In the ever-evolving landscape of today’s business world, titles and roles frequently change to reflect the dynamism of the marketplace. However, my friend, Jack Miller, the General Manager of the Fairmont Scottsdale Princess, has taken a step that resonates far beyond mere semantics. He has rebranded himself as the “Chief Inspiration Officer.”
I wrote extensively about Jack and the Scottsdale Princess in my book, “ICONIC,” as a shining example of distinction. Jack is a leader who understands what it takes to be not just the best IN the world but the best FOR the world. This latest move is a profound testament to his commitment to leadership that inspires.
Leading Through Inspiration
The traditional view of leadership often involves guiding, directing, and managing. For some, it may even (unfortunately) mean ordering and dominating. But the truly transformative leaders are those who inspire. Inspiration fuels passion, sparks creativity, and nurtures the courage to innovate and take risks.
The Chief Inspiration Officer
Jack Miller’s title change is more than a novel moniker to which other leaders should aspire. It symbolizes a shift in focus from managing to actively inspiring a team. This isn’t about overseeing operations and finances; it’s about creating a culture where every team member feels driven to excel and contribute their best.
As the Chief Inspiration Officer, Jack embodies a leadership style that motivates his team through shared vision, purpose, and enthusiasm. He recognizes that his role is not just to tell people what to do but to help them discover why they do it and what they can achieve while simultaneously delivering an Ultimate Customer Experience.®
A Culture of Inspiration
This shift in leadership perspective fosters a culture where inspiration infuses every level of the organization. It encourages employees to think creatively and to strive for more than just meeting quotas or targets. It creates an environment where innovation thrives, and success is measured not merely by numbers but by the positive impact and distinctive contributions made.
When my favorite bartender, Jaimie Werling, announced he was moving from Indianapolis to Scottsdale, I suggested he contact the Fairmont. He’s now been there for several years – and tells me constantly that he continues to be inspired by Jack and his fellow leadership team. This resort attracts the best – like Jaimie – because they inspire.
The Ripple Effect
When a leader like Jack Miller emphasizes inspiration, it sets a precedent that extends beyond his immediate team. It conveys to the entire industry that leadership is not about maintaining the status quo. It’s about challenging it, growing, and constantly finding new ways to stand out and create distinction.
The Takeaway: Be the Best FOR the World
Jack Miller’s evolution from General Manager to Chief Inspiration Officer is more than just an interesting anecdote. It’s a lesson in how leadership can—and should—evolve to meet the unique challenges of today’s world.
If we want to lead teams that are not just efficient but exceptional, not just productive but passionate, we must lead through inspiration.
Jack’s example serves as a beacon for any leader aspiring to create distinction within their team or organization. It’s a reminder that titles and roles are flexible, but the core principles of leadership remain. Leaders inspire, elevate, and bring out the best in those around them.
May we all strive to be Chief Inspiration Officers in our respective fields, for it is the path to true distinction and enduring success.
In the current hypercompetitive business landscape, achieving distinction—standing out from the crowd—is no longer an option; it’s a necessity. Amid a vast sea of similar products, services, or even institutions, the ones that emerge as leaders are those that manage to create a unique identity, a distinct image that sets them apart from their competition.
As you may know, I am a part of the “In Residence” faculty at High Point University – and the President, Dr. Nido Qubein, has been a close personal friend for many years. It’s one of the great joys in my career and life to contribute to the growth of the students and participate in some of the activities of the Business School as well as other aspects of this incredible institution of higher learning.
So, in our pursuit of understanding the art of creating distinction, let’s consider High Point University as a highly illustrative case study.
Over the past few years, HPU has experienced remarkable growth, not just in student enrollment but also in academic reputation, infrastructure development, and community engagement. Their secret? Dr. Qubein and his team recognized the need to create distinction, and more important, they acted on it.
In a saturated education sector, HPU chose to place an emphasis on holistic development (they are called “The Premier Life Skills University”) and experiential learning. Their mission was not just to be a place for acquiring knowledge but to become an institution that prepares students for life.
HPU did not simply aim to graduate students; they aimed to produce “life-ready leaders.” This forward-thinking, student-focused approach created a strong, unique brand image for HPU that resonated deeply with its target audience: students and their parents seeking a comprehensive, growth-oriented educational experience. HPU does not shy away from proclaiming that they are a “God, Family, Country” institution. They are clear about their mission and values – and Clarity is the first of the Four Cornerstones of Distinction that I discuss in my books, “ICONIC” and “Create Distinction.”
