Have you ever been treated to a fine dining experience where the host hands you the wine list saying, “Why don’t you select the wine. Remember, it’s my treat.”
As you scan the wine list, a bottle of Far Niente Cabernet Sauvignon catches your eye but at $200 a bottle, you continue to scan down the list until you find a wine that’s priced more modestly. After all, you don’t want to appear to be taking advantage of your host’s generosity.
When the wine arrives, your host and other dinner guests will no doubt compliment your selection but you’ll be thinking of that Far Niente as you prepare to taste your second (or seventh…) choice.
Last week, I received a holiday catalogue from Tiffany & Co. The catalogue, as you might expect, contained many images of fashionable models wearing attractive Tiffany & Co. jewelry and accessories.
But what you might not expect is that the catalogue contained no prices. Instead, Tiffany & Co. included a separate, detached price list enabling ladies to peruse the catalogue and select their preferred merchandise—without censoring their favorite pieces due to price.
This also allows buyers to conceal the prices paid for gifts—providing discretion while ensuring their sweetheart doesn’t have to settle for her second (or seventh…) choice. Brilliant.
