When visitors come to the Eureka Room they’re going to be invited to do something.
The “something” could even be something as passive as sitting and watching a program.
But no matter what they are invited to do, they are giving something to The Eureka Room: their time, their money, their attention. Maybe all three.
It’s then the job of The Eureka Room to make sure that whatever they receive is absolutely worth what they are giving.
If they give attention, The Eureka Room must give them something that they believe is worth paying attention to.
If they are invited to perform some actions or be vulnerable in some small ways, then the payoff has to be there.
The bigger the ask the bigger the give and the bigger reward the visitor must get for their give.
From the first time they hear about The Eureka Room, through the visit, and afterward I must remember that my interactions with visitors are full of asks and invitations: read this ad, open this email, drive or ride to the location, knock on the door, sit in the waiting room, etc etc.
These are all opportunities worth examining to make sure that what’s being asked is rewarded.