JUNE 2019 • FOGHORN 23 BUSINESSMATTERS EXCEED GLOBAL EMISSIONS STANDARDS Build your next ferry to exceed the upcoming global environmental emssions standards. Operate a lightweight vessel equipped with hybrid or electric engines. Reduce your operating and maintenance costs while minimizing your environmental impact. BUILD A CARBON FIBER FERRY. Learn more about America’s only carbon T- and K-Class ferry builder: www.ARCADIA-ALLIANCE.com was implementing his own strategy. Play offense, not defense; be proactive, not reactive. Execute your playbook and don’t respond to another’s. American business seems to have endured a generation of “financial en- gineering.” That’s when your earnings growth is the holy altar of business and crowds out discussions of customers, crew, safety and other stakeholders. Or, we have seen businesses focus on a “momentum” game of growth. Focusing solely on rapid growth can be a recipe for disaster. Maybe that’s why I’m not a corporate titan, but it has worked for me. So, when you see people distracted by competitors or earnings or rapid growth, remember your strengths and become “more like you.” Here a few points to consider as you perform more like yourself: • Corporations really don’t have souls, but smaller businesses frequently can. Demonstrating daily caring makes a huge difference. Define your culture, teach it, reward alignment and confront errors. Get that service system working. • What was the corporate culture that built your business? Focusing on the customer, hustling to overcome chal- lenges, and having fun while doing it? Has that momentum slowed down, maybe become a little “corporate” or more focused on rules than positive outcomes? Is everyone on the same page with your culture? • We are in the boat business, so make yours immaculate. A glisten- ing hull will ignite the dreams of your customers, build pride in your crew and raise standards through out your company. Additionally, carry that same ethos to maintenance of all your equipment and work spaces. The most sacred obligation we have is • safety: is it truly in the forefront of your mind? Be proactive with safety and don’t be reactive when it is too late. • People matter, so treat your crew like gold as they’ll in turn take care of your customers. My hospitality service systems always have a critical “internal guest” plank. We must treat teammates as well as our customers in order to maximize our effectiveness. • Bigger organizations have a hard time turning, so execute faster and turn inside them. • Secure your future by building your farm team. Don’t hire people that you can’t see rising at least another level in the company. Be ready to reorga- nize around peoples’ strengths vs. new outside hires. n About the Author Bob Shaw is a veteran industry executive, having led over 100 vessels responsible for over 10 million passengers a year. He can be reached at shawrw@ gmail.com.