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The ROI of “I Love You So Much”

Jo’s Coffee in Austin, Texas, outsells its competitors because of LOVE. The love isn’t in its cups of coffee, or even dispensed by the baristas. Jo’s love comes from the famous mural spray-painted across the building: “I love you so much.” This simple mural tells customers from the moment they approach Jo’s storefront they are valued and cared for by the establishment as a whole. This emotional moment – this Connection – is what sets Jo’s apart and fosters an intensely loyal fan base. This place is different.  

We also LOVE that in September 2020, the iconic spot partnered with the league of women’s voters in September to temporarily modify the mural to “I love voting so much” to give voters resources to help them make informed decisions about the election. 

What do our organization’s messages say about the Moments we create for our team members, providers, patients, and guests? How might we alter the message to better match the Experience we are aiming to create? Consider the same questions within your own work area.

V44: Intro to Moments

Welcome to another wonderful month of LOVING. The next few weeks will be devoted to the principle of Moments. Our lives are made up of countless Moments layered upon each other. It’s up to us to tap into the power of each moment and choose to turn each one into something meaningful.

While not every moment is huge, each provides the opportunity to shape the Experience for those we connect with or touch. That’s the beauty of it – with each new moment comes a new opportunity to look someone in the eyes, be present, and create a positive memory. Let’s dig in.


Moment Making Designed Anew

Brands have often relied on “pop-ups” to launch a new product or create a memorable Experience yet with the COVID-19 pandemic, brands must rethink the Intention of a temporary storefront. It has become an opportunity to pause and experiment in order to make a Moment memorable, inspiring, and enticing.

Knowing that “people have never needed a big dose of happiness more than they do right now,” Happy Place is reopening in LA this winter offering 18 joyful drive-thru Experiences. Guests will enjoy fun, safe Experiences from the comfort of their cars.

Target is hoping to make the holidays sparkle with a safe and easy pop-up in partnership with FAO Schwarz. Taking over the space in NYC for guests to shop in person, Target is providing an online memorable Experience that includes coloring pages and letters to Santa and, for every top toy purchase, Target will donate $2 to Toys for Tots.

How can we surprise and delight our team members, providers, patients, and guests with unexpected Moments? How can we design these Moments through our Experience intention?

Why Remember This One?

Driving to work? Take a listen to this 30-minute podcast with Chip Heath, Stanford professor and author of the book, The Power of Moments, featured in this month’s Action Kit. The gist is that while we may not always pay attention or give the deserved attention to crafting Moments, we do remember certain Moments. What is it that makes some Moments disappear and some Moments last forever? Heath has found that positive Moments are dominated and defined by four principles: elevation (extreme joy), insight (a sudden realization), pride (us at our best), and Connection (our personal relationships). Those are the ones that stick.

We also love that Sonia Rhodes, founder of The Experience Lab, is featured in The Power of Moments for the defining Moment that brought her to this Experience work.

Think of the Moments we create in our organizations – do they evoke elevation, insight, pride, or connection? How can we enhance these Experiences by adding another one of these elements? (We also love that Sonia Rhodes, founder of The Experience Lab, is featured in The Power of Moments for the defining moment that brought her to this Experience work.)

Moments That Matter

Some Moments just happen, and some are artfully created. In this Norwegian advertisement, designed to attract more foster families, our heartstrings are powerfully pulled in a way that evokes empathy. As we know, empathy is one of the most powerful drivers for action, and we are more likely to remember this message as it evokes a meaningful emotion. The lesson? We can all be mindful of the “behind-the-scenes” Moments we’re creating for our team members, providers, patients, and guests; those Moments don’t always have to occur in the spotlight, yet can still create an unexpected and powerful memory.

After watching this piece, think about how we might be able to create thoughtful, special moments.

V43: Global Wholeheartedness

As our focus on the principle of Wholehearted comes to a close, let’s consider actionable ways to bring LOVING understanding into our work and our worlds. Through everyday practice – making wholeheartedness a part of who we are – we tune into the needs, hopes, and dreams of our team members, providers, patients, and guests. Today’s Spark provides tangible tools and ideas on how we can continue to grow our practice of wholeheartedness and integrate it into the Experiences of those we serve.

 


The Empathy Museum

Would you walk a mile in someone else’s shoes? Literally? At the Empathy Museum, you can do just that. Founded in 2015 by empathy expert Roman Krznaric, the Empathy Museum is a travelling collection of participatory arts projects that focus on Storytelling and dialogue. The “Mile in My Shoes” exhibit allows you to select an actual pair of shoes, walk around in them, and listen to the story accompanying them. The aim is to inspire compassion and understanding for the lives and stories of others.

While many of us can’t go visit the Empathy Museum in person, we can learn from its founder. Krznaric acknowledges that empathy is “trending” right now in the world of business, and he thinks it’s for good reason: because empathy is undeniably powerful. In this piece, he shares the Six Habits of Highly Empathic People (all habits we can easily integrate into our daily lives): cultivate curiosity about strangers, challenge prejudices and discover commonalities, try another person’s life, listen hard and open up, inspire mass action and social change, and develop an ambitious imagination. It’s also worth taking a listen to the podcast “A Mile in My Shoes” available wherever you get your podcasts.

While we aren’t suggesting you encourage team members to literally exchange shoes, in what ways might we encourage and facilitate active empathy in our organizations? How are we gathering the stories of our team members, providers, patients, and guests and sharing them to inspire a more global understanding of the humans that make up our Experience? Can we intentionally take another perspective for deeper knowing?

Resurrecting Compassion

In Krista Tippett’s moving TED talk, she highlights how the meaning of compassion has died due to its over-saturation in the English language. Tippett uses her talk to perform a “linguistic resurrection” of compassion. Some of her beliefs? Compassion is kind. Compassion is curious. Compassion is empathy. Compassion can change us and our civil discourse if we allow it to fully weave into our standards.

After hearing the stories that Tippett shares bringing life into the word and meaning of compassion, who comes to mind? What team member stories? What patient stories? How can we elevate these stories in our organizations?

Exercise with Soul

It’s not just an exercise class; it’s a movement. SoulCycle has turned the concept of exercise into a way of life with Wholehearted devotees. By focusing on the entire mind-body Experience and integrating brand, atmosphere, community, and attitude, the company has created a fresh new concept in wellness. Classes take place in a candlelit studio with a coach encouraging you to be stronger tomorrow than you are today.  It’s social. Joyful. Musical. And members share a common bond of seeking a healthier life, not just sweating out calories. The company’s first integrated marketing campaign, “Find It,” talks about finding yourself and tapping into your own greatness. In other words, discover what happens when a company goes in courageously with their whole heart and you do too.

While a pandemic way of life puts constraints on Soul Cycle and other fitness based movements (Peloton, Daybreaker) it also inspires these human based brands to elevate their empathy practice in a virtual world. 


V42: Wholehearted Teams

Wholehearted practices can extend outside of our individual selves and permeate our teams. To lead with your whole heart takes courage and a willingness to be vulnerable. This week we look at how others have extended the practice of Wholeheartedness and explore how it can unite a team in compassion and love.