“Weekly Message” Lessons Taught

Having transitioned from a 32-year career in retail supermarket operations to a 20-year hobby in the professional chauffeured transportation industry, I’ve had the opportunity to be focused on providing nothing other than superior service, taught to me early on while at Giant Food in the Washington, DC area where their mission statement was simple and directly to the point (quality, value, service), which is merely service that is real, sincere, dedicated, and heartfelt–never ever orchestrated. It’s the Baby Boomer’s belief that if you were born after 1965, you’ve not experienced what is considered “outstanding” customer service which is now in danger of becoming a lost art.

While at JL, based in Richmond, VA, our motto was “driven to serve” and everyone was committed to exceeding their customer’s service expectations at every opportunity providing an “Academy Award” performance creating “memories” and “wowing” their customers by looking professional, acting professional, and being professional as we were always “on-stage” with SAFETY being our #1 priority.

We seldom ever saw one another no matter what your role was as JL was a 24/7/365 business and we each worked individually on our own for the most part. WTBS, we still considered ourselves to be a TEAM and so our business was predicated on respect, trust, and integrity. We demonstrated, on a daily basis, respect for our customers, our business, our colleagues, and ourselves. We trusted everyone on the TEAM would accomplish what they were supposed to accomplish when it was supposed to be accomplished and how it was supposed to be accomplished. We were ultimately successful because we exemplified only the highest degree of integrity.

The TEAM at JL was made up of good people, most of whom were retired executives, and were extremely passionate about what they were doing, clearly understanding they were merely driving their customers SAFELY from Point A to Point B. Hey, it wasn’t rocket science, they weren’t curing cancer, nor were they solving world hunger–it was completely their choice to be doing what they were doing and they did it to the very best of their abilities.

A key to keeping our vehicles on the road and out of the ditches was maintaining open lines of communication with one another. One of the tools we utilized was the creation of a “Weekly Message” which repeatedly, to nauseum, beat the keys to our success into their minds so we remained totally in step, completely indoctrinated to the expectations and somewhat brainwashed into the structure.

Following are some “tips and tidbits” from a number of the “Weekly Messages” created over the years which went to the core of who we were at JL and ultimately led to our continued success:

RESOLUTION VS RESOLVE

How many of us that make resolutions are still doing daily what they need to be doing to achieve those resolution goals? Statistics say only about 25% of us are disciplined enough to carry on after week #3.

Most of us historically make annual resolutions which we won’t ever achieve because the goals we set are unrealistic which, in turn, requires unrealistic efforts.

Being human, few of us are willing to consistently practice “walking our talk” instead, we’d rather “talk”, but not “walk” as we’ve become an excuse-based society where we complain about most everything and everyone except ourselves. Perhaps, we should concentrate more on self-improvement by KNOWING what we DON’T KNOW.

We often speak that one’s continued development comes from exercising critical self-evaluation. In doing so, you’ll probably find that TODAY you’re not what you were YESTERDAY and it’s now time to hit the “reset” button and get “back to basics” by refocusing and rededicating.

Be cautious though in reflecting on past accomplishments viewing them in your rear-view mirror will not, TODAY, make your TOMORROW any better. Your reflections should only be used to move forward and step up to a higher level.

So the real challenge is to make yourself and those around you better through the energy, the drive, the attitude, and the discipline you practice consistently on a daily basis.

Don’t make “resolutions” which you probably won’t achieve anyway. But instead create a “resolve” keeping it simple and attainable concentrating merely on one determined goal you’re able to describe in a word, phrase, or motto to define YOU.

WHO LIKES TO PRACTICE??

Everyone enjoys playing the “game”, but truly no one really likes to practice. Why is that?

Well, practice isn’t really any fun. In fact, practice is hard work. More importantly, you must practice in a way that improves your performance so you must concentrate on practicing behavior which accentuates your performance rather than hinder it.

In our last Weekly Message, we spoke about a lack of focus and self-discipline giving specific examples through glimpses.

To maintain balance and create a consistency in performance one must practice discipline.

Discipline is the quality of being able to behave and work in a controlled way which involves obeying particular rules and standards.

