The Power of a T-Shirt

“… and that’s why I’ve decided to go to Stetson University.”

My wife told me an incredible story of how an investment in the neighborhood of $3.00 - $5.00 produced an ROI of something to the tune of $172,000 over the next four years!

She recently had a conversation with a girl who was graduating high school this year. Obviously bright, she had several college and university offers to choose from. She visited and toured each campus in hopes of narrowing down her decision. Only Stetson University gave her a parting gift… a Stetson University T-shirt (approximate value to Stetson: $3.00 - $5.00).

Still undecided about which school to attend… one day she wore her T-shirt… and by day’s end… she knew it was Stetson.

WHY? Not because the T-shirt was made from 100% cotton. Not because it fit her (excuse the pun) to a “T.” Not because it was free. Not because she liked the color. Not because she liked the fact that it had “Stetson University” on the front.

She decided to attend Stetson University because OF WHAT OTHERS SAID ABOUT THE T-SHIRT!! She enjoyed the fact that people were coming up to her and asking if she was a student there… a graduate there… or if she was planning to attend there.

She liked the attention she received… it made her feel… well… good about herself. It added value to her self image... this high schooler. And it made her proud to be associated (or soon to be associated) withStetson University. And that association will cost her about $43,000 an academic year.

I think Seth Godin would describe it as being associated with a “tribe.”

I think Tom Peters would say it was a "little thing that made a BIG difference!"

I think Kevin Roberts would label it as a “Lovemark” that went beyond branding!

I think I would just say… brilliant!

No doubt she’s going to get a phenomenal educational experience… but that would have probably been the case no matter where she had chosen to attend. But that T-shirt… well… it made the difference.

What’s the T-shirt (metaphorically speaking) you're giving away freely to others? Is it:

Your product?

Your service?

Your smile?

Your ability to make people feel at ease?

Your generosity?

Your reputation?

Your status?

Your lack of status?

Your caring for others?

Your ability to make others laugh?

Your love!?!?

Your selflessness?

Your money?

Your title?

Your empathy?

Your convictions?

Your time?

Your playfulness?

Your passion?

Your wisdom?

Your risk-taking?

Your enthusiasm?

What FREE thing to do you give away to people… unconditionally… that makes people want to be associated with you? NOT because of what you can get from them… BUT because of what they can get from you (translated: they become a better person having known you).

All I’m saying is… FREE-ly give of yourself… the ROI you will receive will be beyond anything you can imagine. And I’m not talking dollars and cents… but you already know that.

Hey… It’s your white room (translated: life). Make it remarkable!