In our last post we discussed the importance of understanding and describing your process. Today we want to emphasize the importance and power of naming that process.

What’s in a name? Let’s say I named this blog The Seven Habits to Creating a Process or Chicken Soup for the Process. You would immediately connect it with Stephen Covey or Jack Canfield. You would say they own those approaches. The name encompasses their philosophy and mission, what they are uniquely about.

As you read through (or listen to) this blog, think about your own company’s unique approaches and philosophy. It may make naming your processes easier to accomplish and the names more powerful.

Keep in mind; it’s not about the name. It’s about what you create through your process – your customers’ experiences, your employees’ experiences. If you can clearly describe what you do in the process, if you can name it, they will experience it and you will own it.

Keep it clear and simple. We recommend between 3 and 5 steps.

Here’s an example to illustrate the power of naming a process as bland as delivering medical insurance:

You are renewing your medical insurance policy and it is your fifth and final interview with an insurance broker. The broker starts by asking questions about your business – your philosophy, your culture. He wants to get to know you and where you are going.

The conversation is great; you really like this broker, but you stop him and ask “what about the insurance?” He explains that they have a 4-step process –

The Make You Happy Medical Process:

• First, The Happy Healthy Checkup — Assess your current plan and how it impacts you and your team. [Ok, that makes sense.]
• Second, The Health Plan Evolution — Recommend steps that align your health care plan with the needs of you and your staff.
• Then, The Healthy Game Plan — Implement the policy and annually re-assess the policy to make sure it still fits your needs. [Continue to take our needs into consideration; that sounds healthy]
• Finally, The Continual Happy Health Experience — Constant high level of service – to keep all the nasty details off you and your staff’s shoulders. [My team would love this.]

This company owns its process. It makes you feel confident and want to be a part of what they offer.

What about your business process? Is it clear and simple? Can you express it in three to five steps?

Take some time and write it out. This may be a new experience, so, if you want more about the approach, send me an e-mail. We’ll be glad to provide some additional information.

And remember Deming’s words “if you can’t describe what you’re doing as a process, you don’t know what you’re doing”.

Until next time, enjoy!

Send me your response, query or comment to gklaben@coylefinancial.com.