Nobody accuses Disney World of overdoing it.
The sights, sounds and smells are carefully planned to suck you in. Even the trash cans are decorated to match the surrounding theme. Buildings are pumped with distinguishing scents. Subtle music and sound effects cue environmental changes as you walk between different themes. Even the restrooms in Fantasyland are adorned with frying pans and Flynn Rider “Wanted” flyers. Disney World folks are master mood manipulators.
Communication experts: your organization’s environment should be the physical manifestation of your culture.
Disney World wants people to think about fun. You, and your organization, want people to think about Protecting America. Are you missing an opportunity to force them to think about their mission?
Your military organization will not be decked out like Disney World; but such is not aligned with your culture or message. You probably want to be seen as a cost-effective and responsible steward for our tax-payers. Consider the things your guests and members see every day: even the simple things like gates, doorways, signs, hallways, DFACs and common areas.
We’ve ripped down signs and replaced them with on-brand messaging and design. Some staff officers have argued that we’re overdoing it; that their self-made off-brand products are good enough for the gym or visitor’s center. They say not everything in our facilities need to reflect the PAO’s standards and messages.
I say go for it. Always be messaging. Take a lesson from Disney World: double down on cultural inculcation.
Eliminate safe spaces (and blank walls) where weak messaging might thrive. We recently designed, printed and hung a 50-foot full-wall mural in the DFAC about our command’s core values. Guess what people might think about next time they’re waiting for tacos?
Remember the bus stop shelters? That’s a small dose of cultural inculcation. So are our Communication 101 classes for new members. It’s why we designed and ordered folders, make professional videos about culture and operations, got a high-quality printer, and treat every visitor like a VIP. We are aligned with our organization’s common attributes. Great colleagues have bought in by briefing without scripts, and mailing useful, professional welcome packets to all new members before they arrive.
We haven’t pumped the JOC with the scent of excellence … yet. The opportunities are endless, and our only limited resource is time.
(Photo by Senior Airman Jordyn Fetter, DVIDS)
