First Fish

Past podcast guest and friend of MtM Matt Kirchman teaches a principle called “first fish.” He picked it up planning aquarium experiences.

It goes something like this: if you have a lot of something visitors are excited to see, give them a taste of it as soon as they arrive. Not all of it, and not the best of it. Just a little of it. That might mean right after the front door.

Or even before they’re in the building.

Why?

Several reasons:

• They won’t be fully focused on any other message or experience until they get a taste of what they came for.

• Seeing what they expect will make them more excited right away.

• If they haven’t fully committed to coming in, this will help.

Here’s the thing:
Aquarium visitors come for the fish. Before you give them any other experiences, no matter how urgent, give them a little of what they came for. 

Give them that … first fish.

Warmly,
Jonathan

P.S. Does Matt’s “first fish” principle apply to art museums? If not, why?

P.P.S. Not to be confused with: Never Put the Mona Lisa in the Lobby.