All kinds of Wonderful

Normally I don't sit on the window seat. Last week on a Virgin Flight I did. I had a perfect view of the luggage throw. You lock feet in place and by just pivoting from your hips you are able to hoist the luggage from the aircraft belt to the trolley... must have been say...3 metres.  Virgin's mantra - "Bring on Wonderful". I doubt the guy who owned the rather expensive set of PING Golf Clubs that I watched being thrown onto the trolley would think it's wonderful. A former Virgin employee said to me when I spoke about this during my keynote on brand "Standards/mantra/values/ mission have to flow right through the organisation, top to bottom".
Too often it is a nice poster, a good campaign, a sign on the wall, a page in a culture doc, but that is where it stops. It takes work, intention, and a plan to engage the whole team ...and today many/most employees and customers can see through advertising kumbaya.
The luggage throw is a likely inclusion at the LA Games in 2028.... wonderful!