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Lessons From a Challenger Brand
In this country many people believe they can do it better, create a better widget, build a more successful, empathetic organization. That is certainly true in golf as every year, many small companies pop up, willing to do battle with the top brands in golf balls, golf shoes, apparel, technology, etc. It is absolutely an uphill battle, one that rarely begins with a great deal of deep capital investment. These entrepreneurs therefore, must develop amazing amounts of willpower, energy, and a grand push past “no”, in order to put points on the board. Every year, several new brands come calling. Some survive, even thrive—many do not. Either way, these challenger brands provide lessons for operators striving to build culture, spirit and momentum within their team, within their property. It is worthwhile, I believe, to step back and do a bit of a deep dive on the brands, striving to add products; different and far removed from the suppliers’ traditional fare.
An interesting point about many of the challenger brands is this: they generally create solid products, based on impressive technology. In other words, they can be worthy of your time. This post however, is not so much about the challenger brands, as the lessons they leave behind. Lessons to be learned from the passion and effort of very impressive people. During a nine year stretch, I worked with and for several challenger brands. No doubt I worked hard, we all did. That is the fate we accept as we enter into a compact with brand-building maniacs, bent on overturning the gorillas, 800 pounds or less. This post is about the takeaways from observing these brands and the hard-working people that invest so much in trying to gain one small win wherever possible. Here in this: In My Opinion posts are lessons to think about from the many new brands that come calling every Spring:
Challenger brand people have a great attitude.
It is essential to have a great attitude as you work to grow something from nothing. The leaders and staff of challenger brands realize quickly that no is the word of the day, and pushing past it, with a committed attitude, is vital for success. Teach your team that no matter what, great hospitality starts with an amazing attitude each day.
Challenger brand people do everything.
Every new organization starts out small. In my last “real job”, I was the 6th hire. Because the work must get done and because the challenger brand is competing against long standing successful competitors, a small number of people must accept many roles. Roles in some cases they really do not want to do. In the world of the challenger brand, a few people do the work of many. That includes the scut work, the work many had left behind years before. When you sign onto working for a challenger brand, the ego goes away. You, as the property leader can be a great example by doing work few want to do, showing great, personal leadership. Great execution stems from everyone jumping in for the cause. All rowing in the same direction. Great hospitality and service shows up in the little things done well.
Challenger brand people win and celebrate together.
Creating customers and adding accounts quickly is job #1 of the challenger brand. The brand must sell. They must open accounts, build volume and grow cash flow. It is life or death, sometimes for years, before the new brand can begin to exhale. Along the way however, there are milestones. They begin with the tiny wins. At the earliest stages there can be daily then weekly milestones. From a few small successes the sales grow and good things build. Success does grow success. It grows confidence in each and every team member. It grows confidence in the very idea that the organization has a place on the menu. Celebrations are critical at several phases in the growth of a brand. It is critical for leaders to show their team, they appreciate everything: the hours, the effort, the sacrifice and the very work being done. It is important to celebrate. It is important to recognize and reward for more than just the largest wins. In this new world of work, I do not believe you can celebrate too much. Thank you.
