Dumb thinking begets dumb car park

Dumb thinking begets dumb car park

This week was the tale of two car parks.

One took the photo of my number plate and when I paid for my hotel room it told the car park I had paid. And then as I drove up to the shutters, the doors opened.


The other made me put in my registration with a tiny keypad. In case, I passed it on as a gift to a stranger. Random acts of niceness are not allowed.

As I watched a pensioner struggle to key in his number plate into the machine in the rain, I wondered how many people actually passed their tickets on to others.

My guess is 2%.

Maybe it’s more. But I bet not much more.

So this old man stood in the rain because some people had the audacity to want to help a stranger - ‘Hey, have my ticket.’

The process was made 10-20% longer for the customer. At least.


Wouldn’t it be better to make your business easier for the 98%?

Not harder for the 2%.

David Hieatt

David Hieatt

Bankrupt at 16. Thrown out of college at 18. Joined Saatchi + Saatchi at 21. Started howies in 1995. Sold it to Timberland. Left. Started The Do Lectures. Started Hiut Denim Co.

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