As you’ve probably heard, Saturday’s running of the Kentucky Derby ended in controversy. And, it’s a great reminder for all of us – professionally and personally.
Maximum Security – one of the favorites to win the race – crossed the finish line first, leading by 1 ½ lengths. However, an objection was filed. Early in the race — spooked by the massive crowd of over 150,000 people — Maximum Security veered a bit from his racing line and impeded the progress of another horse. In horse racing, that’s called a foul – and it typically means disqualification. However, the Kentucky Derby is the world’s biggest horse race and it had never in its 145-year history had a winner knocked out of the top spot for an infraction.
Many years ago, as I was building my speaking and writing business, I was a free-lance broadcaster for WHAS-TV in Louisville. Typically, I was reporting or reviewing some aspect of the entertainment scene for the top-rated newscast of the region. One of the clichés I quickly learned was, “We’ll fix that in post.”
Post-production – or simply, “post” – is the editing that goes on after all of the footage has been shot and reporting has been recorded. “Fixing it in post” means that you can correct your mistakes through the editing process, rather than worry about what’s gone wrong while you’re in the field.
However, one of the first “live” events I did for WHAS was our full-day coverage of the Kentucky Derby. Now, my reporting from the field was on-the-air live. There would be no chance to fix ANY mistakes in post – rather, errors would be seen by the entire viewing audience.
This year’s Derby made me think about those old times again – and reflect that the jockey of Maximum Security would certainly have coveted the opportunity to fix the horse’s mistake “in post.” A simple and unintended error literally cost Maximum Security’s owners, trainer, and jockey millions of dollars.
Because of that small but critical mistake by Maximum Security, twenty minutes after the end of the race, long-shot Country House – at 65-1 the second-highest odds for any winner – was declared as the horse entitled to claim the Kentucky Derby.
Here’s how this relates to us: many times, we make small errors when it comes to how we deal with customers early in our engagement with them. Consciously or subconsciously, we think we can “fix it in post.” In other words, we don’t worry too much about our mistakes because we believe we can correct everything later in the process. Yet, those small slip-ups can significantly cost us in the end.
My heart was breaking for the jockey and trainer of Maximum Security. It was a tiny mistake by a wonderful horse. However, just like in football, a penalty is called because one occurred – and whether it was intended or not is irrelevant. (“You didn’t mean to jump offsides? Ok, I’ll pick up the flag,” said no referee ever.)
That’s why in business and life – just like in horse racing – it’s tough to rely on “fixing it in post.” And, errors, intentional or not, are usually penalized. That’s why EVERYTHING MATTERS in all of our dealings with customers, no matter when it takes place in the process.
And, it’s why those who create distinction are able stand out to such a remarkable degree in every marketplace. They find ways to get it exactly right for their customers all along the way.
Ask yourself and your team, “If we got it EXACTLY RIGHT for our customers…what would that be?” Deliver that – every customer, every time – and you are on the road to becoming an iconic organization.
