(I LOVE this story the Do Lectures shared in their email newsletter, in partnership with Hiut Denim.)

It was the #2 rated hotel on Trip Advisor from thousands of reviews.

• It is not fancy.
• It does not have deep pockets.
• Even the deep end of its pool isn’t that deep.

But, it did not play by the rules.

It understood it could not win by trying to be better. Instead, it chose to be different. But it realised there is an art to being different.

Being different is powerful when you understand it must come from a truth you can uniquely bring to life.

A truth.

Kids of a certain age don’t give a hoot about luxury.

• They don’t care about the thread count on the Egyptian cotton pillows.
• They don’t care about the muted pastel shades of wall paint that are designed to relax you and make you feel calm.
• They don’t care about the wine cellar with 15,000 bottles of fine wine from France and beyond.

On the other hand, they do care about Lollipops. Now, they MATTER.

Which is why by the very average-looking pool at the Castle Magic Hotel, there’s a bright red phone that has a sign above it that says, “Popsicle Hotline.”

And when the kids pick up the phone, somebody answers and says, “Popsicle Hotline! We’ll be right out.”

And moments later, somebody comes out wearing a suit, carrying a silver tray loaded with grape and cherry and orange popsicles. They present them to you wearing white gloves, like an English butler, all for free.

Someone at Castle Hotel had an important insight:

• Kids make the decisions.
• Adults provide the transportation.
• And, if they behave, they get to pick up the bill at the end of the stay.

If it’s down to the kids where to stay, and, OH, IT IS, they don’t stay at the boring Four Seasons.

The ‘Popsicle Hotline’ didn’t cost $33 million. The ‘Popsicle Hotline’ provided a peak moment for the kids. And you can be sure, that kids will tell their friends about the ‘Popsicle Hotline’, especially if their friends’ parents are making them suffer by staying at the Four Seasons.