Let Them See You

My 11-year-old daughter Emily goes to school in Boston at a place called The Learning Project. It’s a wonderful school, with nice kids, involved parents and up-to-date facilities. But that’s not what I love most about it.

For me, the school’s best feature is its headmaster, Michael McCord. He’s terrific in many ways, but what I appreciate most about him is the way he greets the children and their parents each morning.

Rain or shine, in blazing heat or frigid cold, Mr. McCord stands out on the sidewalk every single morning to welcome us as we arrive. No matter what, he’s always there, smiling, waving, saying hello and making everyone feel at home.

The result is simple. Not only does it make me like him personally, but I also appreciate the sense of community he’s creating with parents, students and his own employees. When the leader is so visible, the message that people matter is clear.

Unfortunately, many businesspeople are too busy “doing business” to apply this same approach  We get so caught up in our day-to-day work that we either delegate visibility-which sends a message that it’s not that important-or we don’t make it happen at all.

That’s a shame, because visibility solves two (big) problems for you…

First, it shows your customers and employees that you, the owner/president, are involved.

Second, it gives you visibility into the workings of your own company. It helps you see what’s going well and what needs improving, enabling you to cut off potential problems early.

But none of this happens by itself. Two things are required:  

1. 1. Determine where and when to be visible. For Michael McCord, it’s during morning drop-off, when the majority of students and their parents arrive. He gets maximum visibility in the shortest amount of time by choosing the right situation.
      
      Your best time and place may be different. 

      Maybe it’s early morning at the warehouse as the delivery truck drivers arrive. Or maybe it’s Saturday afternoon in your retail toy store when parents and kids come in together.The point is to think about how to get your greatest bang for your visibility buck.

   2. Make a visibility commitment.You don’t need to show up every single day like Mr. McCord, but you do need to set a regular schedule and keep to it. Like exercise, visibility will never be today’s priority. If you don’t write it into your calendar as a real appointment, you’ll have trouble keeping it going.

Remember, as the leader of your business, your visible and regular presence goes a long way in building trust and heading off problems early. Pick a time and be there.