The Menu…

It one of man’s greatest inventions, after the wheel.

“May I take your order?”

“What’ll ya have, sweetheart?”

“Yes, how can I help you?”

“Hello Doll, Do you know what you want?”


How many times have we heard these questions?

I was getting a treatment from a new client recently, Tyr Throne (ex-ballet, expert on the physical human body), inventor of something called “Body Evolution” back in the 1970s (he’s ten years older than me but, looks ten years younger).

He asked:

“What is one of the greatest human inventions?”

I was thinking “fire”, the wheel, automobile, telephone, computer…

He answered his own question after a long silence:

“The Menu”



I’m a designer, have designed, literally, hundreds of them, and never really saw it that way. Menus are difficult to design, text heavy, and take hours to layout and produce. We totally take them for granted. Needless to say, my designers and I were always starving after designing them and often placed an order a.s.a.p. : )

Another client, Tabor Butler, (a personal financial “investor” for affluent clients) suggested that I should have a menu just last Friday.

It was mentioned twice in one week!

I did some reading and got to work on this, this past 4th of July weekend and opted to miss the Fireworks (also invented by the Chinese).

The Menu:

We can thank the Chinese during the Song Dynasty, about one thousand years ago, for the “menu”. Unlike most of the civilized world, paper was abundant there.

However, the word “menu,” like much of the terminology of cuisine, is French in origin. “Menu” is, apparently, a Latin derivative from “minutus,” —something made small.

In France it came to be applied to a detailed list or résumé of any kind. Menus offer consumers choices and are prepared on a small chalkboard. In France you can still order something “la à la carte,” which translates to “according to the board.”

A menu allows your customer or clients to choose from a list of unseen items and gives a customer options to spend as much or as little money as they chose.

To Illustrate why this invention is of massive significance, click here to see a services menu.

Let me ask you this:

How many times have we ordered take out, or to go from a menu without even knowing their inspection status, quality of food or service?

Menus ‘auto’ instill trust and create clarity.

It’s Neurochemical!


Call me if you want to develop a menu.


It’s a great idea and took me 16 years in business to finally get to doing one. We’re hopefully never too old to learn to make improvements, or things more effective and smarter in our business.

Let me know. Let’s have a conversation, then send me a list of services via e-mail. It will take me 3 business days to complete it. We can expect this to go back and forth a couple of times which makes it better and better each time.

The ‘menus’ is an instant sale proposition as people use them each and every day.

Have a pleasant day!

Breuk Iversen Crest





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