritic hands really could do with a new tin opener (or a new set of hands but I understand that those are a little harder to come by). Look for the problems people are facing-a great product solves a problem or meets a need.

One of the greatest needs people have is time. It is a finite commodity and saving someone time opens them up to doing so much more. That is why the smart phone became so pervasive so quickly-it saved time (and space in your pocket) as you could do multiple things from almost any location. Time-saving devices are the perfect gift for the person who ‘has everything’.

I mentioned ModCloth at the beginning of the article as one of the sites I visited. They are a ladies fashion online store and when they started they were a game changer in the fashion world. The reason was they started a client-centric program to get feedback from their customers and relayed this on to design companies. This was the total opposite for an industry where fashion was a top down funnel (i.e. a large firm would decide what it would sell to its clients and the customers would be stuck with that range for the year). Taking time to be client oriented flies in the face of the ‘take-what-we-offer’ mentality that pervades many large scale corporations.

Gift giving should be an experience. We wrap presents to see people get the pleasure and surprise of ripping off the paper on Christmas Day to see what is underneath. We create an elaborate hoax around the figure of Santa Claus complete with milk and cookies laid out the night before to heighten the wonder and emotion for our children. Utilising your product, however mundane it appears, should have an experience attached. Maybe it is the ease of using the spare part you manufacture, or knowing that the plastic ware you sell will not crack in the sun. There is a story attached to your business-work on telling it well this festive season. And practice the art of giving great gifts-so few people do it that if you do then it will make you stand out even more.