This Saturday, I had the privilege of photographing some of my favourite people from my favourite place in the world doing what they love to do. The event was the third annual Taste of Wellington West festival – when the food shops and restaurants of my neighbourhood in Ottawa give away free samples of thier food to benefit a local food bank. What could be better?

The challenge: You can lead a kid to sushi, but how do you make him try it?The answer: give it to him for free!

From a marketing perspective, of course, the idea of giving away free food is a guaranteed hit and a very smart stratgey. But what’s better, I see this as a practical example of a term Shel Israel introduced me to a couple weeks ago – first on Twitter, and later when he visited Ottawa to promote his book Twitterville: How Businesses Can Thrive in the New Global Neighborhoods.

“Lethal Generosity”

Here’s Israel’s own definition of this term from his Web site:

Shel Isreal: Lethal Generosity is the business strategy of doing as much good for your customer as possible, thereby screwing your competitor who has to either follow your lead or ignore programs that serve them.

Don’t you love that idea? Now, “lethal” and “screw your competitor” are hard-edged, cut-throat words. But they get your attention don’t they? In reality this is a “bad cop” way of describing a very “good cop” phenomenon. Because actually lethal generosity only works when you do it the way we do it in Wellington West: generosity comes first; lethality follows.

So here’s how I’d (humbly) alter Israel’s definition to put the emphasis on the strategic sequence of events:

Denvan: Lethal Generosity is 1) doing something warm, human, and generous that endears you deeply to your community, which 2) also has the pleasant side effect of giving you an incredible competitive advantage, 3) forcing others to either follow your lead or look really stupid.

Taste of Wellington West

Heavy construction didn't keep the huge crowds away in 2008 (shown here) or 2009.

A couple years ago, I helped out with the establishment of the Wellington West Business Improvement Area (BIA) – partially as a response to other local areas who had been running their own BIAs for years – particularly Westboro, Somerset Chinatown, and Preston Street.

What’s more, we were facing three years of heavy disruption from a massive and dirty construction project that would replace century-old sewer and water lines and make a wasteland of our street, and chase away customers.

So how do you compete with all that? Well, you build on your strengths. In our case, the incredibly warm and quirky characters who ran the shops and restaurants of our neighbourhood – who could always be counted on to give their time, money, and products to worthy local causes. But now they had a new weapon: a way to organize, mobilize, and capitalize on their native generosity to help them through a tough time.

The trick: to be more generous: 

The more you give, the more lethal you are. Absinthe gave away full sized gourmet Buffalo Burgers - resulting in longer lines.

Generosity, in the form of Taste of Wellington West, has helped us to bring thousands of new customers into our area at a time when most would rather stay away. And it allows locals a risk-free way of trying new places and meeting the humans behind those shops. I particularly love the picture of the kids trying the sushi. It really captures the spirit of the day: passionate merchants sharing their passions with people. 

But even more interesting, the merchants themselves have started to compete with each other to see who can out-generous whom. One high-end restaurant created waves by offering meal-sized Buffalo burgers, while another that had opted not to participate, had to reluctantly start giving stuff away. One of the employees told me: ”everybody’s asking where the free stuff is. It’s just easier this way.”

Slideshow of some people pictures from the day:

More pictures here (Picasa Web album of 130+ photos)

What I love about these pictures:

1) The warmth: I’d call these people the salt of the earth, but “spice of the city” is closer to home. Don’t those smiles just make you want to move to my neighbourhood?
2) The energy: these are always hard-working people, but for one day they double their workload to make magic in the process.
3) The variety: from the high end restaurant to the tiny family groceteria, everyone brought something different (and yummy) to the table.
4) The food: my biggest regret is being on the wrong side of the camera again this year! I get hungry all over again looking at these.

Signage and store design nicely blend warm colours with very contemporary elements. The stores fit equally well into old stone heritage buildings or brand new condo buildings (as here).

Coffeeshop manager Mia Eriksson and Bridgehead chain owner and my local brand hero Tracey Clarke (yes that's a box of subway tiles she's slogging).

1. 1. Great product consistently delivered - yes it’s fairly traded, organic, and shade grown, but Bridgehead puts great care into the quality, variety, and freshness of the product. The rest of my top ten list would matter not a bit if the beverages, treats, and lunch items weren’t top notch. They are.

Oh, and on the innovation front, BH managed to scoop Starbucks on the custom coffee front. Just as the Seattle mega-java purveyors were buying the Clover company  BH was able to get a small number of the uber sexy Clover Machines before Starbucks stopped selling to cometitors.As a result, Ottawa coffee lovers will get to taste Clover coffee years before Starbucks ever brings the technology to its Canadian stores.  Wired.com reviews the Clover. 

2. Great cause(s) – Tracey Clarke got into the coffee business after visiting Central America in the 80′s and realizing that the local people were producing incredible coffee, but they couldn’t get any of it because of a) export monopolies, b) prohibitive prices, and c) shamefully low prices for their beans. She and a partner bought the original Bridgehead brand from a well-meaning charity that was way over its head trying to run even one  retail store, then turned it around, and in a few short years has become the quality coffee brand in Ottawa.

3. Local brand – I’m an Ottawa boy. They are an Ottawa-based chain; the money stays in town. All good.

4. Committed to walkable urban neighbourhoods – despite the obvious pull from suburban areas, there are no drive-thru windows at any Bridgehead (yet). The chain has continued to place its new locations in traditional main-street areas throughout Ottawa, and as a founder of the Welling ton West BIA, I can tell you they have been very supportive and active in street-level retail initatives and issues.

5. Really nice people – the founders are level-headed, approachable folks, and their approach has attracted strong staff in the stores. Employees tend to be older, better educated, and “hipper” than in the other shops around town.

Here's me at the new Bridgehead withthe first cup of coffee served to an outsider and the all-important first Internet ticket.

6. Great spaces - real attention to the usability of space. Nice blend of lounging, working, and conversation spaces, Bridgehead has been refining the blend with each new store they build, creating a noticeably more “human” place than the average Starbucks or Second Cup.

7. Family friendly – because of the demographics of many of their host neighbourhoods (and fact that most of  the management have young children), they’ve proven much more open to non-coffee drinkers in the stroller set, plus toddlers and school-aged children. Creates a lot of noise at times, but on the weekends, my kids love to visit.

8. Business-friendly – after some wrestling over the prevalence of laptop “campers” in some early stores, Bridgehead has struck a nice balance between open areas and places to plug in, and free wireless with a one-hour limit. 

9. Strong retail branding – their online and social-networking presence could use some definite work, but in terms of creating a brand experience outside and inside their stores, they are hard to beat. This is due to the active involvement of the founders in every aspect of store design, so it will inevitably become increasingly challenging to sustain as they grow further without more formal “policy” work. But the fundamentals are very strong.

10. NO ADVERTISING(!) – this may sound strange on a “branding” blog, but remember this site is about brand strategy, not advertising, so I don’t make my money from media buys or column inches purchased. Bridgehead has managed to accomplish all of the above without spending a penny on traditional advertising. Again, this may have to change as they grow, but by reaching out through social-justice oriented circles, supporting like-minded causes, lots of “in-kind” community contributions, and to reitierate, being incredibly smart about their product and retail fundamentals,  they have succeeded by DIFFERING not by TELLING people they were different.