To Serve is defined as “to perform duties or services for (another person or organization).”
To Guide is defined as “a person who advises or shows the way to others.”
Many companies make the mistake of measuring their value by meeting demands of others. As professionals we have a duty not to serve (solve) but to guide (resolve). Not to react to others’ needs but to show them a path they have not yet traveled. As a guide we are taking them to “a place where life gets better.”
Imagine taking a trip to the jungle with your family. You sign up for a tour of the rain forest and are excited to see the wildlife. Because you’re accompanied by an experienced professional, the dangerous terrain isn’t a concern. Now imagine that after climbing into the jeep to start the tour, the guide looks back at you and says, “Where would you like me to take you?” As your blood pressure rises and confusion sets in, you would begin to fear for your safety. This person is not a guide. Yes, they are concerned for your satisfaction, but instead of taking ownership over your journey it’s now on you.
In order to act as a guide, we must clearly understand the Journey of our consumer. Also the way in which it is continually improved. Like the tour guide above consumers want to be shown the terrain, not asked what to do next.
Understanding the Journey:
Our Home Owner Guide is our tour map toward “a place where life gets better.” It is the single process that every person within our entire organization must align with in order to succeed. Any misalignment moves us away from guiding and toward serving.
Improving the Journey:
Traditionally, change comes from fancy market studies and corporate business planning. However, the closer our observations are to the customer, the more valuable the insight. The morning huddles are the communication tool for this. As ideas are captured, they are quickly cascaded to those who need to take action. These huddles literally form our future an inch at a time. This happens with short pivots to keep us ahead of consumer values.
As the world shifts into another gear, so must all of our leadership skills. Make it a habit to observe what people need. Communicate your observations through huddles, and OWN THE CUSTOMERS JOURNEY. Guide our team and our buyers toward a brighter future.
Have a great week. The world needs your insight to help it grow.