The Value of Values: Hidden Assets
Is trust a plant to be nurtured, cultivated, grown and harvested?
If so, can it be stored, preserved and packaged?

Does a leader lead by conscience or consensus? Do followers make choices or avoid them?

When did mediocrity become acceptable and skepticism become an attribute?

In the modern world, where it is safer to say no than to risk the possibilities, how does a corporation gain and retain the trust and loyalty of its employees and customers?

The answer is simple in concept, complex in application: character. Before trust is given in support of a product, that product must demonstrate why it is worthy of trust in terms that the customer values.

Trust is gained when a promise is given, tested and fulfilled. If a corporation shapes, designs, manufactures, and delivers a product that does what it says it will do, trust becomes the bi-product. However, if the promise over-promises and distorts its attributes, trust is lost and impossible to regain.

Many organizations don't address, much less consider, a communication environment cluttered with assumptions and misunderstandings. They prepare their product's promise based on a point of view unique to them. The customer views the promise through a skeptical lens shaped by past experiences, both good and bad. If those negative experiences are not identified and dealt with, they will remain obstacles to the acceptance of the product's promise.

When the product delivers on its promise, a connection is made with the customer. When more of these points of contact are made and accepted, a bond is formed and a brand is born. Brand loyalty and the deference accorded such a relationship provides a corporation with a protected environment in which new products are introduced to an audience predisposed to give them the benefit of the doubt.

Requited Love
Essex Two was hired to evaluate, design and produce an identification program for Children's Memorial Hospital. This institution ranks as one of this country's best hospitals for children. Aligned with Northwestern University's School of Medicine, Children's Memorial is a formidable advocate on behalf of severely ill children and their families. What we discovered as part of our Cultural Branding™ process was a hidden asset as valuable as the Hospital's reputation.

Without using the word, almost everyone interviewed from senior management to custodial staff saw themselves as soldiers fighting for children. No sacrifice was too great, no obstacle too horrific not to be challenged and vanquished. Volunteers and fundraisers alike saw themselves as combatants in a conflict of will and dedication worthy of personal sacrifice. While they shared these feelings with us, they had not shared them with each other.

With the help and understanding of the entire staff, we were able to articulate their promise to each other and to the children and families under their care. We simplified the language and images used to tell their story of dependence and interdependence on one another toward the common and shared goal, healthy children.

For more on Children's, www.sx2.com/childrens1.html

Owning What You Know.

Communication is listening.
Listening is hearing.
Hearing is understanding.
Understanding is learning.
Learning is communication.

Next month: Full Force and Effect