No Phone Zone at Masters

Similar to the cruise ship Paradise which I wrote about in our book Creating Do-It-Yourself Customers, where smoking was banned on the ship with severe penalties if you did smoke, the 2012 Masters golf tournament has a similar policy. Cell phones are banned from the Masters, and if you are caught with one then you are asked to leave and banned from the Masters as well (see WSJ 4/6/12). Here we have the use of an incentive (specifically, punishment) to influence customer performance. What's also interesting about this policy is that it has forced spectators to revert back to other methods to keep in touch with their friends and family at the Masters, such as having a plan (Vision:Plan).