DECEMBER 2017 • FOGHORN 23 Navigating your risks, day and night. As the owner of a passenger vessel you face tough decisions every day, from hiring qualified crew to making sure your vessel is in prime condition. At Aon, we spend day and night thinking about your maritime risks so buying insurance doesn’t have to be another tough decision. We work with you to develop creative approaches and customized solutions that deliver more efficiencies, improved profitability and greater value. For more information, please call 1.800.730.7053 or visit passengervessel.com/member-resources.html#insurance Risk. Reinsurance. Human Resources. Navigating your Aon Risk Solutions Marine BUSINESSMATTERS engineers who only had nothing more technologically sophisticated than slide rules. Details matter. In business we face daily challenges and contradictions. Crew are frequently frustrated by trade-offs, as we have to ask ourselves whether we want quality or cost savings or short-term versus the long-term results, among other such dilemmas. The answer will always be yes; we want it all. Building the brand is about having a long-term vision that is quantifiable and easy to understand, all the while focusing on those details that captivate Howard Schultz. Digging into the details – when was the last time you critically eyed your operation? When I visit many of our vessel operations around the country, I sometimes see boats stuck in time, while the competition on land is getting more and more sophisticated. Ask yourself: • What does your operation really boil down to? Where are you superior, unique, memorable or cutting edge? • Are your boats sparkling in appear- ance? Maybe it is just me, but every time I see a smudged window or streak of rust, I suspect my steak won’t be cooked right. How good is your website, signage, call center, ticket booth, parking lot, restrooms and other facilities? What promises do you make, and do you exceed them? Or are you unintentionally just treading water without recog- nizing it? • Does your crew epitomize profes- sionalism, superior service and friendliness? Do you get compli- ments, all the time, on how good they are? I sure hope so, because a great team can cover up the inevi- table operational sin. • Then ask your crew about the essence of what you do well and don’t do well. They know. • Finally, ask your customers to summarize where you excel. Your research, done in a clear-eyed fashion, will define your brand today. Now you have a good starting point to refine your vision, or start cleaning up the corners of your world. Most importantly, by focusing on these details while following your vision, you’ll make your crew proud to be on the team. They will deliver even better service in addition to getting more crew referrals of future super- stars. This virtuous cycle will build an unbe- lievable brand over time, amplify crew’s pride, and create a business that made a difference. 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.