Most organizations don’t go deep enough when articulating to their customers and employees what they truly offer, but one hotel succinctly and clearly articulated their core purpose. You may think that hotels offer beds or showers or shelter, but, as one Holiday Inn Express described it, what they really sell is sleep.

Being clear about this purpose allowed them to take steps to ensure that they could deliver it. Signs were posted in the lobby reminding others to keep the volume down. There were signs on each floor outside the elevator. Each guest had to sign an agreement acknowledging that they understood the “quiet hour” policy and would abide by it. The hotel staff reminded guests of the policies during check-in. They were serious about it, and you could tell.

Think about the core service that you deliver. For banks, it isn’t checking or savings, rather security. For colleges, it isn’t credits or degrees rather opportunity. For restaurants, it isn’t the food, rather the ambiance and dining experience that allows conversation and connection to occur.

The Holiday Inn Express staff were not the only ones delivering “sleep” to the guests. They created an environment and culture where everyone in the facility was working toward the same end. Isn’t that what we all dream of for our organizations?

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