NEITHER RAIN NOR SNOW NOR …

Sad news. 

The United States Postal Service, still way far from profitability, plans to close more than 3,600 branches soon, with thousands of other facilities and stations under review.  Older consumers in rural communities are up in arms about the loss of this essential public service.  Death notices have been posted – and rallies, initiated to save the local gathering places.

What happened?  Together with the recession, the digitization of America did in Ben Franklin’s institution.    As did the high cost of employee benefits and, most probably, bureaucratic inefficiencies.

Yet name us one person who doesn’t like to receive snail mail at home and at the office. Who doesn’t eagerly grab the latest copies of Esquire and People, of Oprah and, yes, The Economist.   And who doesn’t thrill to get the occasional hand-written letter, the overseas postcard, and, of course, birthday and holiday greetings.

In our view, online “everything” isn’t the panacea.    Some of the most effective internal and external communications are delivered by the office mail supervisor and the friendly post-person.  That effectiveness can be measured through the item’s long shelf life, helping drive retention of messages. It can also be seen in colorful pictures that seduce us into dreams and planning, and say “touch me.”  Even packages with deliberate calls to action – even if it’s only “order me” – usually delight the recipient. 

And then there’s the deliverer.  In study after study, consumers say that it’s their postal service person who goes above and beyond the call of duty.  They welcome the human touch, the open welcome provided by the mail carrier, and the opportunity to talk.

Our USPS representative at home is moving on to another, easier route.  He thanked us for our magazine subscriptions, for regularly using the post office, and for checking in with him every day.   That combination of humanity and “touch-able” mail needs to be savored, and saved, inside and out. 

POPULAR PHRASES WE’D LIKE TO CHANGE #1

Everybody’s got ‘em:  those words or series of words that are puzzling at best, annoying at worst.

Our first nomination?  “Best practices.” We can count on our fingers, toes, and the hairs on our heads how many times companies request best practices.  It doesn’t matter that the particular requestor hails from one of the leaders in its field.  Nor that its executives have been publicly touted for running a great business. Or that its employees consider it the best place to work in the world.  The “ask” for best practices still happens.

Maybe it’s attributable to just plain human curiosity. After all, how common is this statement of interest? “I’d like to find out what makes XYZ great in, say, its efficient, cost-effective supply chain operations.”   

It’s when that query goes one step further – “and maybe we can apply those lessons learned” – that our caveats begin. 

After all, those lessons are, in a word, templates. Easy ways to capitalize on the knowledge and hard work of others with just a bit of spit and polish. Plus lessons learned are ways to “stand upon the shoulders of giants” (thanks, Mr. Newton), comparing your company to the Fortunate 50 or 100 or 500 or 1000. “Hey, I’m using this process that Starbucks or Amazon or GE (or fill in the blank) has perfected.”

No question, best practices can be applied … if corporate culture, goals, customers, and how your company gets stuff done are all factored in.  Then you’ve bettered those practices, to be more congruent with your needs.  [And expect the ultimate compliment, with others asking you to share!]

One final thought:  While some are applying best practices, others are changing the game, often dramatically, to fit their needs. Where does that leave this popular phrase?