Private counselors: Are you worth the wait?

Super chef David Chang runs Momofuku, a group of 13 worldwide restaurants, as well as a bakery and a bar. In the early stages of his first restaurant, he created a pork bun dish that was such a hit with diners, the word spread and people began lining up to get inside—just to get a taste. That’s when Chang found his personal yardstick for a dish—is it good enough to travel downtown and wait in line for? You can read the entire story here.

Chang admits that you can’t always predict which dish will be the hit. In fact, some dishes he’s spent months perfecting never generated a line at the restaurant. Others he whipped up in just fifteen minutes proved worth the necessary wait. The customer decides what’s line-worthy. But the chef decides what the goal is.

If you’re a private counselor wondering how to find more clients, instead of redesigning your website or buying ads or spamming lists in the hopes that people will find you, think about how you can be good enough to get people to drive across town to wait in line for. If you’re that good, you won’t have a marketing problem. Your next customer will be outside waiting in line.

Remember, you don’t have to be line-worthy to everyone in town (Chang’s pork buns weren’t worth waiting in line for if you didn’t eat pork). Maybe people drive across town to see you because you’re the person whose interactions make their C student excited about college? Maybe you get better essays out of kids than anyone else nearby? Maybe you know more about colleges where homeschooled kids can flourish than any local competitors do? The fastest way to become the best in the world is to make the world smaller.

Once you can offer what they’ll drive across town and stand in line to get, you can stop worrying about finding more clients and start proving to those already in line why you’re worth the wait.