My father has never been to America and hasn’t met a single American in his entire life—and yet my dad is pretty sure that he knows everything about America and the Americans. He’s seen many movies, he’s heard some stories on the news, he’s read a few books—and now Dad is of the opinion that he doesn’t need anything beyond that to make his judgment. Here’s the thing. There are millions of people like him all over the world.
It was an obvious and frightening risk, but we plucked up our spirits and took a leap of faith. The Dodo Pizza grand opening was coming, and we had to decide how to let people know that there is a new pizzeria in town. We could place some ads in local newspapers. We could give away flyers on the streets. We could launch an online contest. But instead of all this common marketing stuff, we decided to try out just one thing: give a free pizza to each of the 500 people who signed up for our pizza trials.
Some folks say that we will fail in the US because we don’t know the market. And that’s (partly) true. We don’t. That’s why we’ve decided not only to open a pizzeria in the US, but to set out on the Dodo Pizza expedition.
Let me tell you one thing right off the bat. We aren’t smarter than the smartest people in the market. That’s not the case. We have just been more determined. It turns out that sometimes, determination is all you need to make a difference and get what you want. At least, now we’ve got what we wanted—a website where you can order a pizza in just two clicks, even though it usually takes around a dozen or more.
“You could just as well take all your money, go straight to a casino and bet everything on numbers in the red—the chances to succeed would be the same.” That’s what we heard from one of our competitors recently. Some of them believe that the Dodo Pizza team is on a suicide mission in Oxford since we’re cutting off our phone line.