Category Archives: BookNotes

Seeing With Your Brain

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We live in a culture rich with images. My generation (Boomers) grew up with television – maybe only 3 channels, but what a difference from our parents’ primary information – the radio and the spoken word only.

My kids (2 Gen X, 5 Gen Y) expanded on the basic television, first with cable, then videotapes, then the Internet, and then DVDs.

My 4 grandchildren? They are digital natives, taking visual communication to new – and participatory – levels with social media, smart phones, tablets, apps, streaming video of all types on many different devices, and who knows what’s around the corner.

We can’t escape the power of the visual image – and most of us don’t want to.

Most of us are visual learners. We like to see a picture, not just hear a word. Len Sweet has said that images are the language of the 21st Century, not words. Why?

Pictures stick. We remember pictures long after words have left us. Pictures communicate far more than mere words. There’s a simple reason:

We see with our brain.

Vision trumps all the senses. Half of the brain’s resources are dedicated to seeing and interpreting what we see. What our eyes physically perceive is only one part of the story. The images coming into our brain are changed and interpreted. So it’s really our brains that are “seeing.”

If we are on an increasing visual trend in our culture and we understand the importance of vision in our lives, then it follows that leaders should be leading the visual revolution, not just observing (pun intended) it.

With that in mind, I wanted to introduce you to a trio of resources that will help you know how to use visual tools, manage visual practitioners and their work, and understand how to help your entire organization be visually literate – especially if you don’t think of yourself as being skillful visually.

Visual Leaders

Visual Leaders will help you and your organization take advantage of the visualization revolution. Visualization is transforming the world of work and the role of leaders in an age of global communication and complexity. The book is a guide to increasing your own visual literacy and your ability to help others with theirs. (Download a free summary of this book here.)

Visual Meetings

Visual Meetings supports a group’s cycle of learning. Visual Meetings explains how you can use graphic recording, sticky notes, and idea mapping when imagining, engaging, thinking, or enacting in meetings. It is loaded with very practical and detailed descriptions of how to conduct different visualization activities. It also reviews the Group Graphics Keyboard and the seven archetypal choices for organizing displays.

Visual Teams

Visual Teams explains how to create and sustain team performance with visuals. Visual Teams builds on Visual Meetings and shows how to use these methods across the whole arc of a team process, including the parts in between meetings. It also provides a graphical user interface to thinking about team dynamics with the Team Performance Model. The seven challenges of high-performing teams are explained in detail and linked to tools that help meet them.

Got a pen?

 

You might also like:

Too Much Brainstorming Will Only Leave You All Wet

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The conventional wisdom that innovation can be institutionalized or done in a formal group is simply wrong. – Debra Kaye, Red Thread Thinking

According to author Debra Kaye in Red Thread Thinking, recent studies of the brain make it clear why the best new ideas don’t emerge from formal brainstorming.

The brain doesn’t make connections in a rigid atmosphere – there’s too much pressure and too much influence from others in the group. The “free association” most often given as a benefit of brainstorming is often shackled by peer pressure, delivering obvious, predictable responses.

What’s the answer? Try getting away from it all.

Fresh ideas come when your brain is relaxed and engaged in something other than the particular problem you are embroiled in. To harness strategic intuition, you have to leave the subject and the facts and stop thinking so hard about them.

Maybe you should waste a little time…

Here are 7 ways to use the power of wasting time to jump-start your thinking:

  • Meditation – meditation increases your power of concentration and allows your mind to become free enough to let ideas flow
  • Sleep on it – sometimes, you just need to put your project aside overnight. When the pressure is off, it’s amazing what possibilities develop
  • Sleep tight – research has shown that when you learn something and then sleep on it, your knowledge of what you’ve learned becomes deeper
  • Exercise – getting on a bike, taking a walk, lifting weights – some form of exercise – is good not only for your gut, but for your gut instinct, too
  • Act metaphorically – researchers wondered if acting out the ideas in common metaphors like “thinking outside the box” and “putting two and two together” would make people more creative. They were right – so consider getting out of your box (office) to free up your mind?
  • Read about how smart you are – nerve cells in our brains make stronger connections after we learn something new. Think and learn about your capacity to be smarter – and you just may be
  • “Me” time – spending time engaged in activities you really like enhances innovative thinking

The literal presence of mind that comes when you clear your brain of all expectations is what usually precedes a flash of insight. That flash gives you the power to come up with and act on an idea.

