For weeks, Threefold Studio has been working hard, brainstorming ways in which to build the company and expand our network. Our top goals consist of meeting important people in the area and thriving on every great opportunity that opens to us. While we're looking for our big break in the business, I receive a phone call from Joanne Riccardi who works for an operation called "Cambridge Who's Who". She graciously thanked me for filling out the application a few weeks ago (which I had forgotten about, but was flattered at the time that they would invite me to apply for a membership in their "prestigious" organization).
She butters me up a little, tells me a story that relates to some minor computer issues I recently had, and asks me to conduct an over-the-phone interview (which inflated my ego quite a bit). As a business person, I'm well aware of sales tactics, and Joanne was superb. She asked me about my latest accomplishments and noted organizations to which I belonged. She complimented me on my every response. She then told me exactly what I wanted to hear. She said that I would be featured in an exclusive hardcover publication consisting of only 4,000 of the country's most successful applicants chosen by some process that she didn't know much about but assured me it was good anyway, and that my name and company would be featured in an online database that gets exposed to 400,000 members annually. I began to dream about how much publicity and prestige Threefold Studio would gain as a result of my membership. I was reeled in.
My gut, however, told me the opposite. Dreams don't come true this easily without much notice and with even less hard work. Something was amiss. Then, Joanne blindsided me with the Platinum Membership Package which includes a lifetime membership and some complimentary companion airline ticket deal for only $769.
"Well, Joanne," I said. "That sounds great. Let me have your phone number, so I can do some research and get back to you since I've never heard of your organization before."
"Oh, no we can't do that," she said. "If we hang up the phone, I'll have to terminate your application and we'll start from scratch. Plus, we can't go 'back and forth' on memberships or our publication would be late."
She offered me the Gold Membership of $589 to keep me on the line. I was privy to her game, and I widdled her offer down to the $99 for a 1 year membership after a few minutes of skepticism. Not once did I ask for a discount. I said, "Perfect! I'll take the 1 year subscription."
Joanne asked for my credit card information and I proceeded to give her my Visa's expiration date. This time, I had control. In the meantime, Khiem is sitting next to me researching their company, and is frantically pointing out all of blog sites that read "SCAM" and "Cambridge Who's Who". Even Wikipedia has called them out.
I offered the first few digits of my card but interrupted myself to tell her I just didn't feel right. "Joanne.. Can't you just paste my information into a Word document and save it for later? You have my word that I'll get back to you in an hour."
"No, I've never done that before! We have this program that we use, and uhh.." She stumbled.
"Joanne, you just explained to me a few minutes ago that you had a computer for 6 years and you don't know how to paste information into a Word document? In addition, you won't give me only an hour to do some research and call you back? Why are you calling from a 'withheld number' anyway?"
Joanne gave me her phone number. Here it is: 516-535-1515 ext.1426. It took me a few tries to get it out of her. I don't think she'll be calling me back anytime soon.
So what does this have to do with design? I found it remarkable (if this is really an illegitimate organization and I didn't blow my chances of making it big so soon) that the mastermind of this establishment has directed so much energy toward building a false business that could be just as successful as a legitimate one. Their website is incredibly well done and suits the look of a prestigious publishing agency. Their phone directory is airtight, and their name sounds so important and authentic- how could you not join? As we learned from experience, a company name takes weeks to invent and months to brand. Websites take months to design and build. How long does it take to train all of their incredibly good sales people, and install their phone systems? They might as well have done things the right way.
A business should do two things: 1. Enhance the community in which it operates and beyond, and 2. do it legally. I didn't want their stupid plane tickets anyway.
-Brian
