In the Puddin'

Overcoming the Wall - Part I

 

In the Movies Series

It was the night before the big charity 10K. For those of you that are newer Puddin' readers, I participated in the Run for the Women of the Congo in early October. (For more details, read post: 'Brand-ching Out'). And I was feeling pretty well-prepared for a total non-athlete who gets winded traveling the stairs of my house. It had been 6 whole days since I made the commitment to run and I was set. Here's the check list:

• Running shoes: Check. Incidentally, my stylish Pumas - one of my rare pairs of shoes without heels -were definitely not meant for running. After taking a few practice 'runs' in them, (50% walking) I tore up my feet so badly, each toe and my ankles needed to be fully taped (lack of skin). Out of pity, my family gave me an early birthday present of Nike ZoomVomero3 shoes - far and away the most high tech (and most importantly, comfy)shoes ever. I recently been allowed to slip back into them now that my big toe has healed. You don't want to know anymore - Let's just say it's a good thing I'm not paying the rent with foot modeling...
• Athletic clothing: Check. No need to look any father than my own closet where the shelves offered a variety of workout outfits in pristine condition - Like they'd never been used...
• Water bottle with performance fuel: Check.The day after the first practice session, stirring coffee was painful, I was so sore. Rescued by my workout fanatic son, I tried CytoMax performance drink the next time out. I don't know exactly what's in it or if I would pass collegiate athletic screening tests, but it lowers the lactic acid level by 40% and increases muscle recuperation time, so you are not nearly as sore - very cool.
• Carbo-Load the night before: Check. The ritual of stuffing down as many carbs, usually in the form of pasta, the night before a race for maximum energy. Homemade spaghetti did the trick.
• Relax & get a good night's sleep:It was time to relax and watch an inspirational movie to get me psyched up. My family decided to make the movie selection while I cooked. What was it to be? Chariots of Fire? Rocky? Miracle? Nope - none of the above. They selected
Run, Fat Boy, Run.

Now, I consider myself a good sport and can admit there are times my jeans threaten not to fasten, but were they serious? The title of the movie alone was enough to give me a complex. Already self-conscious that I would struggle to finish the race, let alone finish well, I figured my family went too far with this one. Apparently, however, they knew exactly what they were doing. The movie was absolutely perfect for the occasion and, additionally, for what it really takes to implement change in your personal brand.

Alright - here is the part where I warn you that if you have not yet seen this movie, stop reading now or I will ruin it for you. Go out and rent it, or NetFlix it or whatever and then get back to reading this. The Puddin' takes no responsibility for spoiling the ending - read ahead at your own risk.

Run, Fat Boy, Run, is a David Schwimmer (Ross from 'Friends') directed comedy starring Simon Pegg as 'Dennis' a life-long underachiever that regrets leaving his pregnant fiance 'Libby' (Thandie Newton)  at the altar and is determined to win her back by demonstrating he is no longer the man he used to be. Proving he is 'more of a man' than Libby's current successful, athletic love interest, Dennis enters a marathon. As a mall security guard with a significant spare tire waist who is notorious for never being able to chase down shoplifters, the likelihood of Dennis completing the marathon seems absurd. Libby's boyfriend (Dennis' nemesis), a seasoned runner, is also entered in the marathon and makes it clear he does not believe that Dennis will finish the race - citing Dennis' lack of mental toughness to be the source of his failure when he 'hits the wall'.

Hitting the Wall: The moment when it feels as if you have no energy or strength left to continue the race - Every part of you begs to just quit. You cannot do it - It's just too hard. Every endurance runner faces it at some point, and so does every brand trying to implement change. Introducing change will always be met with 'brick walls' from your audience - both internally and from your consumer. The question is, what will you do when you 'hit the wall'?

Throughout the movie, Dennis is faced with the stark realities of his current brand:

• His horrid Brand Value: The poor perception from everyone in his life as an irresponsible underachiever, and
• His dismal current Brand Performance: his present actions resulting in consistently letting others down by never following through on his promises or being accountable for the poor results.

Despite these obstacles, Dennis chooses and holds firm to a few key ideals essential to changing his performance that in turn, changes the perception of his personal brand from those around him.