Go ahead – take a walk…

courtesy manhattanportage.com

courtesy manhattanportage.com

…your boss can thank you later!

 

inspired by Red Thread Thinking, by Debra Kaye

Red Thread Thinking

I’ve Got the Power

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The range of ways people exercise and respond to power can be complicated.

I'veGotthePower

Think of power in this case as the ability to exercise influence.

Power is not intrinsically good or bad. We ascribe meaning to power and make choices about how we will use it or react to its use by others. Ultimately, power is a responsibility, and it exists as a function of the individual, one’s followers, and the situation at hand.

Nicole Lipkin is a corporate psychologist who has spent her career diagnosing and resolving typical and troublesome leadership dilemmas. Her book, What Keeps Leaders Up at Night? examines the underlying psychology that plays a big role behind those dilemmas.

One of those dilemmas, for instance, is understanding why people don’t buy-in to your thoughts, ideas, or proposals.

It’s all about power.

7 Distinct Types of Power

  • Legitimate Power – arising from one’s title or position in the pecking order and how other perceive that title or position. Those with legitimate power can easily influence other because they already possess a position of power.
  • Coercive Power – using threat and force to influence others. This power comes from fear, and failure to comply will lead to punishment.
  • Expert Power – derived directly from a person’s skills or expertise or from perceived skills or expertise. Expert power is knowledge-based.
  • Informational Power – possessing needed or wanted information. People with high informational power wield influence because they control access.
  • Reward Power – motivating people to respond in order to win raises, promotions, and awards.
  • Referent Power – dependent on personal traits and values such as honesty, integrity, and trustworthiness. People with high referent power can highly influence anyone who admires and respects them.
  • Connection Power – creating influence by proxy. People employing this power build important coalitions with others.

These seven types of power generally fall into one of two categories: Formal Power (legitimate, coercive, and reward) and Informal Power (referent, expert, informational, and connection). As a leader, you may be use most, if not all, of these types of power during a typical day.

But when it comes to influencing people without creating potentially negative side effects, referent, expert, informational, and legitimate power seem to work best.

Coercive, connection, and reward power require more careful application because they rely on a higher degree of trust and risk and therefore can become easily manipulative.

You’ve got the power…

…don’t blow it.

inspired by What Keeps Leaders Up at Night, by Nicole Lipkin

What Keeps Leaders Up at Night

Making Dough: Secret Ingredients to Krispy Kreme’s Success

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KrispyKreme2015

It’s National Doughnut Day – I’ve got to write about Krispy Kreme, the most wonderful doughnut in the world, especially when it comes right off the line when the Hot Light is on and they hand you one on a wooden stick and it just melts in your mouth, and oh by the way Krispy Kreme started in Winston-Salem North Carolina so I have to support local business and…

I digress.

Making DoughIn 2004 authors Kirk Kazanjian and Amy Joyner went behind the scenes to look at the six decade history of one of the world’s premier brands and most admired companies. Making Dough tells the compelling true story of a company that has managed to maintain a wholesome, small-town image, while achieving phenomenal success through a mixture of customer loyalty, high product standards, technological advancements, and community involvement.

The book is full of great ideas, insider interviews, and colorful stories that show how this phenomenal organization has successfully evolved and grown through the years. Each chapter thoroughly examines one key technique the company uses to stay successful.

Here’s a dozen to go, right off the line!