Moreover, HPU understood the value of authentic engagement with its community. From partnerships with local businesses to investment in community projects, HPU demonstrated that they were not just in High Point, but they were a part of High Point. This strategy not only enhanced their reputation but also differentiated them from competitors who may not invest similarly in community engagement. Also, this engagement with the community serves as an important teaching tool to demonstrate to all students the importance of “giving back” as an essential element in a successful life.
Additionally, HPU embraced the digital age, adopting innovative technologies and fostering a tech-forward learning environment. This transformation allowed them to keep pace with contemporary educational needs and stand out among traditional educational institutions. This has also helped lead to the establishment of many new academic schools within the university, such as the School of Law, School of Optometry, School of Nursing, and School of Entrepreneurship. This is all part of a $400 million expansion project that Dr. Qubein announced.
The case of High Point University underscores two key points.
Your distinction must spring from value integration – in this case, HPU offered a unique, holistic educational experience, built community relationships, and embraced technology. All of these became part of HPU’s DNA. (Note: it is value integration, not “value added.” Something added can easily be subtracted. When your values are integrated into your everyday activities, they are almost impossible to be eliminated.)
Second, distinction is built on authenticity. HPU didn’t pursue these strategies simply for appearance’s sake; they were aligned with the university’s mission and values.
We must recognize that in a crowded marketplace, consumers have the luxury of choice. (Think for a moment how many colleges and universities are out there that HPU must compete with to be the choice of students and parents!)
Your organization must strive to be the chosen one. And to be chosen, you must be distinctive.
Creating distinction demands clarity in understanding who you are as an organization, the unique value you offer, and how you can communicate that value effectively. It’s about understanding your audience’s needs and preferences and tailoring your offerings accordingly.
Distinctiveness is not just about being different; it’s about being better in a way that matters to your audience.
High Point University provides a remarkable example of how a clear vision, strategic focus, and commitment to adding value can turn an organization into a distinguished leader in its sector. HPU is an inspiring reminder for all organizations to embrace their uniqueness, integrate value, and create distinction.
Remember, creating distinction is not a one-time act but a continuous process of innovation, evolution, and improvement.
What I Discovered – and How it Impacts You – at the National Speakers Association Convention
I’m returning home from Orlando after attending the National Speakers Association’s 50th annual convention. (I frequently make the joke that it’s a conference with more than 1,000 speakers but no listeners.)
While it was a remarkable experience that allowed me to renew friendships with many of the top content creators and thought leaders worldwide, it also got me to consider a crucial issue: Why should a business owner or leader seek advice and input from someone outside her company?
It can be tempting to think that you have all the answers and that you can handle every aspect of your business on your own. You work in the business every day, and an outsider will never have the level of detailed knowledge of your specific business as you.
However, listening to outside expertise can provide valuable insights and help you make informed decisions that will ultimately strengthen your business. Here are five reasons why an outside consultant, author, or speaker can help you grow your business:
One of the main benefits of listening to outside expertise is that it allows you to gain a fresh perspective on your business. You may be too close to the day-to-day operations of your business, making it difficult to see areas for improvement. An outside coach, consultant, or speaker can bring a new set of eyes and a different perspective, helping you identify areas that you may have overlooked.
Industries are constantly evolving, and it can be challenging to keep up with the latest developments on your own. Outside expertise can help you stay up-to-date with the latest trends and best practices in your industry. An author, consultant, or seminar leader may provide you with valuable insights into what is working and what is not, helping you stay ahead of the competition.
Making better decisions is yet another advantage of seeking out outside knowledge. It is challenging to make choices that will impact the entire company when you are a business leader, as you have many responsibilities. An outside specialist may offer you data-driven insights and recommendations based on best practices in your sector, assisting you in making decisions that are best for your company.
Engaging outside expertise can help you improve your leadership skills. A business coach or mentor can provide you with guidance on how to motivate your team, communicate effectively, and build a positive company culture. They can also help you identify areas where you may be struggling as a leader and provide you with strategies to improve.
Finally, coaches, consultants, and speakers can help you increase your confidence as a business owner. When you work with an outside expert, you can rest assured that you’re getting the best advice and guidance possible. This can give you peace of mind and increase your confidence in running your business successfully.
Outside expertise is essential for building a stronger business. There were many experts at the National Speakers Association convention who could help you gain a fresh perspective, stay up to date with industry trends, make informed decisions, improve your leadership skills, expand your network, and increase your confidence. Don’t hesitate to seek out outside expertise – it could be the key to taking your business to the next level.