In fact, his authentic, steely resolve in the face of adversity - including injury and sabotage from his competition - becomes engaging, compelling & inspiring; creating an exceptional city-wide audience of champions charismatically drawn to the passionate performance of his efforts and him personally (his brand):

1. His ultimate purpose is genuinely important to him
2. His promise is truly important to his key audience
3. It is unquestionably vital that the objective be met
4. His personal comfort and security can be freely sacrificed to implement change
5. Despite any circumstances or obstacles, he must deliver on his promise

More on this will be continued in Overcoming the Wall - Part 2. Look for it to be posted Monday, March 23th when I get all worked up about the importance of committing to change. Until then, here's a few questions to ponder:

• How do you and/or your organization handle some of the negative perceptions and less then perfect performance issues?
• Are you open to change?
• Why would that change be important - really, really important?
• What does your key audience think about your proposed change?
• How committed are you to fulfilling that change? (Remember - you are promising...)
• Are you willing to sacrifice your personal comfort and security to achieve it?
• What will you do when you 'Hit the Wall'?
• And most importantly...Have you seen Run, Fat Boy, Run? Get on it...you have until Wednesday...

--Dolores McKay, ZAG Group CVO

 

 

 

As You Wish Performance

In the Puddin - Puddin' in the Movies Series

When facilitating Learning Experiences, I sometimes utilize movies as an entertaining example of certain brand and experience principles. Recently, a participant suggested that I use movies as a series subject for the Puddin'. Great idea.

Once a week, for the next while, I will focus on some of the messages played out in some of Hollywood's finest. This week: The Princess Bride. A 1987 Rob Reiner film classic, The Princess Bride not only features the debut of Robin Wright (‘Jenny’ in Forrest Gump) but an all-star cast including Cary Elwes (Robin Hood: Men in Tights), Billy Crystal, Peter Faulk, Fred Savage, Carol Kane  and Andre the Giant.

If you have never had the opportunity to watch it, stop reading now. I will completely ruin the movie for you and that would be a shame. Go out and rent it, or NetFlix it or whatever and get back to reading this entry after you had a chance to take it in.

The perfect blend of fantasy, adventure, romance and comedy, The Princess Bride is cleverly stitched together with the common theme of the matchless power of “true love”.

Told from the narrative perspective of a grandfather reading a storybook to his sick grandson, the story begins with a poor farm boy, Wesley, who is in love with the beautiful girl, Buttercup, which he works for. Buttercup assigns him chore after endless chore – to which Wesley has but a singular response every time: “As you wish”.

And here is one of the best moments in the movie: The narrative voice explains that when Wesley is saying, “As you wish”, what he was really saying was’ “I love you”. Rob Reiner is then clever enough to show several vignettes of Buttercup giving Wesley random orders and then zooming in to show the sincerity, love and desire in both Wesley’s eyes and tenor of his voice as he consistently responds: “As you wish.” He means it – sincerely, completely and passionately.

And in return, after Wesley has consistently demonstrated his unwavering devotion to whatever Buttercup desires, Buttercup reciprocates the feelings of loyalty and devotion to Wesley.

And that’s the provocation. If you are a brand that promises service customized to the desires of the consumer:

·          Is that promise being delivered in a manner that makes whatever is being said to the consumer sound as if you were saying, “As you wish”?

·          Do your team members mean it – Sincerely & Completely?

·          Are you passionate about it?

·          Do your team members ‘love’ taking care of their consumers and solving their problems?

It is not a simple as just saying the words, “As you wish”. You and everyone in your organization who has any influence on points of contact with your consumers have to actually mean it.

More often than not, the words “As you wish” are spoken with a tonality of obligation and resentment. In most movies, when the servant or next in command is being given their duties and they respond, “As you wish” (or the like) it is quite clear that they will respond out of duty  but it is not something they want to do – they are being forced.

Unfortunately, in business experiences, that “forced attitude” is often the case as well. Team members are often scripted to say things like:

·          “Of course”

·          “My pleasure”

·          “I would be glad to take care of that for you”

·          “I will be happy to take care of whatever you need”…

…But the sincerity is not there. And instead of it being the positive affirmation of how much that consumer’s business means to the brand, it leaves the indelible impression that “I will help you if I have to, but I don’t really want to.”

