Engage, Delight, Convert

I have always loved books. When I was a very young, they were my constant companion. One of the best investments my parents could have ever made was the Encyclopedia Britannica. I must have read it cover to cover before I turned 10, and many of the facts there contributed to my stock knowledge that served me well up to college. This love has led me to always seek out bookstores wherever I go. I relish the excitement and sense of discovery that fills me, especially when I come across titles that just scream out at me, promising me delight and wonder if I open them. It is a supreme satisfaction that cannot be described when a really good book is devoured.

The opening of Fully Booked at The Terraces in the Ayala Center caused many other book lovers to erupt in joy and shout, “Its about time!” There is just something magical about Fully Booked. Its architecture, layout, experience, and choices just fuse together to form a nirvana for people that just love to read. But have you ever been curious just who is behind this or how did it start?

Would you believe that the owner, Jaime Daez, did not come from a generation of bookstore owners. In fact he started this not too long ago, based on his frustration that he could not get good architectural books. He wrote the publisher and asked if he could buy and maybe distribute the titles he wanted. That bold move and Php 10,000 started the ball rolling to what is now the Philippines best bookstore.

He started out in 1997 by putting up a franchise of a Singaporean bookstore called “Bibliarch” at a small space in Pasong Tamo. After undergoing a painful but enlightening lesson in owning a bookstore, he decided to put up one that would express all his creativity and passion as well as his design instincts as an architect. He put up the first Fully Booked at Rockwell, and the rest they say is history.

It is an incredible story of entrepreneurship that is born of passion, expressed in creativity, and driven by the desire to be the best. I love this store. What captivated me the first time I walked in the branch in Rockwell can be summed up in three words: Engage, Delight, Convert. The layout of this bookstore is complete different from any I have ever seen. It subtly encourages you to literally go through the whole store and see everything. Many small wonders and surprises leap out at you, whether it be very unique books, or titles that have just been released, or books that you never knew were ever written. It has many times caused me to race around determined to buy something.

Engage – Capture the attention.

Delight – Evoke joy and a sense of discovery.

Convert – Harvest reward thru purchase.

That is exactly what this bookstore has done for literally thousands of Filipinos. It is a great story of exploiting gaps in the market and filling them, of creativity and risk taking. An amazing story of entrepreneurship for this modern time.

One of the most difficult parts of starting a business is building a brand. Keeping in mind these three words can guide a starting entrepreneur in making his brand come alive for the consumer. It does not only apply to designing the store. For many small entrepreneurs who may not have the capital required to design and build a unique store, these words can be invested in your employees. Engage, Delight, Convert. If we learn to master it, our store will also be “fully booked”.

Guy Kawasaki, entrepreneur and author said, “The best reason to start an organization is to make meaning - to create a product or service to make the world a better place.”

Let’s follow the examples of these ordinary individuals as they strive to make a difference. Each week, lets all get together and share knowledge, stories, experiences, information, all for the sole purpose of getting One Step Up.

For comments, suggestions or stories that you want to share, email me at [email protected] , or visit www.stirspecialist.blogspot.com