There are billboards in town advertising a new product that I decided to give as a gift. I went to their website to see where I could purchase the item but that only referred me to a phone number. I called, but there was no answer so I ended up buying a competitor’s product.

In a separate situation, an ad on my Facebook feed featured an article of clothing that was of interest. I clicked on the link, but instead of being directed to that item, it landed me on the front page of their catalog. I gave up rather than search for the item I may have purchased.

A similar scenario occurred when I followed a link to an organization’s website and found myself on the homepage rather than connected to the specific resource the original article referenced. Even with their search function, I was unable to find what I was seeking and departed empty-handed.

Organizations invest so many resources trying to direct consumers to their offerings, but then falter during the last mile. Time is the most precious of resources. If you want people to act, not just be aware, you must make it direct and easy for them to do so.

About the Author leadership dots by dr. beth triplett

I'm the chief connector at leadership dots where I serve as "the string" for individuals and organizations. Like stringing pearls together to make a necklace, "being the string" is an intentional way of thinking and behaving – making linkages between things that otherwise appear random or unconnected – whether that be supervising a staff, completing a dissertation or advancing a project in the workplace. I share daily leadership dots on my blog to provide examples of “the string” in action. I use the string philosophy through coaching, consulting and teaching to help others build capacity in themselves and their organizations. I craft analogies and metaphors that help people comprehend complex topics and understand their role in the system. My favorite work involves helping those new to supervision or newly promoted supervisors build confidence and learn the skills necessary to effectively lead their team.

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