transaction

Gaming the System

Checked in for a two-leg flight. Baggage fees for two bags total $100. Upgrading to First Class was $80 (total for both legs), which included two free checked bags. I suspect the pricing is generated by an algorithm (AI). There is limited demand for First Class, so the upgrade price remained low. Baggage fees are fixed and increase based on the number of checked bags.

What inconsistent messages does your enterprise communicate? Is it transactional (airline baggage fees), or is it subtle? Does your organization’s value proposition humor your members or create confusion in your community? Sometimes, our quirks are what give us depth and dimension. Other times, it keeps individuals from investing fully in our cause.

Taglines

Taglines are a fantastic way of articulating the essence of our cause, except when they are not. I notice taglines more often when experiencing a disruption or disappointment than when things are in a state of delight. United Airlines champions, ‘flying the friendly skies.’ But that does not feel on point when we are requested to deboard a suddenly canceled flight, and there is no customer service agent to assist with rebooking options. Disneyland promotes being the ‘happiest place on earth,’ but a disconnect is palpable when a favorite rides break down, a cast member snaps at us, and waiting for the most popular attractions edges towards triple-digits.

We want to present our best selves, and taglines are aspirational. They set an expectation and a standard. What gives them depth and meaning is how we cover the range of emotions our clients will encounter, from extraordinary moments of joy to unintentional disruption. If we show up and embody the spirit of the values embedded in the tagline, our fans are likely to deepen their relationship with us. If we say, ‘Get over it,’ then we have broken the relationship, and it becomes transactional.

*** Sometimes, we must intentionally break our tagline in order to maintain the circle of safety. That is how we further trust and those who show up know we care.