There is a beautiful quote often attributed to Henry Ford. The apocryphal nature of the statement isn’t important nor does it matter if it was Henry Ford or Harrison Ford who uttered it (if it was ever ‘uttered’ at all). What I want to focus on is the profound truth contained in a mere 14 words. The quote:
“If I had asked people what they wanted, they would have said faster horses.”
To understand the quote you must remember that up until the innovation that Henry Ford called the Model T, the primary modes of transportation involved legs – your own or those belonging to horses. Who could have imagined sitting in a magical, horseless-drawn carriage? So if Henry Ford had asked you in 1907 (one year prior to the release of the Model T) what improvements you’d like to see in transportation, you probably would have answered just as he predicted.
I love the quote and I hope Henry Ford did say it because it’s genius. What I believe he was saying is customers shouldn’t be asked what they want, they need to be shown what they should want. You may think you don’t agree with it but I bet deep down inside you do. Think about this scenario: you go in to have knee reconstruction surgery and the doctor asks you how you’d like it done, what tools you want her to use and where you’d like the incisions made. Sounds a little scary, doesn’t it?
So what does this mean for me as monument craftsman? Don’t assume my customer knows what they want. Chances are they don’t. If I ask them what they want they’re going to pick a serp top slant with an image of a horse in the corner for dad and roses for mom. Why? because that’s similar to everything they’ve ever seen. So here’s what I started doing: assumed that they wanted me to show them the best monument I could design regardless of price. Let me explain why.
In contemplating a knee surgery, would you want the doctor who says, “Well, the cheapest way to fix that knee is no anesthetic and a stick to bite on. One step above that (assuming your plan will cover it) is this wooden mallet here. My assistant Boris can gently but firmly knock you out and you won’t remember a thing.” Do you know anyone that would pick that doctor? Then why, o why should I be that monument guy?!? Why not impress my fictional family with a horse sculpture and a metal rose attached to a unique, multi-colored monument? They won’t know they can have that unless I show them. So that’s what I do. The worst they can say is ‘no thanks’ but the best they could say is ‘Wow, can you make the horse bigger??’!
So if you’re considering a memorial and you want something incredible but don’t actually know what that looks like, come see me. I’ll show you the 550 horsepower Ferrari not a lame horse. I’m grateful that Henry Ford showed the world what they never imagined they could have. I promise to do the same.