But I Only Want One


By Joe Moore

It was a unique demonstration of the art of making a set of matryoshka dolls from the one block of wood. You may be familiar with this Russian nesting doll or babushka. A set of, typically five, wooden dolls. Each doll may be taken apart to reveal another one – except the smallest doll in the series.

We were a mixed group of a dozen or so and impressed. Most of us bought a set, or two, and were moving away as the artist gathered the tools and swept up the shavings.

Then we heard: “But I only want one”. “Madam – it’s a set”. “But I only want the smallest one.” The verbal wrestle got louder because volume always helps, and repetitive – another winning tactic.

Can we learn from a wooden doll?

Has a customer or client of your business wanted only a part or a variation, of a package of merchandise or professional services?     “I’d like the one day workshop done in two hours.”

Do you look after customers who want the flexibility to choose their unique solution rather than buy your pre-packaged offer?

As consumers of goods and professional services we are getting used to just buying one. iTunes – one song not the album. Some magazine publishers – one article and not the complete edition.

Do your customers want that kind of freedom to choose? And would you sell them the one doll?

Joe is the founder and principal of Kimber Moore & Associates. He and his team are highly skilled in helping leaders and staff deal with uncertainty, change, complexity and conflicts. You can contact him here


About B-Cause

B-Cause is published by Cause and Effective. We help good causes find and attract effective leaders.

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