August

 

Pike Place is a market in Seattle famous for its flying fish, inspirational harmonies and customer service to envy, or better still, emulate. It has been made famous world-wide by the video 'Fish'. I first saw the eighteen minute film in 2002 and have enjoyed it many times since. I never imagined that I would get the chance to visit Pike Place in person. Well, last Saturday it happened. Of course I looked on the Internet to find that the fish throwing is 'over-hyped' and 'only happens when you pay a lot of money for the fish'.

So I guess it's true to say that my enthusiasm was dampened slightly before I got there. The weather was less than inspiring, with the skies above more associated with a February morning in Manchester than the West Coast of America.

I arrived at Pike Place at about midday. The crowd was well established by this time and it was hard to get a good view.

I felt like a fan, like a kid about to meet his hero from kids' Tv or his favourite team, Spurs. I could only be disappointed, surely?

I had my camera at the ready, I worked my way to the front of the considerable audience...and so my experience truly began. First, a fish came toward me like an airborne missile, only to be snatched clean out of the air by Justin, who I immediately recognised from the video. This intervention helped avoid a painful collision with a 20lb scaled attacker.

Everybody laughed at my slightly exaggerated reaction. The next 30 minutes were pure entertainment, witnessing a team that was truly aligned in their goal...to make my day. Yes, I mean it when I say 'my day' as that is how good they are. I left with the feeling it had all been for my benefit. I watched as Justin, the ringmaster or MC, expertly controlled the proceedings alternating between salesperson, comedian and facilitator. All eyes were on him as he effortlessly juggled his responsibilities. He posed for photos, caught fish, high-fived with all and sundry, pulled faces, cracked jokes, conducted crowd control and reminded people they could buy fish. He was more than ably supported by other cast members, taking orders, collective chanting, dealing with customers' and of course, throwing fish.

 

kissing fishWhen Justin, or any of the team, shout “Eleven Mackerel going to Montana”, there is an immediate chorus from the whole team, “Eleven Mackerel going to Montana”.

Buying something means you have a walk-on part in the show. For me it was buying a tee shirt. I asked for an XXL (for someone else of course). Suddenly...”XXL tee goin' all the way to London”...then perhaps ten male voices all together, “XXL tee goin' all the way to London.”

I said, “Oh thanks, you didn't need to tell everyone that it was for me.”

Justin leaned forward to say, “We didn't, you just did.”

At that moment, the XXL Tee came through the air, followed by, “Here y' go tubby”, followed again by the inevitable harmony, “Here y' go tubby”.

 

I led the laughter. The whole thing was delivered to perfection...they had read me like a book and 'made my day'. Other key messages Fish espouse are...'Be there', 'Play' and 'Choose your attitude'. They demonstrated these in abundance. It was a team of about 12, all on the same wavelength, all committed to the cause, all focusing on the customer' experience. Behind the humour and entertainment this is a business that would soon fold if they didn't sell fish. Their fame and DVDs wouldn't count for much without sales. So this isn't an environment without pressure, without performance measures and standards to achieve. In fact it is a challenging fast-paced workplace where many can't hack it. Justin told me that since the DVD came out in 1996, he is one of the few original members remaining. He was the only one working that day. So whilst it is a great place to work, it would appear that it isn't easy to make the grade. Why is that? In a word, attitude. They told me that 'choosing your attitude' is the one thing a lot of people don't successfully do. Their new vision is 'World Peace'.Angus and Justin

 

I'm certainly not going to tell them it's impossible because I have a sneaky feeling...

 

Angus McBain