We’re obsessed with our customers’ ‘why’
There is a reason this is one of the most-watched TED videos of all time. And to be honest, the “why” always fascinated me.
So… why are some people and organizations more innovative, more influential, and more profitable? Why do some leaders command greater loyalty from customers and employees? Sinek’s theory: People won't truly buy into a product, service, movement, or idea until they understand the "why" behind it.
It makes sense. There’s a reason why Apple isn’t just another computer company – and, I would argue, why Airspace Technologies isn’t just another logistics company. It’s about purpose, cause, and belief. It’s why we get out of bed in the morning.
Let’s take it from the customers’ perspective, because that’s our focus here at Airspace. Why do they ship something and why do they choose a certain partner to handle their shipping? In my experience, they ship things because it is important to them and their customers or stakeholders that those packages get to their destination at a certain time. They have to be there at a certain time, with emphasis on the words “have to.” There is no “hopefully” or “should” or “maybe.” They ship with “must” in mind, and that’s why they choose a specific shipping partner. That partner makes a promise based on the customers’ “must” – not just that it will get there, but that it will get there at a certain time.
Airspace always starts with our customers’ “why,” as Sinek recommends. It is one of our mantras. It drives the technology we create, how we work, and even why we work. I would go so far as to argue that this is why Airspace is superior. We’re always considering why customers come to us. The answer is that there is no option for failure, and we are very, very good at not failing.
In other words, they trust us. It’s as simple as that. Yes, our technology is a critical differentiator, and our people – from the customer service reps to our Commanders – to our crazy smart operations team – are all amazing, and amazingly well trained. But when that package contains something life-changing like a kidney for transplant, people trust us not just to get it there on time, but to keep them updated, accurately, where it is and whether it is on or off schedule at any point in the journey. That’s big-time trust.
Our technology and our entire culture are set up to provide absolute transparency. There can be no “blowing smoke,” no fudging. This means we have a lot more skin in the game than our competitors. It also means our jobs are not easy. We cannot make excuses. But at the end of the day, as we follow our customers’ “why” to its logical conclusion, we rest our heads on our pillows knowing we’ve done a good job – better, I believe, than anybody else in our business.
That’s why we do what we do.