Day: March 10, 2020

Spark Volume 10 – Orchestration in Action
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”Action without orchestration is burn out; orchestration without action is
management; action with orchestration is leadership.” 
― Orrin Woodward

Coffee that’s Creating Buzz

San Francisco-based Philz Coffee isn’t just perfectly Orchestrating their own customer journey, they’re staging the internal customer journey as well. Purveyors of “slow coffee,” that is hand-brewed to order, Philz is disrupting our expectations of the coffee-ordering and drinking Experience.

They’re also disrupting the traditional journey of their internal customers – their employees – by Orchestrating a whole new kind of application process. Applicants are invited to make a video and answer the question “why do you want to work at Philz?” Philz’s aim is to encourage applicants to share their stories and add more personalization than could ever be captured on a resume. When candidates make their videos, they feel a more meaningful, personal Connection with their potential future employer. For a company with a mission of “bettering days,” helping applicants Connect to and enjoy the hiring process is the perfect Orchestrated Experience.

How might we extend a well-Orchestrated Experience from our customers (patients and guests) to our team members?

Transparent Leather

What do we do after facing a scandal? “Throw open your doors and share your guts” might not be oue first choice, and yet it was for Detroit-based Shinola, a luxury leather retailer. In order to keep their customers and earn back their trust, they added a small, glassed-in workshop to their Detroit flagship to promote transparency around how their products are made. Then Shinola went a step further to ensure they were transparent to all of their customers

Using the power of virtual reality and celebrity influence, Shinola Orchestrated a 360-degree tour of its main factory in Detroit featuring actor Luke Wilson to encourage all customers to look into the “guts” of the company. Aligning their brick-and-mortar goal to be transparent with customers with their international online customer base required Orchestration across locations and across platforms, but it paid off. Shinola remains one of the most sought-after leather goods companies in the nation.


Finding The One Moment

This mind-blowing video, “The One Moment,”  from Chicago rock band OK Go shows more than musical Orchestration – it shows life’s Orchestration. OK Go’s thoroughly crafted music videos paired with upbeat, catchy songs tend to go viral immediately when they hit YouTube. They have a knack for striking a chord in humans right along with their musical chords. With more than 25 million views, this video and its Rube Goldberg-machine-inspired wonder is well worth the watch.

The song behind this incredible video digs into something deeper that parallels perfectly with the visual cues. Frontman Damian Kulash explains in the video’s credits that the song is a “celebration of (and a prayer for) those moments in life when we are most alive. Humans are not equipped to understand our own temporariness; it will never stop being deeply beautiful, deeply confusing, and deeply sad that our lives and our world are so fleeting. We have only these few moments. Luckily, among them there are a few that really matter, and it’s our job to find them.”

When we are the leaders, or conductors, of the work we do every day, we have the potential to surprise ourselves and our team members alike. How can we Orchestrate surprise and child-like wonder into some of our everyday processes?