| We are a society of rules. Think about it. We have | | | | unworn clothes. "You don't make policy based on ten |
| rules for everything from how we tip to how we are | | | | percent," he was quoted as saying. "You make policies |
| legally able to spy in the NFL. It is not against the "rules" | | | | based on the 90%." |
| to spy, you just have to follow the rules for when and | | | | This story, which has circulated since the mid 70's, long |
| how to spy. Have you thought about how and why | | | | before the Internet added to its viral telling and re-telling, |
| rules are made? How and why do we amend rules? | | | | captured an essence of what it takes to build and |
| Look for the measurable, observable evidence that | | | | maintain a brand. You make policy based on the |
| either supports your rule or provides evidence to | | | | majority not the minority. |
| change the policy. When is a rule a rule and when is it | | | | Your customers, clients, patients, guests, and members |
| a policy? Webster defines a rule as a prescribed guide | | | | feel the same way. Imagine a world where companies |
| for conduct or action. Interestingly, policy is defined as | | | | created a culture around the many. Look at your rules |
| prudence or wisdom in the management of affairs. | | | | or policies for how people do business with you. Are |
| Imagine a world where wisdom was used in the | | | | they rules based on a prescribed conduct or do you |
| management of our professional and personal lives? A | | | | have policy based on wisdom? Are your rules/policy |
| client told me what he learned about wisdom at a | | | | driven by the 10% that try to ruin it for the rest of us? |
| YPO meeting in Cleveland Ohio. The true story made | | | | Or have you positioned yourself like Nordstrom and |
| me re-think rules and it may prompt you to rethink your | | | | created policies around the 90%? |
| policies also. | | | | I used to show horses. Only when the competition |
| Bruce Nordstrom, grandson of Nordstrom's founder, | | | | was over could participants approach the judges and |
| addressed the members of the Young Presidents | | | | ask for the judge's input. Their observations could only |
| Organization a few years ago. After he spoke, one of | | | | be used for the next horse show. |
| the young lions asked a question. Probably a question | | | | I was always the first in line to ask a question. I wanted |
| on most of our minds as we shop at any Nordstrom | | | | to know why I did or didn't win and what the judges |
| anywhere. Someone asked him if people took | | | | saw from the center of the horse show ring. |
| advantage of Nordstrom's famous return policy. | | | | Sometimes they would remember, or after refreshing |
| You've all heard the story about the customer who | | | | their notes they might have a specific comment. If one |
| returned tires to a Nordstrom's location and they didn't | | | | judge told me something, I would listen but I would |
| even sell tires. As urban legend tells the story, the | | | | probably not make a change. I was listening for |
| associate gave the customer a refund. Accounts vary | | | | patterns that I couldn't ignore. If I heard the same |
| that the refund was from $25 to $145. | | | | comment from different judges or multiple times then I |
| "Yes", he replied, "there are some people that take | | | | knew that was an area I needed to address. |
| advantage." | | | | Listen, look, and learn from your patterns. Do you have |
| He went on to say that only about ten percent of their | | | | a pattern of making policy or rules? Does your pattern |
| customers took advantage of the Nordstrom liberal | | | | reflect the minority or the majority? Are you using your |
| return policy. Customers returning items are not | | | | 90% to capture an essence of what it takes to build |
| challenged to produce receipts, sales tags, or even | | | | and maintain a brand? |