  1. Mix good taste with show business
  2. Be picky about your partners
  3. Make good use of your time and resources
  4. Expand and protect your brand
  5. Think big, but grow carefully
  6. Be a guerrilla marketer with a soft touch
  7. Maintain high standards
  8. Harness the power of technology
  9. Give back to the community
  10. Select, train, and treat your employees well
  11. Build on your success
  12. Keep them coming back

Making Dough shows you how Krispy Kreme’s delectable delights rose to the top and continue to tempt the world.

KK Hot Light

 

Pick up a copy of Making Dough, grab a dozen or two glazed, and you’ll soon find yourself with some “sweet” ideas to help your organization stay fresh – and in demand!

If you liked this post, here’s a throwback you’ll probably like too: Celebrating National Doughnut Day.

It All Begins with Hospitality

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Church leaders need to understand the fact that our competition is not other churches; it’s places that provide WOW! Experiences and to which guests compare our churches.

While that may seem a negative, it can also be turned into a positive by LEARNING from those top-notch places and their leaders.

Take for instance Danny Meyer, the founder and co-owner of multiple top-rated New York restaurants and author of a book entitled “Setting the Table.” Subtitled “The Transforming Power of Hospitality in Business,” Meyer shares the lessons he’s learned while developing the winning recipe for doing the business he calls “enlightened hospitality.” They are lessons that the church can learn from. Here’s a sample:

Hospitality is the foundation of my business philosophy. Virtually nothing else is as important as how one is made to feel in any business transaction. Hospitality exists when you believe the other person is on your side. Hospitality is present when something happens for you. It is absent when something happens to you. Those two prepositions – for and to – express it all.

Understanding the distinction between service and hospitality has been at the foundation of our success. Service is the technical delivery of a product. Hospitality is how the delivery of that product makes it recipient feel. Service is a monologue – we decide how we wan to do thins and set our own standards for service. Hospitality, on the other hand, is a dialogue. To be on a guest’s side requires listening to that person with every sense, and following up with a thoughtful, gracious, appropriate response. It takes both great service and great hospitality to rise to the top.

People duck as a natural reflex when something is hurled at them. Similarly, the excellence reflex is a natural reaction to fix something that isn’t right, or to improve something that could be better. The excellence reflex is rooted in instinct and upbringing, and then constantly honed through awareness, caring, and practice. The overarching concern to do the right thing well is there or it isn’t.

Eleven Madison Park, founded by Danny Meyer
Eleven Madison Park, founded by Danny Meyer

What a great learning environment for churches wanting to improve their Guest Services team!

Last week, I posted a series on hospitality based on Le Bernardin, the famous restaurant in NYC owned by Chef Eric Ripert. If this post resonated with you, click on the links below for more.

Creating experiences of hospitality allow for positive, uplifting outcomes for human experiences and human relationships. They will help you connect to people coming in your door week in and week out.

How will you practice hospitality in your church this weekend?

 

photo courtesy Julian, CC

Is It True Collaboration… or Is It a Team?

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At Auxano, we practice what we preach.

Editing

Our primary tool for working with organizations is the Vision Frame, consisting of Mission, Values, Strategy, Measures, and Vision Proper. Before we led the first client through the process over 11 years ago, the original team of Will Mancini, Jim Randall, and Cheryl Marting worked out Auxano’s Vision Frame – which we still follow today.

One of our Values is Collaborative Genius, which is accomplished partly by the fact that we are a virtual company of over 20 team members living in 15 cities across 4 time zones.

I only thought I knew what collaboration meant!

In my adult work career, I have served as the accountant in an office setting for a food services company, an audiovisual technician as part of a team of 7 for a seminary, various roles on 3 church staff teams, a church consultant for a design-build company, and as the Vision Room Curator for Auxano.

That’s 36+ years in an environment of multiple team members, ostensibly working together for the good of the organization.

Was I collaborating with others, or merely part of a team?

Collaboration is not the same thing as teamwork. Teamwork is simply doing your part. Collaboration involves leveraging the power of every individual to bring out each other’s strengths and differences.  – Greg Cox, COO, Dale Carnegie, Chicago

At Auxano, we don’t just do our part, we collaborate to deliver excellence in all we do. Here’s a great example: our book summaries for leaders, called SUMS Remix.

