There has to be a better way. According to John Sculley, former CEO of Pepsi and Apple, in his book Moonshot!: Game-Changing Strategies to Build a Billion-Dollar Business, adaptive innovators deliver an incredible customer experience on a quality level never experienced before.
The power of customer ratings, customer recommendations, and customer complaints cannot be overstated. In addition, consumers also have continuous contact with their friends on various social media sites like Facebook.
Sculley recommends that business owners have a passionate commitment because present day opportunities are boundless. Napoleon Hill said, “Our only limitations are those we set up in our own minds.” We are all capable of so much more.
Sculley advocates for people to be flexible and be willing to look at alternative ways of doing things. For example, those receiving Green Leader awards in the hospitality industry are those who find ways to conserve more and waste less in order to be more environmentally friendly for the greater good of the earth.
Asking the right questions is much more valuable than having knowledge (knowing the right answers). Really listening to the suggestions of your guests is also key. If you hear or read the same guest comments over and over, there may be some truth to what they are stating.
Every “moonshot” begins with a noble cause, a higher calling, a mission that can make a real difference in people’s lives. It is important to know why you do what you do. According to author Simon Sinek, communicating what your organization believes in allows you to connect with your ideal audience.
“There has to be a better way” is the philosophy that Mr. John Sculley lives by. There is always a more effective or efficient solution to the way things are currently being done.
The opportunity to innovate always starts with customer experience. Exceptional customer service with the idea that “there has to be a better way” leads to adaptive innovation at it best.
Getting customers (your guests) to buy the products and services is only the beginning of the relationship. The transaction, Sculley states, is not the destination, but the launching point of a long journey. Personal service is pivotal to the success of many businesses.
Sculley argues, “If you want customers to remember you with profound regard, then you must go out and study their needs and desires with intensity.” Do you have your guests fill out any surveys to give you feedback? What other things could you do to learn more about delivering high guest satisfaction?
Success often hinges on asking the right questions and nowhere is that truer than in creating an exceptional customer experience. Sculley quotes famous Chef and Restauranteur Wolfgang Puck, “We’re not in the food service business, we’re in the hospitality business. It’s all about giving the customer an unforgettable experience.” Deliver a positive, memorable, and matchless customer experience.
The future belongs to those who see possibilities BEFORE they become obvious. Sculley said that before Uber existed, people wondered how to get better taxi service. Entrepreneur Henry Ford said, “If I had asked people what they wanted, they would have said faster horses.”
Business owners need to have an intense curiosity and ask questions. Am I actually open-minded to what my competition may be doing? Is the market ready for what I’m trying to do?
Sculley says that you don’t really understand something until you understand it more than one way. Having multiple ways to think about a problem and process information is also important. Look at other industries and imagine a similar scenario playing out in your competitive world.
The hospitality industry was disrupted by AirBnB. They thought outside of the box to come up with their idea. I am certainly not in favor of the corners cut by AirBnB, but what could you do to help positively change the hospitality industry as we know it?
Monitor negative comments and suggestions with intense attention. There is no substitute for talking with guests one-on-one. Companies and business owners that can adapt will be the big winners.
John Sculley encourages people to be curious, be optimistic, be inspired by what’s possible, but also focused on what’s probable. Develop a context for good ideas so they may actually become valuable. Learn in layers, keep a notebook with you for ideas, and never be afraid to borrow a good idea as long as you attribute the source.
Be committed to finding a better way and never give up in finding it. Prepare, like athletes with hours of practice, and question why things are done in a certain way. Put the customer at the center of your business.
Mr. John Sculley ends his book telling his readers that survival is driven by adaptation and that change is happening faster than ever. Zero in on your most challenging customer problems. Be obsessed with continually creating exceptional customer experiences. Be perpetually governed by the principle that “there has to be a better way.”