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Section 1: How to think in terms of moments
Section 2: How to build memorable and meaningful defining moments
Table of Contents
If you're smart, you'll start anticipating the defining moments which will arise in the lives of your customers and be prepared to make the most of them.
Three situations which tend to naturally generate defining moments as of right are:
The essence of thinking in moments is to look for transitions which should be celebrated, milestones which should be commemorated and pits which should be filled. In most organizations most of the time, these opportunities to create defining moments go unnoticed and under utilized.
The workplace is full of opportunities for special moments to be created but many of those opportunities go to waste because everyone is too busy. To "think in terms of moments" means to spot occasions that with a little bit of effort and investment could be turned into something incredibly memorable.
In a way, moments add punctuation marks to the normal daily routines of life and work. Three moments which often deserve creating memorable moments are transitions, milestones and pits. Each of these offer rich opportunities to do something memorable and distinctive.
Situation 1 Transitions
What was your first day at work like? For most employees, it is a blur of meeting a receptionist who thought you didn't start until next week, being shown to a bare desk, trying to track down basic equipment like a computer and being whisked around and meeting 11 people who said their names so fast you didn't have a chance to catch them.
Contrast that with what happens at John Deere. They have designed a "First Day Experience" for new hires which goes something like this:
■Once you accept your job offer from John Deere, you receive an email from a John Deere Friend who introduces herself, tells you where to park, explains what the dress code is and arranges to meet you in the lobby at 9 a.m. on your first day of work.
■You go to the lobby at the prearranged time and notice a flat-screen monitor in the lobby which has your name on it and "Welcome!"
■Your mentor is there to greet you right on time and takes you to your cubicle which has a six-foot-tall banner set up next to it. All day long people see the banner and stop by your desk to introduce themselves and wish you well.
■Your computer is all set up and ready to go. The background image shows a great shot of John Deere farm equipment in a paddock at sunset. There's also the tagline: "Welcome to the most important work you will ever do."
■Your company email account is all set up and ready. Your first email is from the CEO of John Deere which includes a short video where he talks about the company's mission and values. It closes with him saying: "Enjoy your first day. I hope you will have a long and successful career as part of the John Deere team."
■At lunchtime, your mentor picks you up for a lunch off-site with a small group of people who ask about your background, tell you about the projects they are working on and offer to give you any help they can.
■The department manager drops by in the afternoon and makes plans for lunch next week.