Covey’s Seven Habits for the Digital Agency – Habit 2: Keeping the end in mind (the java jedi mind trick)
If you have dealt with anyone you have considered a “client” or “customer”, you join millions who have followed a fairly typical five-step approach. You 1) define objectives, 2) work out how (or if) you can meet those objectives, 3) apply effort towards meeting those objectives, 4) deliver against those objectives, and 5) look back to see how you did. As we continue our studio journey through Covey’s 7 Habits with “Habit 2: keeping the end in mind”, we ask ourselves what it would look like to do step 5 on both ends.
Covey’s second habit speaks to “keeping the end in mind” and promotes the concept of always having two ends to any endeavour: the one you imagine or envision before you start the task; and the result you achieve after the sum of all effort has been applied. To test the approach, let’s apply this to something generic like making coffee. Using our five-step approach, we can say: 1) customer wants a latte, 2) you confirm the size, type, etc., 3) you make the latte, 4) you give the customer the latte, and 5) you ask if they want anything else before sending them on their way.
However, I suspect your end goal is not just that single cup of coffee to that one customer. I imagine your real end goal is to serve more customers, and perhaps serve that same customer again. The problem is that simply following the five steps above gives the one customer his caffeine and you are done with it.
Java Jedi Mind trick
What if you were to articulate your actual end goal before starting the process? What if, as soon as you make eye contact with the customer, you were to say: “Good morning! I am going to give you the best coffee you have tasted this week. My smile will make you forget your cares. As you drink your caffeinated gold, you will consider how to repay me with tips, repeat business, and telling your friends they should never buy from anywhere else.” You could even do that Jedi hand motion to drive the point home.
Sounds bold, I know, and perhaps a bit corny. Yet if you translate the statement to whatever it is you do, it is also quite confronting. To state our true end goals up front holds us accountable. We no longer have an escape clause, articulating the standard both you and the customer know you aspire to but suspect you might not achieve.
In the studio, we are asking what it would look like to develop case studies at the start of the project rather than as a review when the project is out the door. What if we stated business objectives to the detail (“The project increased revenue in the business to business channel by 25%”) and even put words in our clients mouth through testimonials (“The project was one of the best experiences of my life”)? We would then work at every stage to make that case study true.
What would it look like in your position to start with the end in mind? Are we setting ourselves up for failure, contrary to a sentiment of “just do your best”? Or is this an opportunity to achieve the potential we aspire to achieve?
2 thoughts on “Covey’s Seven Habits for the Digital Agency – Habit 2: Keeping the end in mind (the java jedi mind trick)”
Comments are closed.