The best way to do this is to take them through a story that will catch and keep their attention and make them think of it again and again. It's why we care about the companies that we do. They tell a story that we can hitch our emotions to and we allow ourselves to keep coming back to it.
McDonald's does this within their commercials. They put people in situations where the food alleviates their pain. We think of McDonald's as if it's Advil, helping us out by getting us through a rushed morning.
The problem that most leaders have when trying to get employees to understand the importance of what they are trying to achieve is their lack of angles. They keep telling their employees that the customers' opinions are important because they keep the company in business and therefore put food on our table.
You need to do better
To get an employee to care he must be able to see himself in his customers. For instance, anyone who was ever a waiter tips well because he understands what type of hardships are involved. My wife always puts the grocery cart back in that cart carrier because she knows it's easier for the employee to gather them when they are centrally located instead of scattered throughout the parking lot. She does this because she used to gather carts in 100 degree heat when she was in high school. She likes to reduce the pain of the employee because she puts herself in that employee's shoes.
A leader of an organization must convince her employees to care about the feelings behind the story. That means letting co-workers tell their own stories, allowing customers to tell their stories, and you telling the story from so many angles until you get 75% of the employees become vested in the concept.
The other 25% will never give themselves over. No leader can win them all.
It takes a strong leader to realize this. Just let them go and bring in new people that can be won over.
In a very distant way here are some Related Articles:
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- 10 Secrets to Motivating Teenagers
- 8 Great Leadership Tips from the Dallas Cowboys Assistant Head Coach
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