Is Your Business Aligned?

Recently, I did a podcast with Art Suriano. Art’s an interesting guy who has worked with big name businesses like Hickory Farms. I asked him what his most successful campaign was that he either created or was a part of. During the discussion, Art reminds us that the most important thing is how things are aligned and put together.

Art Suriano

Working with Hickory Farms, they created a tag line called “Unite, Surprise, Delight.” They created a jingle to reinforce the tag line. They created a fictitious spokesperson named Sarah. Sarah was positioned as a 3rd generation shopper who was there with her grandparents and now shops there with her own children.

Art made sure the company was aligned with the family values it was presenting. The employees were trained and immersed into it as well as all management. Everyone was on the same page so it was consistent. The training as in line with the marketing, the marketing was in line with operations and so on.

The point is this. Who in your organization knows what you’re thinking? Do you if everyone knows what you’re thinking and what you’re wanting to do? How do you know? If an employee isn’t doing what you want then that’s a red flag they don’t know what you want done. Also remember just because you do training on it once does not mean it will stick. Human nature is sometimes a weird thing. It just won’t occur to some folks that this is continual, must-do thing.

So get the word out and keep getting it out.

See more about Art at:

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