The original concept of SUMS was dreamed up by our founder, Will Mancini. When I joined Auxano as Vision Room Curator, it was natural that the SUMS project fall under my guidance. Working from a curated list of books with a focus on the Vision Frame, I read the designated book and wrote the draft summary with recommended resources. I then oversaw the following process:

  • Proofing by Mike Gammill, a scholar and grammatical genius
  • Navigator Applications written by 4 of our full-time Navigators, applying the concepts to the local church leadership context thru their unique lenspowered by auxano
  • Editing by Cheryl Marting, who has eagle eyes
  • Review editing by Angela Reed, a production editor at our parent company, LifeWay
  • Design by James Bethany and our Creative Team, who produce a visual masterpiece every time
  • Final review and approval by Will

Beginning in the fall of 2012, every two weeks, a SUMS was distributed to the SUMS subscriber list. Practically every day of that two weeks, some of the actions above were taking place within our team as we work on multiple books at the same time.

That’s collaboration.

As we neared the end of our second year of SUMS, Will and I refined a concept that came to be called SUMS Remix. Instead of a single summary of one book, SUMS Remix consists of brief excerpts from three books, focused on providing simple solutions to a common problem statement that ministry leaders are facing every week in their churches.

SUMS Remix launched in November of 2014, and we release an issue every two weeks. And a similar collaboration process described above is still taking place.

The collaboration process for SUMS Remix is very similar to the one above, but on steroids! Because SUMS Remix involves 3 books for every issue, and we have a 5 week production cycle, and we release an issue every two weeks – well, without collaboration, it just wouldn’t – no, couldn’t – happen.

At any given time during that 5-week cycle, books are being read, notes are being taken, drafts are being written, drafts are being revised, additional research is being conducted, finished drafts are being designed, proofs are being reviewed, and the final SUMS Remix issue is being delivered.

That’s collaboration!

Want to see the end product of that collaboration? You can learn more about SUMS Remix here.

Midnight LunchI’m indebted to Sara Miller Caldicott, great grandniece of Thomas Edison and author of the book Midnight Lunch, for translating Edison’s world-changing innovation methods for use in the 21st century. Here are some of her thoughts on collaboration:

True collaboration embraces:

  • A discovery learning mindset versus a pure task orientation
  • A belief in anticipating and creating rather than merely reacting and responding
  • Presence of inspiration across multiple facets of both individual and team endeavors
  • Coherence of purpose
  • A dedication to elevating the performance of every team member
  • Connections to human and social networks of influence

Do these qualities sound different from the ones valued by your team? Do they draw upon ideas that feel new or seem broader than your current concept of what teamwork embraces?

Based on my experience, the answer would be yes.

So what are you going to do about it?

 

 

9 Secret Sauces That Will Make Your Guest Experience Unique

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Stock…

…the foundation for all classical French cooking.

At the CIA (that’s Culinary Institute of America), you start off a three-year education by learning how to peel vegetables and prepare a basic stock. You don’t do it once – you do it every day during the three-week rotation of the first class. Students move on after the first three weeks, but will continue to use the stock prepared by the next class of new students. Every three weeks, a new rotation of prospective chefs learn how to prepare stock.

A great stock is judged by:

  • Flavor
  • Clarity
  • Color
  • Body
  • Aroma

The perfect stock has what is referred to as a “neutral” flavor. This is a kind way of saying it doesn’t taste like anything you’re used to eating or would want to eat. But you can do a million different things with a great stock because it has the remarkable quality of taking on other flavors without imposing a flavor of its own. It offers its own richness and body anonymously. When you reduce it, it becomes its own sauce starter. You can add roux to stock and create a demi-glace, and with a demi-glace, you can make over a hundred distinct sauces that define classic French cooking.

What’s your stock?

Personally. Organizationally. However you want to define it.