Check your messaging. Do you make statements to the public and your internal team about:

·          How you want to go the extra mile for them

·          How you will do whatever it will take to make them happy

·          How you are a family

·          How the world revolves around them

·          How it is a pleasure to ‘do more’

I could open most any travel magazine or organizational manual and find statements not far off of the above remarks. They are certainly not difficult to write – the market is saturated with them – and promising such things is tempting…

Check your performance: Regardless of whatever words come out of your team members, what are they really saying? Like Wesley, are they really saying that they love taking care of the consumer’s needs or that they would love to tell you ‘no’ if they could?

And if Rob Reiner were shooting a close-up of each of your team members’ faces, what truth would it capture? Would it compel your consumers to reciprocate loyalty or are they aware that your team member sees themselves as a subordinate who has no choice but to acquiesce?

In the movie, the writers make it clear that the genuine sincerity of Wesley’s love can overcome all – including corruption, evil and death. It also shows the redeeming power of devotion to a cause and loyalty. I know - it's just a silly movie. But the wonderful thing about comedy is it allows us to point out things in human nature in a way that is larger than life – as if looking through a magnifying glass – in order to better see what is there.

Although incredible fun with a completely unrealistic plot, The Princess Bride is a very true to life example of the human response to sincerity and the compelling difference between what a person in service says and what they truly mean and ultimately, how that impacts loyalty. Rent it again and enjoy the message,the fun and ask yourself what you are really telling people... –-Dolores McKay, ZAG Group CVO

Brand Champion Award - September 12, 2008

James Richter - Lifestyle Services Supervisor

GRIGIO Contemporary Living

Brand Champion Awards - Awarding individual team member's actions & how it delivers their organization's brand promise in an extraordinary way

"Your Wish. Our Pleasure."

That is the Brand Promise of GRIGIO Contemporary Living. What is 'Contemporary Living'? It is an innovation in multi-family housing that takes the best elements of: hotel, resort, country club, condo and apartment products and has created a new, luxury lifestyle living environment. Basically, it is the inversion of the 'co-tel' (a condo that is built within a luxury hotel or resort). GRIGIO, developed by Gray Development Group and managed by Gray Clow Residential, is a leased living environment that adds the amenities and most importantly, services, of a luxury hotel or resort.

Imagine - a condo type property in which everything can be maintained for you - including: housekeeping, turning down your bed with rose petals and even 'in-suite delivery' of your favorite snack and bottle of wine: Room service to your own home. Now that is luxury living.

Unlike the other current market offerings of million dollar for sale co-tels, Contemporary Living suites are available for rent - Making this luxurious lifestyle tangible to the upwardly mobile 'not-yet-millionaires, but working on it' consumers who are currently prioritizing their time and convenience as their most prized assets.

What does it take to make the brand promise of "Your Wish. Our Pleasure." true? A few things:

• Amenities: Does the physical space of the lifestyle community provide the basic, luxury amenities that I am wishing for? With a poolside cafe, full gym, Pilate's room, modern indoor and rooftop lounges as well as a convenience retail center with DVD 'rentals' (they are free) and wine shop...yes.
• Service Offerings: Are there basic personalized services offered that address my 4 star and diamond wishes? Yes - GRIGIO offers a myriad top requested services for their members. From delivered laundering and dry cleaning services, to housekeeping, to concierge services to arranging private parties and even in-suite spa services plus more.
• Great Orchestration: Are there brand team members who are prepared and desire to execute all of the other things I am wishing for that are not on the standardized menu as well as all of the details that accompany my requests?
• Trust: Fostered from a relationship of continual reliability on the part of the brand, why would I trust telling you, let alone ask you to try to create something I really wish for? Unless... I have a basic level of trust that you:
  • Respect me as an individual and let me know I am important to you
  • Care enough about me to listen to my desires attentively - with the same concentration as if it was your own wish
  • Have the basic knowledge and expertise to deliver on what is being asked
  • Have the professionalism to see my request through with meticulous detail until all aspects have been complete.

The individual responsible for the performance delivery of the Amenities, Services, Orchestration and Relationship of Trust for GRIGIO is Lifestyle Services Supervisor, James Richter.