So the bottom line is that you must challenge yourself to practice in a disciplined manner whee you are consistently doing what you’re supposed to do even when you don’t feel like doing it!!

That’s the difference between just being average or maintaining the JL “standard” where we strive for perfection yet excellence is accepted.

I guess it takes disciplined practice and I hope we’re up to the challenge.

THINKERS VS DOERS

Well, after reaching out to a handful of teammates last week, the conclusion is you’re neither. Yes, that’s right, you’re neither because actually you’re both.

Last year, we spoke on the topic of “selfish vs selfless” and found, as with almost anything, we must exercise both with the focus on moderation.

Thinking, using a business model is either “strategic” or “operational”.

Our Ownership Team provides us with “strategic” thinking by creating a vision for both short- and long-term success. Let’s recall three examples of this at JL.

The first was in 2015, when we realized we needed to become more of a corporate entity when we added structure and became technology-driven. The second was in 2017, when we wanted to significantly move into the Charlottesville market, we purchased Blue Ridge Executive Transportation (BRET) which was based there in order to gain a large foothold and we did. The third was, of course, in 2020, creating the plan to survive the onslaught of the coronavirus pandemic.

The remainder of the JL Team practices “operational” thinking on a daily basis which utilizes the policies and procedures, tools, and resources, and checks and balances which were put in place in 2015.

Certainly, being a “thinker” is important, and we are all “thinkers”, but in discussing this with the teammates, we only think about 30% of the time as thinking only prepares you for what is most important and that is accomplishing.

We concluded we’re 70% “doers”. “Doers” are focused on creating success by doing what needs to be done in order to be successful.

The next question we answered was what makes JL as successful as it is?

No doubt, the number one reason is our people. We only ask good people to be a part of the JL Team. People who are dedicated to service, dedicated to SAFETY, dedicated to demonstrating honesty, integrity, and respect. Our people truly make the difference and are passionate.

Next was the training we provide where we orient everyone to the policies and procedures, tools and resources, and checks and balances we have in place to ensure our success.

Third was keeping the lines of communication open and exercising informative communication as we seldom see one another, thus, supporting our success.

Last, but certainly not least, was accountability knowing that it shouldn’t always be taken in a negative context, but understanding accountability is also a positive way to recognize and appreciate one’s accomplishments. Accountability is essential to our continued success as our behavior and performance result in consequences by not merely “sweeping them underneath the rug”.

So, in conclusion, we’re both “thinkers” and “doers”.

INSPIRE TO ASPIRE

Looking back just 3 weeks, we’ve received 14 compliments from our customers. that’s not only an amazing number. It really shows how “driven to serve” you are in always striving to exceed your customer’s service expectations.

“Inspire” by definition, is to create the urge or ability to positively accomplish an established goal.

Thank you for embracing what we attempt to embed in each of us by being so repetitive week after week in sending the same message over and over in our attempt to define the JL “standard” of excellence through the elimination of the dreaded service deviation and single vehicle incidents as we exceed our customer’s service expectations at every opportunity.

The services we provide are not inexpensive as we merely drive our customers safely between points A and B. But by being professional, dependable, safe, and discreet we build a relationship where our customers can count on us which creates value.

It’s our Driving Team who accomplishes this as they are the “face” of JL, thus, the “brand” that is JL.

“Aspire”, by definition, is to have a strong desire to achieve a goal or standard.

Clearly, you see the difference between “inspire” and “aspire”, but you can also see the similarity.

It appears we at JL may have finally achieved, after all the effort and repetition, the goal where we “inspire” to “aspire” and that’s very satisfying.

ASSUME

By definition “assume” is when we suppose something to be the case, but without any tangible proof.

Certainly, we human beings, being human, have a tendency to “assume” probably more than we should and suffer from the consequences of what assuming does to us merely by the three words within the spelling of the word itself.

When we “assume” we form perceptions and whether they’re right, wrong, or indifferent, these perceptions become our reality which can lead to misconception as our proof normally lies within rumor and speculation–not by data, facts, or substantiated evidence.

