Some clients make you love working for them. They make you want to excel. They bring out the best you have to offer. DSW is one such client, and I just have to share the experience we had yesterday.
In December, we won a trial for DSW. It was the company’s first trial–they want to sell shoes and make people happy, not fight with landlords, after all. But some fights can’t be avoided, and ours was one of them. Yesterday was our time to celebrate. The first thing they did was give us a tour of their space. It is a fantastic space in a rennovated WWII aircraft production facility. It has a SOHO feel to it, lots of open space, lots of places to get together and talk. I had been to the facility several times, but one of my colleagues had not, and I just kept smiling as I heard him say “wow” over and over. Having said my share of “wows” out loud the first time I was there, I was now “cool” and just kept saying “wow” in my head.
One of the first “wows” comes when you see that every office is the same size–small–and totally functional, not glitz. This includes the CEO’s office, which looks just like everybody else’s. Egos get checked at the door–when you walk in, its about the shared objecitve of selling shoes and making customers love DSW. If that’s not your mindset, you soon see the door going in the other direction.
But here’s what really got me. Right up front, you see a bold, clear, unequivocal statement of the company’s values: What you can’t see from the picture is that everybody has signed the wall, making, if you will, a collective contract with each other. The leadership of the Company has just rolled out another value–passion. And the passion is evident–you feel it was people do their jobs. These values just permeate the facility. It is apparent that every element of design, of organization, of operation, all are in harmony with these values (and the new one). And if there is any doubt about whether this approach works in a tough economy, check out DSW’s performance. It’s now a $2 billion dollar company.
Please see full article below for more information.
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