And, please remember – if you seek the insight of a consultant or coach, or if your next meeting needs a speaker – I’m here to help you create distinction and deliver an Ultimate Customer Experience.®
Several years ago, a Canadian musician’s $3500 Taylor guitar was severely damaged by baggage handlers from United Airlines. When Dave Carroll couldn’t get the airline to take responsibility for what they had broken, he made a music video that was viewed by millions on YouTube, creating a public relations nightmare for United.
Wikipedia reports, “It was widely reported that within four weeks of the video being posted online, United Airlines’ stock price fell 10%, costing stockholders about $180 million in value.” (That would’ve bought over 51,000 replacement guitars!)
I bring this up because a couple that lives near us in Las Vegas had a terrifying incident at a local Starbucks. Lauren Weyand writes on Nextdoor:
“5 or 6 teenage kids came in shirtless, shoeless, and screaming profanities at each other…using incredibly vulgar language and pulling all of the food products out of the fridge section with no intention to buy anything. They asked the cashier for large water, one for each of them. Each of them was given water. They were heading out of the store.
My husband saw them line up — waters in hand — and said, ‘Ready, go!’ Before I knew it, I was hit in the head with a water cup. Two large cups of water doused our computers and us. We were startled and overwhelmed by what had happened. The whole store acknowledged the incident and asked us if we were okay. The Starbucks staff said nothing and started mopping up the mess. Nobody contacted the police or managers to ask for help with the situation that had just occurred.”
Weyand continues that she and her husband later returned to Starbucks to speak to the manager about what had happened. They were told they could not have video of the incident, and no police report had been filed because an employee got tired of waiting for the police to answer the phone, so they hung up and didn’t try again. The manager then led them to the door and told them more information would be forthcoming.
Look, we could turn this issue into a political or generational topic and press hot buttons all day long. Let’s not – that isn’t what this commentary is about.
At the current point, the Weyands must buy two new laptop computers, as neither of the ones they were using at Starbucks is now working because of the water damage. The Starbucks helpline – using the term “help” a bit loosely here – told them the case was closed and had been resolved, even though nothing was truly handled. From Weyand’s perspective, Starbucks has chosen the profane, shirtless troublemakers who threw water in their store over two loyal customers.
When I contacted Lauren Weyand, she confirmed that Starbucks remains silent – which she understandably perceives as a lack of concern and commitment for their customers.
In the frequently negative world of social media, some are questioning if Starbucks has any liability in this matter. I’m not a lawyer, so I don’t know the correct answer – but the important issue is that we should care less about liability and be more concerned about the customer experience.
What did United do in the wake of the PR disaster over the music video, “United Breaks Guitars”? As I relate in my new book, “The Ultimate Customer Experience,®” they licensed the video from Carroll to use in their training curriculum. They’ve hired him to speak at meetings for them to emphasize the importance of the customer experience.
And United’s share price has gone from $3.25 when Carroll’s video was the hottest thing on YouTube to closing today at $53.34! That’s what happens when you listen to your customers, learn from your mistakes, set things straight with those you have wronged, and focus on the Ultimate Customer Experience!
Starbucks may save a couple of grand by staying silent and not offering the Weyands replacement laptops, hoping they’ll just give in and give up. But just like United discovered how they could be “penny wise and pound foolish,” we’ve seen from experience that ANY business, no matter their size, can get on the wrong side of the public and lose millions when basic empathy and concern for the customer is ignored.
Every customer has a right to presume they aren’t going to have water thrown at them and have their computers ruined because they chose to do business with you.
So, what should Starbucks do? I’d suggest the minimum is that they apologize, replace the laptops, and provide the Weyands with a couple of gift cards with handsome amounts attached.
(They might also increase security so that shirtless, shoeless individuals can’t enter their stores in violation of health ordinances…and provide the store’s video to the police so they can press charges.)
Starbucks should learn from its mistake. Because they didn’t get it right, they should take advantage of the opportunity to make it right. If they fail, they may discover more people than a nice couple here in Vegas who are beginning to question if it’s worth a trip to get coffee from them, as opposed to their competition, if the experience is going to be so inferior – even problematic.
(Full disclosure: I’ve had the privilege of working with United and consider their Chief Customer Officer, Linda Jojo, a friend.)
The Ultimate Customer Experience® book is now available – get yours today!
In my first business book, “ALL Business is Show Business,” I wrote about the importance of emotion in creating and delivering the Ultimate Customer Experience.®
Emotions are powerful drivers of behavior–and they have been since the beginning of time. It seems that we’re hardwired to feel certain ways when we encounter certain stimuli: we feel happy when we see beauty; we become sad when someone close passes away; angry when someone does something unfair or wrong; and fear activates our fight-or-flight response when faced with danger.
