Personal essays
On offering something unique and personal.
How
I dragged my jet-lagged body out of the wrong exit at Leicester Square.
I looked around to get my bearings. Across the street was London’s China Town.
To my right was - hey, wait a minute - is that a P.F. Chang’s?
How the hell does a P.F. Chang stay in business in this high rent district right across from Chinatown?
And yet it does. The restaurant is doing just fine.
There are plenty of people who will feel like having some Chinese food and glance over at restaurant after restaurant in Chinatown and head for P.F. Chang.
I’m not going to say they’re wrong. Many of the restaurants across the street are really good and specialize in a specific thing. But many of them are no more authentic than P.F. Chang.
More than one person has told me about having the best Italian food on their trip to New York City.
Where did they go?
The Olive Garden in Times Square.
In New York?
Where
There are so many places in New York City to get Italian Food and they chose the Olive Garden.
I’ll admit that there is a risk to walking in to some neighborhood place. It may be amazing but it also could be mediocre at best.
For the people who choose the Olive Garden, the issue isn’t whether or not the place they go is authentic or not. They’re looking for what the website describes as the place to go “for a hearty Italian meal. Whether you’re looking for freshly baked breadsticks or perfectly made pasta, Olive Garden has something for any appetite.”
I worked at Tutto a Posto, an Italian-ish restaurant in Cleveland with a risotto of the day. While many American-Italian style restaurants are known for heaps of spaghetti smothered with too much red sauce, our chef would say, “we’re here to feed them not fatten them.” The portions were European sized and plenty.
If a customer would look at the menu and ask about spaghetti with red sauce, he would tell them to go to Little Italy where there was a street filled with restaurants that served little else.
Tutto, the Olive Garden, and all of the Italian restaurants in Cleveland and New York City manage to stay busy.
P.F.Chang’s and the restaurants in Chinatown all get plenty of business.
Some get more than others. The ones that stick around build a loyal following over the years.
The big chains remain the safe, well-known choice for many. Actually, let me take that back. For lots of people, these chains are the preferred choice.
Why
Of course my essay is never really about what it seems to be about.
I’ve been thinking about what I produce - books, apps, courses, … whatever.
If there are already four books on a particular subject, why should I write mine?
For me, the reason to add to the offerings is that I have something unique to say. I have a particular point of view.
There is always room for something with its own voice.
If you come to read one of my books or take one of my courses, I approach a topic in a different way.
I’m happy to recommend other authors and teachers if you prefer a different style. I think there’s room for all of us and generally think that we all do better when any of us do better.
I’m not going to attract a large audience by offering freshly baked breadsticks but perhaps you’ll like my risotto of the day.
I’m attracted to things with a point of view.
I do worry though.
I’ve watched as the mass audience prefers free over good.
I’m not going to say they’re wrong any more than I’m going to say that those people choosing P.F.Chang’s are wrong.
I’m the restaurant across the street. I appreciate the customers who return book after book.
I think it will become harder for them to find me in this time of AI generated content - but it’s been tough before.
Please, have a seat. Can I recommend a starter?
Essay from Dim Sum Thinking Newsletter 321. Read the rest of the Newsletter or subscribe