“Just do it.” ~ Dan Wieden, co-founder of Wieden & Kennedy, ad agency for the Nike brand
What good is talk about purpose, mission and values if it never leads to true action?
The key thought is to “operationalize” your company culture. Align every system and decision-making process with your North Star or your purpose. Infuse your systems with your values. Then live by them daily as you interact with each person who encounters you.
“Show me your faith without deeds, and I will show you my faith BY MY DEEDS.”
~ James, brother of Jesus (emphasis mine)
The chief end of business, in my humble opinion, is two-fold: provide valuable goods/services to customers and support the owners/employees with wages. The end is better achieved when the customer enjoys their experience with you. The old saw is true: “People do business with people they know, like, and trust.”
You want clients to be loyal? Treat your customers with respect. Be prompt. Be courteous. Be excellent in your communication. Make them feel valued…not in the smarmy, come-on way…but in genuine appreciation for their loyalty to your business. That’s the baseline.
You want brand evangelists who create buzz for you? Treat your customers like VIPs. Overserve in delightful ways. Deliver an experience that is memorable – one that motivates them to come back for more…and with more friends in tow.
I heard a story of two park maintenance workers who were sweeping sidewalks in front of the famous statue of Walt Disney and Mickey at Disneyland one day. A family with two youngsters stopped to ask these men for directions to a certain park attraction.
Rather than point (with the polite, two-finger gesture), or show them the spot on a map, or tell them how to find it; these men dropped their dust pans, shouldered their push brooms like muskets, and led the family on a private march through the park to their desired destination.
Their job titles were “environmental technician.” Their tasks were to sweep debris. Because they wore a Disney uniform and name badge, their tasks were trumped by the opportunity standing before them to fulfill Disney’s purpose. Their common purpose was to create happiness for park guests.
Go ahead and have your parade to Splash Mountain. The trash will wait. You have one opportunity to convert this family of four into lifelong Disney fans.
This story is not mine. I heard it, I’m sure, after many re-tellings.
And that’s my point: This is a legendary story about how well Disney treats guests! The legend was birthed in the story told by the parents, whose children giggled and marched their way through Disneyland behind a couple of janitors with brooms on their shoulders.
Your brand is what people say about you when you’re not in the room. How do you want to be remembered?
Let your purpose and values shape your daily operations and behaviors in such a way that people discuss the way you make them feel in exactly the terms by which you wish to be remembered.
