I’m in awe of Major League pitchers who can throw the baseball a hundred miles per hour. A few years ago, I was at an expo at a sponsorship event and stepped into a pitching cage to see how fast I could throw a ball.
Now I’m not completely un-athletic. But after lobbing the ball a few times to get warmed up, I wind up for the real thing – forty-seven miles per hour. That couldn’t be right. So I wind up and give it everything I’ve got. Forty-six miles per hour. And now I have a newfound respect for major league hurlers.
So how does a major league pitcher make a ball fly at a hundred miles per hour and consistently hit an inches-wide target that’s ninety feet away? First, he practices pitching over and over for years and years. Then coaches and trainers meticulously hone the pitcher’s movements to ensure absolutely perfect form that won’t break down under pressure. Finally, and probably most importantly, the pitcher calls on every part of his body to participate in the process.
Sportscasters say, “that pitcher has a great arm.” But it’s not just the arm that throws the ball. Fingers have to hold onto and release the ball. The shoulder has to power the arm. The spine and hips have to generate torque to whip the arm around. The legs have to provide that forward propulsion for the movement.
The lungs can’t be seen from the stands, but if the pitcher couldn’t get air in him he wouldn’t be able to throw the ball. In fact, he’d die. The same is true with veins, arteries, blood and just about every other part of the body.
It’s a very similar story when we think about how high-performing teams deliver the brand experience at the best companies. There are front-line people delivering a service or selling the product. Typically, someone with a great pitch. But as important as they are, front-line employees are just the final connection to the customer.
Without the rest of the company, the brand experience falls completely apart. Someone invented the product or service. Someone figured out the operations requirements for building the product. Some actually worked on the assembly line or sewed on buttons. Someone made sure that the plant or office is a comfortable and safe place to work. Accounting figured out how to bill the customer so that employees could get paid and everyone would actually show up for work.
While the connection is not always obvious, everyone in the company has a role in the customer or brand experience. Everyone in the company contributes to making the product as good as it can be. Companies work at their peak when every part of the organization understands how his or her individual actions contribute to the company’s success.
Interested in communications that get every employee in the company aligned with your goals? Tribe can help.