In the ever-evolving landscape of business, the delicate dance between honoring tradition and embracing innovation is a critical one. Are you so bound in the past that you fail to focus on the future? Or are you so forward-looking, you ignore the values and traditions of your previous work?
This past weekend, Tammy and I attended the Past National Officer reception at the National FFA Convention. FFA (formerly the Future Farmers of America) played the primary role in my training for leadership and in speaking. It was an absolute blast to reconnect with so many great friends. However, what struck me was that the organization had the National FFA Officer team of fifty years ago present the opening ceremonies for the 30,000 students — mostly of high school age — in attendance.
You might think that these kids wouldn’t want to hear six 70-year-old men perform a 7-minute traditional ceremony — but that would not be the case. They cheered as if their favorite team had just scored in the final seconds of the big game. The FFA members were displaying they knew an important lesson we should all learn.
As we reflect on the legacies that have shaped industries, it is imperative to pay respect to past traditions; they are the bedrock upon which we build the future. However, revering tradition does not mean we should be ensnared by it. The art is in leveraging the foundational principles that defined our yesteryears while pivoting with agility to meet the dynamic needs of today’s customer experience.
Consider Apple, a company that respects the innovative spirit of its co-founder, Steve Wozniak (a fellow member of the In Residence faculty at High Point University), yet is not shackled by its past. Apple continues to push the boundaries of technology and design, all while maintaining a user-centric approach that has been the hallmark of its brand since its inception. This is a prime example of a company that transforms consumer expectations into customer experiences, all without losing sight of its core values.
Similarly, Netflix, under the guidance of co-founder Marc Randolph (another HPU colleague), revolutionized the home entertainment industry. It started with a traditional mail-order service and then boldly transitioned to streaming, leaving behind its old business model to adapt to new consumer behaviors. Netflix demonstrates the quintessential transition from respecting the past – note, not remaining in the past – to pioneering future possibilities, thereby crafting an ultimate customer experience.
My client BMW is another brand that honors its tradition of German engineering excellence, while also being a frontrunner in automotive innovation. The company’s commitment to producing the “ultimate driving machine” remains unwavering, yet it simultaneously forges ahead with electrification and autonomous driving technologies. This fusion of heritage with futuristic vision exemplifies the balance of honoring tradition without being trapped by it.
As we navigate the waters of change, we should reflect on our traditions, not as an anchor, but as a compass.
Our history is a source of invaluable insights and principles that can guide our innovation. Yet, to deliver the Ultimate Customer Experience ®, we must be willing to disrupt the status quo, to challenge the traditional ways of doing things if they no longer serve our contemporary customer.
Businesses that excel in innovation understand that tradition is not a destination; it’s a part of the journey. They honor the past by building upon it, not by staying within it. They recognize that to be remarkable in today’s market, to truly stand out, they must deliver an experience that is not merely different, but distinct. This requires an unyielding commitment to the present and future needs of customers, with an innovative mindset that is always looking ahead.
The Ultimate Customer Experience ® is a blend of reverence for the past and bold strides towards the future. As leaders and businesses, let us honor our traditions by allowing them to inform and inspire our innovative efforts.
In doing so, we not only pay homage to our origins but also pave the way for groundbreaking achievements that will, in turn, become the cherished traditions of tomorrow.