Simply being responsible for the aforementioned does not make a brand champion. Every 4 or 5 star hotel has someone in a role similar to James with the task of overseeing the execution of personalized services to consumers. James' title, crafted specifically for him, is not what makes him a champion - It is how he earned the title that is important.

James was originally hired as part of the opening team for GRIGIO in the beginning of 2007 as a Maitre'd - the essential first impression and welcoming presence of the experience. A gentleman with a genuine demeanor and approachable kindness, James won over prospective consumers and journalists alike while introducing them to the unique offerings of the GRIGIO lifestyle experience.

Through the trials of opening a brand new property and dealing with the stress-charged challenges that are inevitable in the moving process for people, James continued to build valuable relationships with the current and prospective members of GRIGIO. And as a result, James gained their trust and confidence both in what they desired as well as their faith in James' ability to deliver it.

Now, almost 2 years later since the opening of GRIGIO, James has been entrusted with overseeing the specific, resort style requests of the GRIGIO members as well as coordinating special events such as:

• Sport tournaments for the members to socialize and have a little competitive fun with their neighbors
• Food and beverage themed events such as "A Night in Venice" - (They are, after all, a lake front property) with Italian food, wine and live music (James also happens to be a former wine sales rep - he knows his grapes)
• Complimentary relaxation evenings for the guests complete with chair massages
• Fund raising charity events to give back as a community to local neighboring charities
• Even Yappy Hour  - socialization time for members who love their dogs
• Plus, countless private special events for individual members - from setting up the perfect romantic evening to arranging a flawless move-in.

In order for 'Your Wish. Our Pleasure.' to be a successful brand promise, GRIGIO must build a reputation of trust from its members that the GRIGIO team members will deliver on both: sincerely caring about their members' wishes and professionally following through to execute those wishes on a consistent basis.

Fortunately, for the GRIGIO brand, they hired James to champion their brand promise from the beginning to make that promise true and he has continued to find new ways to deliver value to its GRIGIO members.

Incidentally, I am not the only one impressed by the performance of GRIGIO. GRIGIO Tempe Town Lake won the National Apartment Association’s prestigious PARAGON 2008 Community of the Year Award.  The NAA has in its federation nearly 200 state and local affiliates, comprised of more than 51,000 multifamily housing companies representing more than 6.3 million apartment homes throughout the United States and Canada.  GRIGIO competed against 9 other property finalists (other Paragon award winners) from around the country for Community of the Year.

Congratulations to James for being a superb brand champion to GRIGIO's brand promise and to Gray Development Group and Gray Clow Residential for retaining and evolving James' role as a valuable asset to the GRIGIO brand. I look forward to seeing the next evolution in GRIGIO's execution of lifestyle experiences. --Dolores McKay, ZAG Group CVO

Champion Awards Guidelines:

• Each Friday beginning 8/8/08, an individual team member selected by ZAG Group and In the Puddin' will be selected and awarded 'Brand Champion'
• Brand Champions will be featured in 'In the Puddin', and receive an honorary certificate
• A Brand Champion's direct supervisor and corporate office will also be officially notified
• Each weekly Brand Champion is then eligible for the ZAG Grand Champion prize at the end of the year.
• On September 1, 2009 - the ZAG Grand Champion will be announced. More details on the prize coming soon, but will include: airfare, hotel room and a very cool experience (of course).

Tackling Your Performance

In the Puddin' - Puddin' at the Movies Series

When facilitating Learning Experiences, I sometimes utilize the movies as an entertaining, universal example of certain brand and experience principles. I should not have then been surprised when a participant recently suggested that I use movies as a series subject for the Puddin'. Great idea.

That said, I am aware how very clever and vocal some of you readers are. I have no doubt there are a few of you out there prepared to quickly point out that the platform of The Puddin' is to provide real-life examples (not crafted). Technically, you've got me on that technicality, but I will argue that since movies are virtual experiences that the masses share, with characters that we identify with as "friends", "enemies", "love interests" etc. - leading to thoughts and discussions about them and their circumstances as naturally as we would talk about 'real people'. So I say perception is reality and it meets the intention of The Puddin' if not the letter of the law. That's my story and I'm sticking to it.

