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Dario Cecchini grew up dreaming of being a veterinarian. But plans changed when his father died and left him the family business and its 250-year legacy: A butcher shop.
For a while, he struggled. How could he be a butcher and respect animals? But, he found purpose in the work by making sure that every piece of meat—from the nose to tail—was used.
The only problem? Customers only wanted the steak and filet. He’d go from restaurant to restaurant, but all refused to buy anything else, and he found himself wasting meat.
“I tried to explain this to the customers but they cared less and less,” said Dario (on Chef's Table, Season 6, Episode 2).
If he couldn’t convince them of the value, he would show them.
He opened a restaurant called Solociccia, or “Just Meat,” where he prepared and served every part of the animal. People were served things they’d never tried before, and the restaurant became a massive internationally-known success.
Sometimes our aim is off as marketers: We have to sell our customers the outcome they desire, not just the purpose that drives us. Mission was enough to inspire Dario, but it wasn’t enough for customers to buy in. They needed something more.
What inspires you and your customers? Finding the place where these two meet is, oftentimes, where the magic happens.
~ From Natalie, and The Team at Clique
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