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Scott McKain

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It’s Sheer Joy To Watch This Video

This little wedding video has had almost double the viewers that legendary program “CSI” got last week

One of my favorite bloggers, Bob Lefsetz, was noting a YouTube posting that has had over 14 MILLION views — a video from handheld camera shooting a wedding couple’s entrance to their ceremony.

Now…stop and think about that for a second.

Hollywood spends literally BILLIONS of dollars to try to get people to watch their programming. Yet, this little wedding video has had almost DOUBLE the viewers that legendary program “CSI” got last week!

Now, there are lots of reasons we could suggest — however, I feel pretty strongly about one: The video is sheer joy.

If you can watch this — set to Chris Brown’s song, “Forever” — and not smile profusely…and maybe even get a little tear in your eye from the beauty of this…then we have little in common. I think this is just fabulous!

If we could make the people who work with us…and do business with us…feel a fraction of the joy that these young people created for their family and friends…we could be the most successful business leaders ever.

However, other aspects to this wildly successful video are important to note:

1) The couple did something different. They didn’t just say, “Well, it’s never been done that way before,” and settle for tradition. What if we tried something creative in our careers and in our lives?

2) Everyone in the wedding party had a chance to shine. While the bride and groom were more significant — as they should be, it’s their wedding — they shared the spotlight with their friends. Maybe we could all do something more memorable if we were willing to engage others?

3) They took a serious “transaction” — the legal and spiritual joining of their lives together — and found a way to make it an experience. Just like “Taxi Terry” that I talk about, this young couple took something we’ve all seen a bunch of times, and made it unique and compelling.

4) They didn’t worry about technical perfection — they created an emotional experience. The lighting isn’t perfect, the camera is shaky…and we don’t mind. Are you too worried about the technical aspects of your product or service — and not concerned enough about the customer relationship? Your audience will forgive mistakes when there is a deep, significant connection!

And, one more thing: The couple is using their success to create something important beyond their ceremony. The song in the video, “Forever,” I found really terrific. Imagine how surprised I was to discover that it is from Chris Brown, the singer who received such notoriety for his alleged domestic battery against his then-girlfriend, singer Rhianna. Yet, you’ve got to admit, it’s a perfect song for what the couple was trying to achieve.

So, both on YouTube and on a website they’ve created, they seek donations for a Minnesota regional shelter for domestic abuse victims. And, instead of getting donations to help them financially start their lives together, instead they’ve selflessly chosen to help others.

It’s sheer joy to watch this. And, it moves me to ask myself how I can create more of it for my customers and audiences — and ask you how you can spread the joy, as well!

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Scott McKain is a business leader, bestselling author, and Hall of Fame professional speaker.
Scott's latest book, "The Collapse of Distinction: Stand Out and Move Up While Your Competition Fails" reached the #1 spot on list of Customer Service Bestsellers! He is the author of two #1 additional business bestsellers ( & 800-CEO-READ): "What Customers REALLY Want" (currently available in trade paperback) and "ALL Business is Show Business."
He is the Co-founder and Principal of The Value Added Institute, a think-tank that examines the role of the customer experience in creating significant advances in the level of client loyalty, and has appeared on multiple occasions as a commentator and analyst on FOX News Channel. His platform presentations have run the gamut from the White House lawn with the President in the audience carried live on CNN and NBC's "Today" a remote outpost near the Amazon...all 50 states, seven Canadian provinces...and from Singapore to Sweden...Mexico to Morocco.
An inductee into the Professional Speakers Hall of Fame, he is also a member of "Speakers Roundtable" -- an elite, invitation-only group of twenty of the world's top business speakers.