 What’s that basic “thing” you are, have, or do that makes everything else come together to make things happen?

 >> Learn to make a basic stock, and the possibilities become endless.

Chip Bell knows how to make stock too – or as he calls it, the secret sauce of awesome experiences.

Bell, a well-known consultant and trainer to some of the largest countries in the world, has just released his newest book, “Sprinkles.” SprinklesSubtitled Creating Awesome Experiences Through Innovative Service, it delivers a delicious journey to innovative service.

According to Bell, there are nine “secret sauces” that form the basis for a customer experience that is served gourmet style:

  • Amazement
  • Animation
  • Abundance
  • Ambiance
  • Adoration
  • Allegiance
  • Alliance
  • Accessible
  • Adventure

Just like a chef takes a basic sauce and makes it into the foundation of an exquisite meal, your organization can take the “secret sauces” Bell writes about in Sprinkles and deliver a “value-unique” service that creates an unexpected, enchanting experience for those you serve.

Bon Appetite!

The Magic of Performance in Your Church’s Guest Experience

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The empowered team member who confidently goes above and beyond for a customer is a practitioner of Performance Magic.

Service magicians use genuine rapport and personal connection with customers to create performances that are magical. Customers receive the product or service they want or need, but they also get that something extra that makes the experience unexpected, unpredictable, and memorable.

Alert to customer’s needs, service magicians read the often-subtle signals being sent. They know how to establish rapport with customers, sometimes mirroring their emotions and listening intently to ascertain the feelings behind the words – and respond in way that acknowledge those feelings.

> Tricks of the Trade

What do service magicians watch for when they aggressively, proactively observe customers?

  • Clothing – What do people’s clothes telegraph about their view of themselves and the world, and their mood and personality?
  • Eye contact – Does the customer meet your eyes? For how long and how frequently?
  • Body language – What is the customer’s body language telling that he’s not saying?
  • Voice characteristics – What can you glean – beyond the words – from this person’s manner of speaking?

The core skill for effective, active listening is getting focused and staying focused. When listening is your goal, make it the priority – do not let anything distract.

Read customers carefully – then test your assumptions before you act on them.

Service magicians take charge of customer encounters, setting the stage and the mood for the magical connection to come. They unobtrusively direct service encounters, setting the mood and making customers comfortable.

Though service magicians make connecting with customers look effortless, it doesn’t come without working at it.

> Tips for Creating Magical Dialogue

  • Establish – and publicize – a clear service philosophy
  • Build proficiency though practice
  • Develop great conversation openers that fit personality and mood
  • Listen, listen, listen
  • End with a satisfied customer wanting more

Performance magic should leave customers pleased with their experience and just a little puzzled at how you managed it. The trick is, there’s no trick at all:

Performance magic is accomplished through careful observation, fanatical listening, and genuine conversation. A disciplined practice of these actions will enable you to identify our customers’ needs before they even have a chance to voice them.

Performance Magic happens when a surprisingly positive interaction occurs between the customer and organizational personnel during the acquisition and delivery of a service or product. Magical performance is the manner that enables a service magician to take customers on an emotional journey so enchanting they cannot wait to tell their story to others.

>> Remember that as a church leader you have “customers” – they are the Guests who come to your place every weekend.

What are you waiting for? It’s time to utilize magical performances in your organization!

 

Adapted from Service Magic by Ron Zemke and Chip Bell

Service Magic

Part of an ongoing, periodic series exploring the translation of customer service in the corporate world to Guest Experiences in ChurchWorld

The Magic of Process in Your Church’s Guest Experiences

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Process Magic is at work when an organization – large or small – creates a standard operating procedure that seems just the right thing to do.

Practices, policies, and procedures from initial contact to problem solving that amaze the customer with seeming ease are magical. The service magician who implements those practices with style and grace enhances the experience yet again.

