Business is one of the last creative bastions remaining. And for that, I am glad. Every human being needs to express themselves in a unique way that revitalizes and emboldens them. I don’t indulge in the traditional creative outlets, such as cooking, painting, or writing poetry, because I feel lacking. My creative talents are expressed in a different, albeit, tangible way. I produce products and services that meet my customers where they are and what they need. I designed (well, verbalized it to a very good graphic artist) the look and feel of our brand. I established the systems and processes that ensure a memorable experience for our customers. I try to inject fun and surprise for my employees. But, personal expression in business doesn’t have to stop there. In fact, we’re just getting started.
Business provides meaningful and productive work for people to do. Business creates goods and services that enable communities to flourish. But, it’s in business where you have the ability to intentionally develop a culture where customers and employees can be supported and encouraged. When employees feel esteemed, respected and appreciated, their on-job performance and loyalty skyrockets. Setting up systems and processes that center around customers that are welcomed, loved and listened to, manifests a built-in ambassador network.
But, the crown of creativity is, by design, creating an environment, a culture, that you may not have at home. I didn’t realize it, but by not feeling validated, appreciated or listened to, I poured what I
wanted needed, into my customers and employees. For example, when customers call with a complaint, they are typically on the defense because they expect a similar position. But, I don’t offer excuses. Quite the opposite. I immediately offer empathy just by saying, “Oh, you must be SO frustrated. You were looking forward to receiving your order to x,y, z (drive a new car, feel pretty with that dress, stop snagging all your clothes with that cast, give your family protection with your life insurance policy,…). Let me fix this for you.”
Frustration dissolved, reconciliation begins. I offered to my customer what I
wanted needed: execution and empathy. It became the internal “Care, Connect, Create” mantra of CastCoverz! and all employees are trained with this mindset. By giving what I wanted needed, I filled a void, made raving fans of our customers, and built a blockbuster business.
Where else can you create something that epitomizes your personality, your brand, and your feelings, but in business ownership? What have you created in your business to fill the void at home? I look forward to reading your comments, below.