Last month, two refugee brothers from Guinea caught a major break when their ginger beer company, Ginjan, was featured on Humans of New York. With over 11 million followers, it was the Instagram equivalent of getting picked for Oprah’s Book of the Month Club. But opportunity quickly turned to crisis when their small business was overwhelmed by an avalanche of orders.
Ginjan’s website crashed within hours. Worse, many orders initially received were lost in the maze of technology. For a small business this was a make or break moment. The only way out was asking customers to stick with them through the hassle and delay.
What Rahim and Mohammed did next showed a level of communications excellence that would make any Corporate VP proud. They deployed open, clear communication and invited customers to stick with them for the very same reason they ordered in the first place - to feel like they were part of the Ginjan journey. Let's break down how.
2. Show integrity