Читать книгу Selling With Noble Purpose - McLeod Lisa Earle, Lisa Earle McLeod - Страница 31

Many companies tend to try to “kitchen sink” their NSP—that is, to throw in every single thing you could possibly do for customers. It's important to fight the temptation to overdescribe; a simple statement is much more powerful.

One of my favorite examples of simple elegance comes from California's Orange County Court system. Their NSP is: We unclog the wheels of justice.

You might not think of a court system as having customers, but the Orange County Court believes they do. They consider the plaintiffs, the defendants, the jurors, and the lawyers all their customers. Their NSP speaks to their desire to make a difference in people's lives during times of conflict and stress. They strive to implement the principles of our country in a just, fair, and efficient way for all parties involved.

Interestingly, Orange County's NSP didn't come down from the executive team. It came from a single person. During a leadership program, the 60 top managers, divided among 8 tables, discussed how Orange County makes a difference to customers. When the teams reported back their results, one of the in‐house attorneys stared at the lists on the flip charts and said, “You know what we do? We unclog the wheels of justice.”

You could have heard a pin drop in that room after she said it. Sixty people sat taller in their chairs, smiling because they knew their jobs mattered. I swear that I even saw some of them start to get misty‐eyed.

These words spoke to the highest aspirations of everyone in the room. That single powerful statement contained what Jim Collins refers to in his book Good to Great as “the quiet ping of truth like a single, clear, perfectly struck note hanging in the air in the hushed silence of a full auditorium at the end of a quiet movement of a Mozart piano concerto.”

An ideal NSP is not full of bravado or bluster; it's not something you hope to do. It's something you can do right now. It's fully within your grasp, and every person in the room knows it. It doesn't require explaining or defending, because it taps into what you're already doing and what you want to do more of. Your NSP names who you are on your best day as an organization.