"“From within the brand team, we're really focusing on creating a culture of curiosity. We want our team to read more books, listen to more podcasts and come to events like Cairns Crocodiles. On top of that, we then always encourage them to challenge us more. I want to hire people who are better at things than I am, who can then challenge me to ultimately make things better,” said Allis, the mastermind behind the extraordinary frozen yogurt craze."
"“You don't see the service and the training that we put into our teams to make every experience into one that you love, and you feel better for,” he added."
"These carefully curated decisions have helped turn Yo-Chi into a “cool” hangout spot for Gen Z and Millennials - something that still surprises even Allis, who said guests will sometimes wait 45 minutes or longer for frozen yogurt."
Car insurance, frozen yogurt, and hygiene and health products share a common need for senior marketers to prioritize curiosity and determination in themselves and their teams. Growth depends on building teams that can adapt in a constantly evolving landscape. A brand team can cultivate curiosity by encouraging members to read books, listen to podcasts, and attend industry events, while also inviting them to challenge ideas and push for better outcomes. Hiring is framed as bringing in people who are better than the leader, so they can raise standards and improve work. Training and service quality are emphasized to create experiences that customers enjoy and feel better about, supporting brand popularity over time.
Read at B&T
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