We live in a consumer driven marketplace. At least that is what we're led to believe. However, over the last 5-10 years I've seen a shift. A shift that has eroded the very foundation of business.
When a business develops a product or service, it does so in an effort to bring value to someone. A digital meat thermometer provides chefs with an accurate temperature of their steak so they can ensure the proper doneness. Pencil top erasers offer a timeline extension to the life of your pencil when the original eraser is gone. Massively valuable.
But then something happens. A switch goes off. Now that you have produced a valuable product and service are helping those who need it, you begin to think about profitability. "How can I make more money?"
And now the customer is simply a means to an end. This is how many businesses operate today.
We live near a few Food Lion grocery stores. They are a convenient place to go when we need groceries. However, like many other grocery store chains, they have neglected developing their people and in turn, neglecting the customer. My experience has been workers simply stock shelves and attend cash registers. There is no greeting, rarely a smile, their heads are down, simply focused on adding more products to the shelf.
What would happen if the people that were hired were actually focused on delighting the customer? Bringing a smile to a face? Being observant and helping customers that look lost, and helping them navigate to the product they need?
“The language and the measures of business need to be reversed. A good business is a community with a purpose, and a community is not something to be ‘owned.” - Charles Handy
I believe there is a better way. It's a more thoughtful and meaningful way forward. It begins by going back to where businesses started. The mission. The purpose. "Why do you do what you do?" Ultimately engaging the workforce in delivering on the core mission through agreed upon values.
Food Lion is simply one example of many businesses, retail chains, and more that could use a lesson in what branding is, what it does, and the impact it can have on individuals and communities alike.
Let's take the focus off of metrics and measures long enough to look each other in the eyes and remember what we're all looking for. Connection.
If you would like to talk about ways to reignite the fire within your business, contact us. We'd love to help.
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