Is good enough ever really “good enough?”
Are we as an industry in danger of compromising standards simply because we just can’t be bothered?
I have always believed in going the extra mile.
As they say, “There are no traffic jams on the extra mile.” And of course, that’s right.
The number of people willing to do that little bit extra and keep on doing it, is relatively small. If it wasn’t the case, then of course the idiom would not exist!
In times of challenge, it is doubly difficult to maintain aspirational standards. Going the extra mile when just getting from A to B is all you feel you can shoot for, metaphorically speaking, can be tough. Nevertheless, I find it exasperating that some retailers have already given up!
Earlier today I was talking to someone about their tagging system. I pointed out the potential pitfalls of a, frankly, not very good system - not one of ours, I hasten to add! His reply was “It is good enough and it is cheap enough!” And that got me thinking, “Is he right? Is good enough every really “good enough?’”
'“The truth is that doing the small things right is less about avoiding failure and more about setting yourself up for success”.
Noel Verbruggen - Intrepid CEO
Since covid, service standards in retail have dropped dramatically. Sorry!
As a nation we have come to find as acceptable the flimsiest, most improbable of excuses. It’s true!
When my guaranteed next day delivery fails to materialise, for three days in a row, I am told “Well, we are having problems finding delivery drivers!”
When I visit the opticians for an 11am appointment and don’t get seen until 45 minutes (and a parking fine) later, I am told “One of our opticians is off sick.” As if that is an acceptable reason for my inconvenience.
If you can’t keep your promises, then you shouldn’t make them. And if you do have an unexpected snafu create a situation that will inconvenience your customers, then tell them in advance and give them the opportunity to make alternative arrangements if they want.
I suppose part of the choice being made – for it is a CHOICE – could be said to relate to the consequences of failure. Interesting…
How badly is it acceptable to fail in a competitive industry. And what does it say about the likelihood of you achieving a big success if the path of your endeavour is strewn with small failures left unaddressed in pursuit of excellence.
The truth is that doing the small things right is less about avoiding failure and more about setting yourself up for success. It is the details in the preparation, born of experience of what can happen if you don’t pay attention, that determine whether you can ever achieve a great result or not. Build your project on a foundation of sand and don’t be surprised when the final, beautifully finished building comes crashing down. I’ll give you an example…
I don’t drink myself. However, a colleague recently told me about the outstanding success of an English vineyard called Winbirri. Apparently, out of a global entry of 17,500 different wines for the prestigious annual Decanter Awards, Winbirri won not best in region or class, but best in the world! An ENGLISH vineyard. How is that possible!?!
The answer is attention to detail, and an unrelenting pursuit of excellence from the very get go…
The way Winbirri Vineyards goes about making wine is incredible. They make no compromise on quality in any of the many, many areas it is possible to take short cuts. As a result, even though they have only been in business just over a decade they have become world leaders in wine quality.
When they plant vines, they get a specialist team of German viticulturalists in to plant them for them. And they plant 20,000 vines at a time, each planted to within 5mm of their desired location. Each vine is then given its own GPS reference and the hours of sunshine it gets is monitored precisely, so they can calculate exactly the right time to pick the grapes; when the flavour profile, which changes as grapes ripen, will be perfect for them to harvest to make their wines. Plus or minus 5mm! Best of 17,500 wines. Makes you think!
Of course, they could just dig a trench and plant vines in a line and say “That’s good enough and it’s cheap enough.” But not for a world class product it isn’t. It is the infrastructure, the preparation that helps guarantee success. No compromise at any stage.
And then there is the issue of your corporate self-talk. It is the same for a business as for individuals… You may not be what you think you are… but what you THINK, you ARE!
If you see yourself as a mid-tier organisation where petty failures on a daily basis are just fine, then watch out. Organisations with a positive mindset, who see every area of their business as a breeding ground for excellence and expect to achieve that, are coming to get you. It is a virtual certainty.
So, there it is. I think we are clear. Good enough is never really good enough if you want to be durable and successful.
I’ve been in this industry now for 40 years. Intrepid has been my passion for over 30 of those years. I still work with some of the very first customers who ever bought from me! Many of the products we supply can be bought from other suppliers, but what they cannot buy elsewhere is our attention to detail, our desire to be the best and the fact that we will do whatever it takes, to go the extra mile to keep a client happy.
Give us a try, and you’ll see. 😊
“Intrepid has been my passion for over 30 of those years. I still work with some of the very first customers who ever bought from me! ”