Researchers repeatedly confirm that customers use “consistently good” as their gold standard for service. The customer’s sense of reliability, security, and comfort hang on service promises – real or implied – being kept with a high degree of precision and consistency. That “steadfastness” is so important that most organizations take care that their processes come with rigid standards and stern rules.

Those processes fall into one of two categories: algorithmic or heuristic.

Algorithms are step-by-step processes. Think of them as “rules of law” that focus on precision, replication, exactness, and dependability. There are “Red Rule” algorithms, designed to maximize effectiveness, safety, and predictable outcome. There are also “Blue Rule” algorithms, designed to maximize efficiency and sameness.

Heuristics are “rules of thumb” for doing work. They function more as guidelines for behavior rather than step-by-step specifics. Implicit in the guidance of heuristics is an in-context judgment call.

Using a Little Magic on Blue Rule Algorithms

Algorithmic processes are precise, lockstep means of getting the service the customer expects from the service provider to the customer. Helpful rules for adding magic to “Blue Rule” algorithms include:

  • Select a process the customer must endure and enrich it with a little magic. While some processes are crafted exclusively for the convenience of the service provider, make sure they are as customer friendly as possible by zeroing in on the feature most important to the customer.
  • Don’t alter a part of the process without examining the whole experience. If only a part of the process is enhanced, a bland or negative part left unimproved can erase or negate the enchanting memory for the customer.
  • Include props to reinforce consistency. These could include reminders, checklists, job aids, guides, cueing devices – whatever helps the service magician remain disciplined and focused.

Turning Red Rule Algorithms into Magical Memories

The more challenging arena of service processes is the unalterable algorithmic process. The service magician, unable to alter Red Rule processes, must find ways that will yield a magical experience for customers. Helpful rules for altering Red Rule processes include:

  • Alterations must be delivered in matched tones. By definition, the process can’t be changed, so alterations must be made with the experiences that surround the process. Any surrounding experience must be kept in the same tone, style, and manner of the process itself.
  • Alterations must be subtle. The key is to not tamper with anything that causes the customer to question the core values embedded in the process.
  • The magic can operate alongside the process without upsetting requirements. The “add-on” will be surprising and memorable, but it doesn’t have to interfere with the step-by-step nature of the process.
  • Value adds should be of the same nature as the core offering. Adding value works best when understated and cut from the same cloth as the core offering.

Adding Magic to Heuristic Rules of Thumb

“Rule of thumb” – or heuristic – processes are not lockstep, exact, or precise. They may be guidelines born of the folklore of an industry or conventional wisdom learned only through experience. Several universal principles are important to keep in mind before tinkering with heuristic processes. They include:

  • Never tinker with the customer’s core expectation.  The customer has very real expectations as well as a mental picture. If the magic attempted is too extreme, the customer will remember it as disruptive and artificial
  • Make sure the alteration in the process fits. Service magic enchants because it is unexpected and positive, yet it needs to be appropriate to the context and the relationship.
  • Ensure the alteration is a team effort, not an isolated gesture. The customer knows single-relationship magic when he sees it and knows it is vulnerable to turnover. It does not ensure long-term loyalty

Service processes are not naturally magic. Magic occurs when the process is transformed or contains an unanticipated dimension – the more “sparkly” the transformation, the more magical it is. Magic depends on identifying a process alteration that will be permissible by the customer, and then crafting its expression into a form unexpected by the customer.

Select the right process, alter or enhance it in the right way, and you can turn dull into delightful and mundane into magic.

You are practicing Process Magic by filling the space between “customer need” and “customer need met” with experiences of awe and memories of amazement. Magical processes are the policies, procedures, and routines that make transacting business with an organization easy, positive, and memorable.

Remember, that as a church leader you have “customers” – they are the Guests who come to your place every weekend.

What are you waiting for? It’s time to utilize magical processes in your organization!

Adapted from Service Magic by Ron Zemke and Chip Bell

Service Magic

Part of an ongoing, periodic series exploring the translation of customer service in the corporate world to Guest Experiences in ChurchWorld

The Magic of Place in Your Church’s Guest Experience

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The magic of Place has three faces: natural, constructed, and virtual.

