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Go from informed to committed

From the HGO Merchandiser

 30 May 2021     Donald Cooper 

Are your staff in the dark, engaged or fully committed? In many businesses one of biggest employee complaints is about the lack of communication. “Nobody tells us what’s going on around here!” is a line I hear it all the time. We all talk about the importance of communication. Some of us even brag about how good we are at it. But, shouldn’t we go beyond communication to create true employee engagement and commitment?

Sadly, in many businesses communication is a one-way street. It’s the process of telling employees what management has decided to do and then asking, or telling, the team to ‘get with the program.’ On the other hand, engagement and commitment start with involving your team in creating clarity about five things:

One: The extraordinary value and customer experience you commit to deliver and how you’ll communicate them in everything you do, in a way that clearly differentiates you from your competitors.

Two: What you, as a business, commit to become (your Vision).

Three: How you’ll get to that extraordinary future (your Mission).

Four: The healthy bottom line you commit to generate. If there’s no bottom line, there’s no business. Sadly, many of your employees think making a profit is a bad thing. They need to be disabused of this foolish notion that they probably picked up in our socialist school system. Don’t get me started on that one! If there’s no profit, there’s no business and no jobs – including theirs.

Five: How you commit to behave along the way. Your values, ethics and standards.

Involve your team in these important conversations. They know stuff and hate it when you don’t ask. When you don’t ask for their ideas, they assume you don’t care – and if you don’t care, why should they? By asking and listening you’ll get more and better ideas, you’ll honour them, reduce turnover, improve commitment and find out who ‘gets it’ and, therefore, who might be promotable. 

Click here to find the rest of Donald’s message in the HGO Merchandiser.

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Cocoon by Sealy
This HGO article was written by:
Donald Cooper
Donald Cooper

Donald Cooper has been both a world-class manufacturer and an award-winning retailer. Now, as a business speaker and coach he helps business owners and managers throughout the world to rethink, refocus and re-energize their business to create compelling customer value, clarity of purpose and long-term profitability.

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Home Goods and its accompanying newsletter - HGO This Week - covers the furniture, bedding, appliances, consumer electronics, accessories, lamps and lighting and floor coverings product sectors of the big ticket home goods market in Canada. HGO is also a forum for the dissemination of market research and hard-hitting articles on best practices for Canadian retailers.

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