Not convinced? Have it your way. It just so happens that I have picked a movie based on a true story. Problem solved. As it is also the first evening of Monday night football this season, it only seemed right to choose the cinematic classic, 'Rudy'. If you have never had the opportunity to watch it, stop reading now. I will completely ruin the movie for you and that would be a shame. Go out and rent it, or NetFlix it or whatever and get back to reading this entry after you had a chance to take it in.

Besides the fact that the movie in well-written, directed, acted and has an unbelievably inspirational story-line - Rudy also draws out one of the most overlooked advantages of having a devoted brand champion - they are ready and willing to tackle your brand performance.

The beginning of the movie sets the stage quite nicely as you watch Rudy, conditioned as a boy, into the importance of being loyal to the Notre Dame football brand. One of my many favorite moments in the movie is the scene where Rudy and his childhood friend, Pete, are gathered around the Rudiger family TV set watching a game. Pete respectfully asks Mr. Rudiger (Rudy's father) if at half-time, it would be possible to watch a few minutes of another college game. Sternly and with a tone of solemn importance, Mr. Rudiger explains, "We only watch one team in this house...Notre Dame. Isn't that right, Rudy?" Rudy utters a positive response with a proud grin - never letting his eyes leave the experience of the Notre Dame game on TV.

What an incredibly clear example of total brand devotion.

For those who have seen it, you already know the majority of the movie focuses on Rudy's passionate pursuit to play Notre Dame football against all physical, intellectual, financial and social odds. Very moving. For those who have not seen it, I really did attempt to persuade you to stop reading...

Rudy does eventually make the team as a walk-on player. Basically, a live tackling dummy for practice. The movie shows scene after scene of Rudy being pummeled by teammates twice his size during team practice. Bruised, bloody and most often defeated, Rudy consistently scrambles back to his feet to perform yet another tackle.

By far, my favorite scene sequence occurs when one of the largest players on the team avoids tackling Rudy on the next play. Rudy immediately responds with anger that his large teammate avoided him instead of tackling him directly.

Shortly thereafter, Rudy performs a tackle on another player who is furious and picks a fight with Rudy for "playing so hard at practice - like it was the SuperBowl".

After practice a group of the players stop Rudy to ask him why he plays so hard at practice and attempt to talk him out of pushing everyone so hard. Rudy then goes on to explain that, "If I let up, if I take it easy on you, then I'm not doing my job to make you better and getting you ready for the next game".

I could play that scene over and over it is so perfect. Why? Because that is what a truly devoted brand champion will do. Fight. Attempt to force you to become better so that you can continue to be the best.

And here's the irony. Unlike the movie Rudy who is showered with incredible honor beyond his wildest imagination at the end of the movie, most devoted brand champions are rebuked for tackling a system, service, product or business to make it live up to the grand place in their mind they feel it should be.

Think about it. How do organizations usually treat the customer who is disappointed in their experience compared to their higher expectation of what brand promise should have delivered? Pretty much exactly like Rudy's two teammates treat his efforts: with avoidance or some level hostility due to the fact that he demanded more from their performance.

Unlike the movie, organizations do not carry customers around on their shoulders for tackling processes, procedures and products that need practice. But they should. Instead, they are unfortunately usually labeled as "unreasonable", "high-maintenance", "difficult" or just plain "crazy". Too bad. It is these customers that think so highly of your brand, they are willing to tackle you in order to improve and live up to the elevated status of your brand in their minds. 

It was Rudy's passionate faith and respect for the strengths of Notre Dame football, that made him willing to do whatever it would take to have that brand be a part of his lifestyle - performing as many bloodying tackles necessary to help his favorite brand continually perform at a higher level.

Who are the 'Rudys' in your customer base? How about in your own internal team? Who is willing to tackle you in order to make you stronger? Who is willing to go out of their way to tackle whatever 'plays' you are running with the expectation that their devotion, passion and efforts will make a difference and create a better performance. I'll take those high-maintenance, crazy, tackling brand champions all day long.

Do your brand a favor and take the example of Rudy to discover:

• Who your tackling brand champions are,
• How you can embrace and honor their challenge to make your performance stronger, and
• Who your team members are that resent acting like everyday is the SuperBowl.

As far as your consumer brand champions are concerned - every experience your brand performs should feel like the SuperBowl. Otherwise, be prepared to be tackled for your own good. --Dolores McKay, ZAG Group CVO