Creating The Wave Of How
Purpose:
To gain awareness and experience the importance of the approach, i.e., the HOW as it impacts personal and business interactions.
Background:
In his book, HOW – Why HOW We Do Anything Means Everything…in Business (and in Life), Dov Siedman states, “In today’s business world, those companies building lasting success have something going on in them, a certain energy, very much like a ‘Wave.’” The Wave he refers to is the one you see in a stadium, where everyone is compelled to stand up, throw their hands up in the air and let out a big cheer -and not because they have to participate, rather they want to participate.
The experience of the wave serves as a metaphor for getting everyone engaged, involved and interacting with each other. While any company can duplicate the “what” of another organization, the unique character of any company can only be formed by the “HOW” of the organization - the approach used and the experience they provide to both customers and employees. Every business has the opportunity to create the Wave of HOW and earn enthusiastic participants for their cause!
Set Up:
This process has 2 phases.
Phase One:
Creating the Awareness of HOW
Phase Two:
Creating the Wave of HOW
For both phases, the participants will be divided into three groups
Provide each group with an easel, flip chart paper, markers and copies of the “Creating the Wave” worksheets (“Restaurant Example” and “Our Company” – attached at the end of the process)
Phase One: Creating the “Awareness” of HOW (10-15 Minutes)
In this phase, individuals will work alone at first and then work together in groups.
Share the following objective with all participants.
The Objective:
To identify the differences in “HOW” a restaurant executes compared to “WHAT” a restaurant delivers and the impact each has on the customer’s experience.
Process:
- Explain the objective to the participant.
- Review the worksheet with the entire group.
- Divide the room into three groups and assign each group one of the three types of restaurants: Fast Food, Family Style or Fine Dining.
- At the top of the worksheet are the three basic “WHATs” that every restaurant provides whether it’s a fast food restaurant (e.g., McDonald’s), a family style restaurant (e.g., Denny’s) or a fine dining restaurant (e.g., Ruth’s Chris Steakhouse).
- Ask each group member to think of three examples of the type of restaurant they’ve been assigned. Have them write these individually on the worksheet provided. They are to only think of restaurants in the category they’ve been assigned.
- The first is a restaurant they would never visit again.
- The second is a restaurant they would probably go back to.
- The third is a restaurant they would definitely go back to.
- Then have each person, write down on the worksheet three examples of HOW they experienced each of the WHATs listed on their worksheet
For example, in a restaurant you would never visit again, “HOW” was your order taken? “HOW” was your food prepared or delivered to you? “HOW” was your payment taken? Repeat this for the other two restaurants listed.
Once everyone has written down their three restaurants and their “HOWs”, have each group share and discuss their experiences within their group.
- What are some of the key HOWs that determine whether you will return to the restaurant? Be specific.
- Write these on the flipchart.
- Highlight the top five HOWs that made the difference.
Go around the room and have each group share their Top five HOWs
Group Discussion:
- What was similar? What was different?
- How many other restaurant employees demonstrated a similar HOW?
- What impact did the type of restaurant (Fast Food, Family Style or Fine Dining) have on the HOW the restaurant provided? Can any restaurant deliver an exceptional HOW? Can any business deliver an exceptional HOW (i.e, Target vs. Nordstrom)?
- When choosing to return to a restaurant (or any business) how important is the HOW?
Conclusion:
All restaurants, no matter how large or small, provide essentially the same things: they take an order, give you food and take your payment. What determines the difference in whether we choose to go to a particular restaurant, is HOW they do this. In a fast food restaurant, if the person behind the counter is friendly, smiles and looks you in the eye when they take your order you are more likely to go back. In a family style restaurant or fine dining restaurant, if the person taking your order is friendly, smiles and makes eye contact with each person as they take the order, you are also more likely to go back! If the person taking an order is rude, distracted and doesn’t smile while taking your order chances are you will not go back to that restaurant. The difference isn’t WHAT the restaurant does, the difference is HOW they do it!
Phase Two: Creating the “Wave” of HOW (15-20 Minutes)
Objective: To create and present passionately, enthusiastically and creatively a 3-4 minute presentation on “HOW” your company does what it does.
Background:
All businesses have three major WHATs that they do, regardless of the industry they are in.
- They offer a product or service
- They employ individuals to perform the work
- They deliver the product or service to the customer
Process:
- Divide the room into three groups. (These can be the same groups or you can create new groups.) Each group will be responsible for one of the above company “WHATs”.
- Create a 3-4 minute presentation that highlights “HOW” your company executes the “WHAT” you’ve been assigned. The presentation will have 2 parts.
Part 1: Wave Stoppers
These are the “HOWs” that will stop the “Wave” of involvement in your organization
Part 2: Wave Creators
These are the “HOWs” that will create energy and enthusiasm and get people engaged and involved in your organization.
- Use the attached worksheet or a flip chart to help you brainstorm and plan your presentation.
- Yes, this is a Rapport process and there are criteria!
Presentation Criteria:
Enthusiasm Passion
Creativity Full Participation
Group Discussion:
- What are some of the differences between stopping and creating a “Wave” in your organization?
- What similarities are there in HOW you provide the different WHATs in your company?
- What are some examples of other WHATs that your company provides? Reflect on the HOW in each of these areas.
- What does the “Wave” look like, sound like or feel like?
- What consistency is there in the HOW?
- Does the HOW differentiate WHAT you do from your competition or from others in your business? If yes, what else will you do to create an even stronger Wave of HOW? If no, what will you do differently to create the Wave of HOW?
Conclusion:
In today’s fast paced business environment it takes more than providing a quality product. Customers are demanding a quality experience! The ability to provide both elements is in the HOW your company does business. The HOW goes beyond great service. The HOW embodies the way in which your company approaches all interactions. This is the “Wave” that people want to be a part of!
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