Every business exists to deliver key customer expectations. You can call it brand, but it is what founders have typically identified as a need when they first started the business, service or product in the first place. Often it gets diluted, and employees become scattered in what they attempt to deliver. They just show up – but don’t really SHOW up.
I always ask in a needs analysis, can your employees or your Executive name off 3 adjectives why you exist. For example; McDonalds Restaurants was invented to deliver: Efficient, Consistent, Affordable food services in a CLEAN environment. They have now renovated numerous locations to get back to that “clean” feeling they were known for. Yes, they’ve added salads to their menu, (and thank you from a Mom who works hard to maintain a healthy weight), but I often still don’t go to McDonalds for a salad, and I do enjoy dropping in on the Golden Arches because I’m fairly certain once again, they will have a clean bathroom, no matter where I’m traveling.
Westjet Airlines is another example. They know why they exist and continues to grab market share – in fact they “Care”antee it. Their employees know why they exist; To deliver: On-time, Affordable and Friendly (actually often funny too) service.
Once employees and the management are clear on what they deliver and how they are different, they strive to enact it in their daily service delivery or how they manage employees and the business. They actually influence each other, and will support or nudge one another to ensure it happens. It’s magic when I see it happen and they often win awards and profits soar again. Ask yourself do you know why you exist? Name it now if you can.