> Natural Place Magic is intrinsic to those wonders of the physical world that thrill and awe us by simply existing. It’s the stuff of National Geographic specials that create magic through their natural grandeur. Our primary memories of these places will always be the magic of the natural wonders themselves.  Even so, skillful service magicians can subtly but measurably enhance our experience of Place Magic. A subtle balancing and blending act is the key to creating consistent Place Magic by showing off the main attraction at its best.

> Constructed Place Magic comes in a greater variety than does nature’s Place Magic. While few manmade places are palaces, castles, or world icons, even the most mundane can also be magical. There are hotels and grocery stores and retailers and automobile dealerships and hospitals and dental offices that stand above others and sparkle. People should feel attended to and comfortable in your constructed place.

> Virtual Place Magic demonstrates that place is not always a physical location. Successful organizations must have a presence, a story, and a sense of experience in their virtual world as well as the physical world. The look and feel of your online presence – your digital front door – must reflect the look, feel, and ambiance of your brick and mortar place.  Distinctive and eye-catching design is only beginning of creating a virtual place; you must also build trust and create a unique experience. From the first click, Guests should be drawn in, made curious, and delighted by the virtual place you have created.

Utilizing a Natural Setting

Few organizations will have the benefit of a serene waterfront setting or a majestic mountain view. But everyone has a place that can be enhanced by the following rules:

  • Find your “natural” story – all locations have a story; what’s yours?
  • Educate yourself – steep yourself and your team in the details of your place
  • Create an “elevator” story – what 30 second story can your team tell about your locale and its uniqueness?
  • Dabble in décor – consider enhancing your interior with visual representations of the natural setting
  • Sensory congruence – the smells and sounds need to be in sync with the sights and feel

Creating Illusion, Amazement, and Delight

There is no better contemporary example of building magic into man-made places than the world of the theme park. And there’s no better example of this than Walt Disney, who created an entirely new approach to the concept of entertainment, a business obsessed with the customer point of view, and the precise management of the customer’s experience. With the opening of Disneyland in 1955, Disney developed an obsession for anticipating and controlling every detail that will support – or detract from – his vision. He called it “Imagineering,” and defined it as the blending of creative imagination and technical know-how. It has been best codified by Marty Sklar, the first chairman of Disney Imagineering, in a set of principles dubbed “Mickey’s Ten Commandments.”

  1. Know your audience – before creating a setting, understand who will be visiting your place
  2. Wear your guest’s shoes – evaluate your setting from the customer’s perspective by experiencing it as a customer.
  3. Organize the flow of people and ideas – think of setting as a story and tell the story in a sequenced, organized way.
  4. Create a “wienie” – borrowed from silent film lingo, a wienie is a visual magnet used to orient and attract customers.
  5. Communicate with visual literacy – language is not always composed of words; use the common languages of color, shape, and form to communicate through setting.
  6. Avoid overload by creating turn-ons – do not bombard customers with data; let them choose the information they want when they want it.
  7. Tell one story at a time – create one setting for each idea to avoid confusing customers by mixing multiple stories in a single setting.
  8. Avoid contradictions, maintain identity – every detail and nuance of a setting should support and further the organizational identity and mission.
  9. For every ounce of treatment provide a ton of treat – give your customers the highest value by building an interactive setting that gives them the opportunity to exercise all their senses.
  10. Keep it up – never get complacent and always maintain your setting.

You are practicing Place Magic by creating or enhancing environments that delight, support, and enliven your guests. Magical places are venues with physical attributes that attract and please, subtly enhanced by human endeavor.

Remember that as a church leader, you do have “customers” – they are the Guests who come to your place every weekend.

What are you waiting for? It’s time to create a magical place in your organization!

Adapted from Service Magic by Ron Zemke and Chip Bell

Service Magic

Part of an ongoing, periodic series exploring the translation of customer service in the corporate world to Guest Experiences in ChurchWorld