What good food can tell you about business, work and love

I heard this story yesterday and it kind of blew my mind.

Not in a “the world is not flat” kind of way.

But still.

It’s a story about culinary diplomacy, or gastrodiplomacy.

Here it goes:

Ever wondered why there are so many Thai restaurants around? (For example, in the US there are about 10 times more Thai restaurants than Chinese restaurants compared to the population).

Is it “because people like coconut milk and noodles”.

Sure…

But that’s only part of the reason.

You see, back in the beginning of the 2000’s the Thai government wanted to push exports and attract more tourists.

So what did they do?

Well, they supported chefs going abroad to open up Thai restaurants.

Wait, they did what now?

They figured they have good food and getting it in people’s mouths around the globe would be a good way to promote the country.

And they were serious about it.

Don’t have the money? Nor worries, we’ll give you a loan.

Don’t know how to start a restaurant? No worries, just read A Manual for Thai Chefs Going Abroad (published in 2002 by the The Public Health Ministry).

Don’t know what to put on the menu? No worries, just pick between the three concepts, Elephant Jump (fast, casual), Cool Basil (mid-market), or Golden Leaf (creme de la creme).

And it all worked.

Since the launch of the program, Thai restaurants outside Thailand have increased 3x (from 5,500 to +15,000).

Crazy.

Today, the Thai’s are not alone. South Korea, Taiwan, Peru, Malaysia and North Korea have all realized that this is a great idea and launched their own programs.

Jesus, I need a break…

Alright…

For me, there’s a lesson here (or two).

Let’s put it like this:

Do something people like (“add value” or call it whatever you want). And then don’t sit around waiting for people to notice. Show them.

For example…

If you want to win customers for your business - don’t tell them you have a good service, show them you have a good service.

Or…

If you want a promotion - don’t tell your boss you can do the job, show your boss you can do the job.

Or this quote I heard somewhere (I can’t find it so I’m going to paraphrase the shit out of it)

Everyone’s waiting for a worthy partner. But no one is making themselves worthy of a worthy partner.

Show them.

The second one is this:

If you want to change people’s mind, good food seems to be the way to do it.

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