As a business leader, your job is not all about fighting fires. It is to establish anchors for the organization in a world of constant change.
More specifically, you are responsible for establishing “anchors” and setting clear expectations for what will not change during turbulent times. What will remain true and constant – no matter what. Irrespective of changes going on inside and outside of the business.
What are those anchors? They are the messages that …
Describe the heart and soul of the business.
Differentiate the brand.
Define what the company stands for.
Drive customer experience expectations.
Often, these “anchor messages” get pushed aside when the company is going through rapid change. It’s all about the here and now. It’s all about daily tactics and firefighting.
The sad thing is … this is precisely the wrong things to do. Because, when the storms roll in — employees and customers need to call upon those anchor messages … things than aren’t changing. Messages that provide them with a strong foundation from which to act and make decisions that are in the best interest of the business – long term. When competitors are knocking at their door, when customer service issues crop up, when technology fails, when product delays occur … that’s when “anchor messages” matter most. That’s when these messages directly impact business performance.
Executive teams that have established and communicated clear, compelling and consistent anchor messages – can weather any storm. They can get through the daily fires and still deliver superior business results. Those that have not engrained these messages into the hearts and minds of employees and customers … cannot.
Do your employees and customers clearly understand your company’s purpose?
What about your brand promise?
Do employees embody your core values?
Do employees and customers understand what differentiates you from the competition?
Do they have a firm grasp of your vision?
Only when employees and customers have knowledge of and belief in these “anchor messages” can they rise above daily distractions and disappointments – and remain loyal and true to your business.
Anchor messages create a sense of stability and clarity around what matters most long term. They relate to your company’s purpose, mission, values and promise to customers. They relate to your customer experience goals and long-term strategy.
Speak with our experts today to learn how we can help you reconnect your team with anchor messages that serve as the foundation of your story and strategy.
That’s Your OnMessage Minute.
