The One Dish

Seth Godin talks about a restaurant that serves “the one dish that people would drive across town to buy.”

What’s your “one dish?”

Please don’t tell me that you deliver state of the art dentistry in a relaxed and comfortable environment – pretty much every dental web site contains that statement, either in writing or on video.

Your “one dish” could be:

I’ll drive across town because:

  • this dentist has placed more implants than anybody else I can find
  • this practice has more positive reviews that any other
  • this practice opens at the times that suit my crazy schedule
  • this practice sent me the most amazing treatment plan pack I have ever seen (and followed up in a professional way)
  • this practice has parking/is close to a transport hub
  • this dentist/TCO/team really do deliver a business class experience
  • this practice was recommended by my best friend
  • I took a look at their web site and social media and realised that people like me visit people like them
  • I trust, respect and like them

Please don’t tell me that your “one dish” is that

  • this practice has the lowest price
  • this practice offers 0% finance
  • this practice gives discounts

People will drive across town for that – but they are the wrong people.

What’s your “one dish?”


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.