Just the graphic…
The “Art of Excellence” in Healthcare was a wonderful experience. Here are some highlights.
On a trip to Miami for a conference, I had the great pleasure of participating in a wonderful experience. A large group of attendees were presented with the opportunity to take a walking tour of some of Miami’s authentic Cuban restaurants. Being the type of person who loves to experience great food and culture, I was game.
What I soon discovered was that our tour guide was more than just a guide, she was a passionate lover of the culinary world. She was not just giving us a tour but guiding us along a culinary experience unlike any other I have ever had. Up and down side streets to small little niche shops and restaurants we explored and discovered some of the most interesting people and culinary pleasures.
What made this a true experience was the passion Lisa from Miami Culinary Tours had about her world. She wanted each guest she lead to understand, experience and appreciate the culture, food and heritage behind the restaurant scene in Miami. She created moments of memories and embraced what it meant to stage experiences. With only a small amplified speaker and the streets of Miami, Lisa used all these locations as the stages for the experiences or food exploration. And the “Ing the Thing” was not eating, but devouring a culture through its food and drink, consume the Cuban heritage and digest the knowledge she shared.
This story was shared to me a long time ago so I may have changed it slightly, but I think you will get the idea.
One sunny afternoon two ants from different colonies met beneath a grand old apple tree. In customary fashion, the two ants exchanged greetings and signals about where they were from. The first ant came from the West near the old barn; the other from the East, just passed the well.
After formal greetings the ant from the West asked the other ant what he maybe scouting for. The East ant tilted his head up towards a fresh shiny apple was up in the tree. “I’m here to get that apple.”
With a polite nod, the East ant scurried up the tree. The ant quickly moved up and down, back and forth across each limb in search of the path that would lead him to the apple.
From the ground, the ant from the West watched with great intensity and curiosity as the other ant’s search continued. Strange, he thought, why was the ant from the East working so hard to find the apple?
Eventually the ant from the East returned back to the ground below only to discover the ant from the West carrying the prize apple away.
“Stop” he signaled. “How did you get the apple before me? I tracked each limb and backtracked every possible path to the apple, yet here you are with the apple. How?”
The ant from the West set down the apple and climbed on top and spoke. “You see, it’s quite simple ant from the East. As you raced up and down, back and forth across every possible limb trying to find the right path to the apple, I simply began at the apple and followed the path back down to the ground before climbing the tree to get the apple. You see, I saw the end and worked my way back to the start. This way there was only one route needed to take.
With that, the ant step down off the apple, picked it back up and headed back to the old barn and to his colony while the other ant remained looking up at the grand old apple tree with amazement and without an apple.
Like any venture, it is better to understand the outcome than it is to rush into it and needing to try various options until you discover the solution or before someone else does. Strategic planning combined with visual thinking and graphic facilitation are powerful tools in clarifying goals, directions and tactics needed to achieve those goals before venturing forward.
So, before you race up that tree searching for the apple, stop and map out your journey first and save time and energy.
Thanks for reading and journey ahead like the ant from the West.
No, this is not a story of a little girl and her pet rabbit.
In fact, this is about how employees and customers react to a company’s environment.
Allow me to explain.
During a past ideation session with a client group, I was graphically co-facilitating on a large white board some of their responses about their customers in their centers. During part of the team activities I over heard one of them say, “We hear such great things about our staff and the environment from our customers.” In response, I added some exclamation marks above the heads of the customers I had drawn interacting with the staff to emphasis the positive response. During one of the breaks, a few of the participants had gathered in front of the visual recording and were making humorous comments about the pigtails and rabbit ears I had put on people.
“Pigtails and rabbit ears?” I asked. They pointed out that the exclamation marks I had drawn over the heads and how it had made them look like they had pigtails and rabbit ears. Sure enough to my amusement I had. Unknowingly to me when, In order to add relevance to the comment, I had made some of the people cute girls with pigtails and others, people with rabbit ears.
After that, when that group discussed the experience being staged for employees or customers they would challenge the rest of the group by asking if it would give the employees and customers pigtails and rabbit ears. To my surprise, a humorous visual edit quickly became shorthand for measuring a positive experience.
Since then, I ask myself during client ideations about headquarters or customer spaces if they are actually creating enough of a positive experience within their environments that the reactions from those engaging in the experiences would generate pigtails and rabbit ears on drawn people? One of our goals for our clients is to help develop experiences that would exceed expectations and create positive memories, experiences that employees and customers would share with others.
I challenge you take a look at your employee and customer environments and interactions. Are they dynamic enough to put pigtails and rabbit ears on your people? If not, how could you change the environment and the interaction to do so? Maybe we can help?
Until next time, keep thINKing in Ink and stay ahead of the problem.
When it comes to experiences, it’s not about the thing as it is more about what you do with the thing. An experience is in the action or “Ing” of a thing. A ball is a thing, yet ball balancing is doing. Any time you do something, you are in essence, experiencing. For a business, staging the action of a thing can be of greater value than merely the selling of the thing.
This trend, which the American Lifestyle Report identified and the Washington Post reported, indicates that consumers are shifting from the acquisition of things to seeking more experiences. People are doing more than buying more. Consumers are moving from the tangible goods to intangible experiences. With this shift comes greater value to the staging of experiences.
So, before you create your customer experience, stop and consider what you want your customer to do. What are you “Thinging” for your customers to experience and how are you driving value from this experience?
The New Economic Value Equation is this “Ing > Thing”