You may, by now, be asking why this discussion is taking place. Normally, when we leave a soft season and enter into a busy season at JL, like we’re about to do, we begin to see an uptick in our experiencing the dreaded service deviation.

We “assume” everything’s going to be okay, but we sometimes take short cuts and embrace some bad habits that catch up to us entering into a busy season.

We can ill-afford to lose focus and become complacent. It’s all about getting back to practicing the basics and becoming extremely disciplined.

We must be thorough in our proper preplanning the evening prior to our scheduled runs, timely proactive communication is vital, and exercising excellent time management skills is essential to avoid “pushing” which leads to incidents.

One of our Reinforced Training Seminars specifically addressed this opportunity as it was entitled “Taking the Rut Out of Your Comfortable Routine” as it’s all about crossing your “T’s” and dotting your “I’s”.

You see the word “rut” is within the word “routine”. As we enter into our busy season, use caution and don’t “assume” anything.

“SELFISH” VS “SELFLESS”

Choosing to demonstrate a lack of respect, a lack of pride, and a lack of passion from those few who choose to be “selfish” vs “selfless” is unacceptable. The JL formula for success is really quite simple as we have all the policies and procedures, tools and resources, and checks and balances in place to be successful. We, as the JL Team, each have an important role to play and it’s imperative that rather than think about “me”, we must instead, focus on “we” by providing an “Academy Award” performance each and every time “oozing” with respect, pride, and passion as our contract with our customers is renewed only with each successful run–there is no room for error! As Honore Gabriel Riqueti, the French Count of Mirabeau said, “None, but people of strong passion are capable of rising to greatness.”

WTBS, there are those of us who are “selfish” when they should be more “selfless”. Honestly, both are examples of extreme behavior and it’s always much healthier to practice and come to terms with moderation. The word “selfish” means lacking consideration for other people and being concerned chiefly with one’s own personal profit or pleasure. In turn, the word “selfless” means you are chiefly concerned with the needs and wishes of others, much more than your own. Looking at these definitions, it certainly appears being “selfish” is much more negative than being “selfless” and it probably is as it relates to a team environment like ours where we need to focus on “we” rather than “me”.

WHAT MAKES A GREAT DRIVER

All of our drivers at JL are “good” and, yes, many can be considered “great”. But, truly, what is the difference between being “good” and being “great”? Let’s see if we can come to terms with that question and hopefully “inspire” each of us to “aspire” to greatness.

In 2019, the Driving Team at JL had grown to fifty members and then 2020 came along and our industry was decimated by the coronavirus pandemic. In 2021, during our “road to recovery” “one mile at a time” we had to rebuild our team, virtually, from the ground up as we began taking many short-cuts and had adopted some bad habits. It was difficult to find qualified candidates to join our Driving Team due to the abnormal circumstances created by COVID-19, but we persevered and, as always, refuse to settle bringing on board 11 new members who are proving to be worthy in meeting the “JL standard” of service.

Since 2017, we provide two levels of service at JL. Perhaps, this is a major reason for the difference between being “good” and “great”. The reason is varying degrees of experience. At JL, we gain experience through frequency and repetition. So, then over time where we gain the necessary experience why aren’t we all “great”?

First of all, in human nature, it’s natural for us all to believe our performance is better than it actually is as we’re only human. Therefore, thinking we’re “great” although we’re not, leads us to believing there is nothing to improve upon.

Secondly, partially due to thinking we may be “great” when we’re actually just “good”, we don’t critically evaluate our performance in order to gain the necessary continued self-development and look to others who are “great” to help “mentor” us. Often times we choose not to utilize a “mentor” and instead practice what we believe we need to work on, but seemingly never improve as we continue to practice things that don’t show any positive improvement.

The qualities of a “great” driver include SAFETY, punctuality, knowledge, personalilty, discretion, and presentation. In conclusion, being a “great” driver is so much more than getting our customers SAFELY from point “A” to point “B”. It’s about making a choice as we each have the “power to choose” and let’s choose to be “great”. In addition to these described qualities, we must be vigilant in demonstrating the utmost respect, having immense pride, and exercising great passion, as well as, being more “selfless” and less “selfish” as we strive for perfection.