When you think about it, emotions are what causes customers to fall in love with your product or service — and emotions keep them coming back time and again.
Emotions drive people to share their experiences with others, which will grow your business by increasing awareness and word-of-mouth referrals. If your customers are experiencing strong emotions when interacting with you — whether positive or negative — they’ll be more likely to remember those feelings later when making purchase decisions.
This means that a focus on emotional design is an important part of the customer experience. It can help you create a positive image and improve the overall experience for your customers.
Emotional design helps build trust by creating a heightened emotional connection between you and your customers, making them more likely to purchase from you. This connection can also help increase loyalty among existing customers by reinforcing their positive feelings toward your company or product line.
Research shows that consumers who feel positively about a company are more likely to recommend it on social media platforms as well as through word-of-mouth recommendations. This would mean there is less need for advertising expenses because your emotional design increases brand awareness without additional marketing investment required!
The future of emotional design for you and your organization is in your hands. Start by using data as a tool for understanding what people say they feel and how their emotions affect their behavior and decision-making processes. Once you’ve got that information at hand, use technology (like chatbots, for instance) to improve how customers interact with each other and with businesses like yours — then measure the results.
If you want to deliver an Ultimate Customer Experience® so your organization gains more repeat and referral business, consider the importance of designing how you can enhance the emotional engagement that a customer has with you with as much passion and precision as you seek to delineate their customer journey.
Pre-order my new book, “The Ultimate Customer Experience ®” for your company and receive some extraordinary benefits! Contact us for more information.
If you want to get better at what you do, there are few limits to how far you can go. With the right mindset, you can become more successful than ever before.
(That’s why Jason Bradshaw and I are conducting the “Stand Out / Earn More” program this week. You’ll discover how to register for FREE at the end of this post!)
As with any skill, learning new things and improving takes time and effort. Here are some tips for lifelong learning that will help elevate your career and your business:
Learning is how we grow as professionals
Learning is a lifelong process, and it’s not just about getting a degree. Learning is about keeping up with trends and new technology. It’s about staying ahead of the curve to keep providing your best work for customers and continue to be an asset to your company or organization.
If you want to stay current, there are many ways to learn while working:
Attend conferences and conventions related to your field (if possible).
Plan out time each week for learning new skills – whether through books, online courses, or other resources — even if it means reading just five pages daily!
You can keep getting better with discipline and action
It’s possible to keep getting better at your craft with discipline and action. That’s because self-discipline is a crucial ingredient for success. You might not know precisely what it takes or how much time it will take for you to do something well—but if you’re disciplined enough, this will show itself over time when nothing else matters but doing what needs doing right now! Whether you want to be an expert in programming, marketing, or sales, the only way you’ll get there is by setting goals and following through on them.
Track your progress
Track your progress and celebrate your achievements as you go. This will help you stay motivated, focused, and on track.
One way to stay motivated and on track is to set a time-based goal. For example, if you want to run a marathon in under 3 hours, set a date and commit to training. Once you’ve completed this goal, select another one that will help keep you motivated.
Having multiple skills is an essential part of being a professional
To be a distinctive professional, you need to have multiple skills. There are many ways that you can learn new skills: taking classes online, attending virtual summits, reading books about it, observing someone who already has those skills (i.e., watching your boss), and so forth.
Learning builds confidence so your efforts are taken seriously
Confidence is a key part of being a distinctive professional. As your experience grows, so does your credibility and, thus, your confidence. Learning new skills helps build this credibility and also helps to keep you interested in what you do.
Learning new skills helps us gain both confidence in ourselves and attractiveness as an employee or entrepreneur because our customers know we are always looking for ways to improve ourselves professionally.
Lifelong learning is key for the true professional
Lifelong learning is critical for the true professional. Lifelong learning is a skill that can be developed, taught, learned, and improved. It’s not just about what you know today; it’s about how you’ll be able to apply that knowledge in years to come.
The world is changing. To survive in this dynamic environment, it’s essential to be flexible and adaptable. Lifelong learning allows you to do just that—it keeps you informed about the latest trends and developments so that you can stay current with the ever-changing landscape.
In the end, lifelong learning is essential for anyone who wants to keep getting better.
Professionalism isn’t just about keeping up with the latest trends or being busy all the time; it’s also about taking time to reflect on your skills so that you can use them well in the future. Learning new things is important because it gives us confidence in ourselves and our work, moving people to take us more seriously.
Why wait? Go forth and learn!
This is my personal invitation to you to attend our “Stand Out / Earn More” event this Thursday, Friday, and Saturday – and I hope to see you there! You can attend for FREE!
