Do we actually know what great is?

Foreign. Hey everyone, and welcome to Friday's edition of Talking Points Live with me, Jason S. Bradshaw. As a reminder, every fortnight I have a newsletter called Talking Points where I share information about books that I'm reading that I think will be valuable to you, key insights that I think will help you get a breakthrough in your business. And of course I share some things that catch my attention during the fortnight, which again, I think there's some lessons in it in for all of us. So my newsletter has gone out for this fortnight. Today is the day that it goes out. You can subscribe on my website, Jason S. Bradshaw for the next edition or you can visit my profile on LinkedIn and see the episode or the edition that went out today, I should say, where I share what I learned from Oprah Winfrey. And I actually have been in the same room as her. But you need to read the newsletter, learn more about that. Now, today's live edition, I thought we would talk about this topic of great Quite often we will say that was a great experience or my business delivers a great experience, or we have great products or we'll onboard a new team member and we'll say, you know, we deliver greatness. But the problem with it is not the phrase in itself nor the aspiration of being great, but rather the lack of clarity. You see, what I describe as a great experience could be and most likely is completely different to how you describe what is a great experience. What I describe as a great experience could and is different to how my partner describes what a great experience is. Is. My point is that in business, that lack of clarity around what we mean by the term great or any other term for that matter, can lead to inconsistency and lead to your business not breaking through. Lead to your business not really being famous for delivering a great experience, a consistent experience every single time. Now, the truly remarkable companies know this and they go to some really granular details to make sure that they deliver a consistent experience that lives up to their definition of what great looks like, what great feels like. Take the Disney Corporation, for example. Every cast member is taught the importance of a great welcome and the steps to a great welcome. In fact, they know how close you need to be to them before they actually say the words hello, welcome, good morning, good afternoon. They also know how far away from them you should be when they wave to you. And they also teach their cast members how to wave. Yes, seriously, they teach their cast members how to wave and to make eye contact or to appear to make eye contact with Guests who are more than four, more than six feet away from them, so about just under two meters away from them. And equally if they're closer than 2 meters, that's where you can engage in some dialogue. And of course, they have some guidelines around the dialogue as well. They also have guidelines around what a great park experience would be. One of those guidelines is around cleanliness. And that's why you see so many trash cans in a Disney park, because they've identified the ideal distance between each trash can to optimize the cleanliness of the park and optimize your likelihood of actually using them. They absolutely are a great example there. I'm using the word again. Great. Fantastic example of how getting clarity around what we mean by great, we can deliver on it consistently. Now, another organization that I'd like to call out here is Doubletree by Hilton. They've also taken the time to define what a great welcome to their hotel looks like and in the process has created a wonderful word of mouth tool that people talk about. Jay Bear would call it a talk trigger. And when you check into a Doubletree hotel, you'll be greeted by obviously by friendly team members, but they'll also offer you a warm cookie because that's their signature trademark, their signature welcome. Now, I've worked in organizations, I've had roles in organizations where I've even had to go down the path of scripting how the telephone is answered so that every single time you rang that organization or you got a voicemail in that organization, you had a consistent familiar response. So if you're guilty, just like I have been in the past of saying to someone, do great, deliver great service, then I ask you to step back, pause for a moment, collect your thoughts, and then define what you mean by that. Now, importantly, if you're in a large organization or just perhaps a solopreneur, you need to write those steps down and get crystal clear in the steps, the processes, the system for delivering great consistently. So going back to my example of that warm welcome, when someone comes into your business, it could be that they're greeted within 60 seconds and that the greeting that you say hello to the customer when they're within 2 meters of you and within 60 seconds. And that the hello will not only be a welcome but also an offer of assistance. Now that could be the same on a website. You greet them when they arrive to your to your site, you provide easy guidance on the next steps of navigation, and then you show them gratitude for spending time with you. The steps are not important. They don't have to be my steps. What I'm suggesting, though, is if you want breakthrough success in your business, you need to get crystal clear about those moments in a customer's and employee's journey that are memorable, that are critical, and define what great means in your organization when it comes to those steps so that you can not only deliver on them consistently, but that you can be the benchmark and the brand that people trust. So I truly know that you have the ability to deliver greatness in your business, to be a great leader and have breakthrough success. If there is anything I can do to help you achieve that, feel free to reach out. I'm Jason S. Bradshaw on all social channels and Jason sbradshaw.com on my website. So until we speak next time, stay well and wishing you much success.