In a Blog by Rick Harris,
“Why Signature Moments Are Not Enough”, he writes: “Since 1984 when Jan
Carlzon, then CEO of Scandinavian airline SAS coined the term ‘moments of
truth’, businesses have been seeking out an X factor for their customer
experience. The logic runs that you first identify the critical points in the
customer journey – perhaps a moment when customers expect a possible problem or
delay, or a first impression that lives in the memory. Then the business
creates a ‘signature’ or ‘WOW’ moment at that point, aiming to surpass customer
expectation, and encourage positive word of mouth and future loyalty. An
often-quoted example of a ‘signature moment’ is from the Westin Hotel chain,
notably their Heavenly Bed, built to be so comfortable, it exemplifies the
brand goal of an experience that leaves guests feeling better than when they
arrived. The problem with this approach is that: (1) It assumes that customers
stay ‘wowed’ each time they repeat the experience. (2) It assumes that
competitors can’t copy the signature moment. (3) It assumes that the market
stays static, and is not impacted by new trends, economic conditions or legal
requirements. The reality is that these assumptions are optimistic at best, and
naive at worst...”
In current times, “Signature Moments” are becoming fewer and Empty Rhetoric dominates the ebb and flow of opinion and public debate. In January 2013, Peggy Noonan wrote about the place of “thinking” as one contemplates what to write or say. She quoted: “David McCullough, who once noted that people tend of ask him how long it took to research a work of history and how long to write. They rarely ask him about the thinking, which is what really takes time. To write is to think, he said. Good writing is good thinking.” She goes on to observe: “If you try to write “good lines” you'll likely wind up with strings of dumb, unconnected applause lines. The audience will probably applaud—crowds of supporters are dutiful that way, and people want to be polite—but they'll know they're applauding an applause line, not a thought, and they'll know they're enacting enthusiasm, not feeling it. This accounts for some of the tininess of much modern political experience.” She adds: “You must be serious when you're doing serious work. So don't “try to write a sound-bite” when you write a speech. Don't try to come up with a great line. Try to write well. Which means try to think well. Try to put clearly the position you're advancing of the thought you're explaining. Try to explain why your policy is the best one, your attitude the right one, your program the more just one. Lose yourself in the work and the words will come.”
In current times, “Signature Moments” are becoming fewer and Empty Rhetoric dominates the ebb and flow of opinion and public debate. In January 2013, Peggy Noonan wrote about the place of “thinking” as one contemplates what to write or say. She quoted: “David McCullough, who once noted that people tend of ask him how long it took to research a work of history and how long to write. They rarely ask him about the thinking, which is what really takes time. To write is to think, he said. Good writing is good thinking.” She goes on to observe: “If you try to write “good lines” you'll likely wind up with strings of dumb, unconnected applause lines. The audience will probably applaud—crowds of supporters are dutiful that way, and people want to be polite—but they'll know they're applauding an applause line, not a thought, and they'll know they're enacting enthusiasm, not feeling it. This accounts for some of the tininess of much modern political experience.” She adds: “You must be serious when you're doing serious work. So don't “try to write a sound-bite” when you write a speech. Don't try to come up with a great line. Try to write well. Which means try to think well. Try to put clearly the position you're advancing of the thought you're explaining. Try to explain why your policy is the best one, your attitude the right one, your program the more just one. Lose yourself in the work and the words will come.”
One other observation by Peggy Noonan pertains to the size of
one’s signature. Other than a John Hancock deliberately large signature, most
notable people are modest in the way they sign a document. However, she gives
certain current examples of overly large signatures and observes: “Almost always when people come into
my office and look at the commissions they notice the signatures and note the
change in size from one era to another. To me it’s a metaphor for the growth in
the power and size of the federal government the past quarter century and,
frankly, the more flamboyant egos—or, a nicer way to say it would be the bigger
personalities—that populate it today.”
There
are many “signature moments” in the Bible. The most outstanding is Genesis 1:1,
“In the beginning God created…” The words about Jesus Christ in Philippians
2:5-8, “Your attitude should be the same as that of Jesus Christ – He made
Himself nothing…taking the very nature of a servant…He humbled Himself…He
became obedient to death – death on a cross.” That attitude should be evidenced
in one’s life. In the words of II Corinthians 5:15, “He died for all, that they
who live should no longer live for themselves but for Him, Who died for them
and rose again.” Jesus also instructed His followers in terms of focus and
priority, and how they need to emulate Him. In Matthew 11:28-30, Jesus said:
“…take my yoke upon you and learn from Me, for I am gentle and humble in heart,
and you will find rest for your souls…” This is the signature moment one should
seek after and strive for, namely, to be like Jesus. Consider these things with
me.
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