Gaining a Competitive Advantage Through Purpose, Commitment & Engagement

At JDS Consulting Group the best way to predict your future is to create it – together.

Gaining a Competitive Advantage through Purpose, Commitment & Engagement

In the best-selling book, Good to Great (G2G), Jim Collins identifies the driving force that encompasses his transformation system as the “Flywheel,” which results from positive organizational momentum.  For organizations that fail to follow the transformation system, the driving force then becomes the “Doom Loop,” which results from negative organizational momentum.


In either case momentum is generated by an organization’s actions and decision making process.


In last week’s post I detailed our company’s Purpose Driven Integrated System (PDIS), along with the importance of following the system.  PDIS is a transformation system as well, but the entire gestalt of the PDIS process is driven by purpose, rather than mission or strategy, which is often the misguided direction of the G2G comparison companies, who end up in the Doom Loop.


Further analysis points out that positive momentum will “serve to energize and earn the investment and loyalty of the staff.”  In turn, this “revitalizes the team and serves to build further momentum”.  What we are really talking about here is how team member commitment and engagement offers a competitive advantage by nurturing the incremental touchpoints of customer attraction, satisfaction and advocacy.  Ultimately the goal is to meet or hopefully exceed customer expectation. This is accomplished by delivering an exceptional “customer experience”.

Customer experience is the relationship of how a company’s product or service is delivered and ultimately received by a customer, as it compares to their expectation. So in summation, the way to achieve a great customer experience is through committed and engaged team members who are rooted in a purpose driven “hospitality culture”.

Mary E. Dawson and JeAnna Abbott, “Hospitality Culture

and Climate: Keys to Retaining Hospitality Employees and

Creating Competitive Advantage” (August 1, 2009).


Numerous studies (detailed in Dawson and Abbot’s article) within the hospitality industry (primarily food & beverage, lodging and travel & tourism), have identified that an [employee-centric] hospitality climate and culture fosters team member commitment and engagement. In this case, hospitality refers to the manner in which company’s products or services are being delivered rather than the product or service (or industry) itself.

Climate is defined as the team member’s belief about the working conditions of an organization (Duebe, Enz, Renaghan, Siguaw, 2000).  Team members prefer an organization that offers pleasant and rewarding experiences (King 1999), along with opportunities to grow, employs competent and knowledgeable co-workers, and allow team members to be involved in decision-making.

Culture is most often created by the organizations founder and is recognized and influenced by the organizations leadership and team members. Truett Cathy, late founder of Chick-fil-A, believes that the most important part of a business is its people.  He went on to say “Two things set our people apart: We’re happy to be here and we have the spirit of a servant.”

Facilitating the integration of a hospitality climate and culture that fosters team member commitment and engagement is best achieved through a Strategic Human Resources Management (SHRM) process.  SHRM is geared toward developing strategic approaches to integrate an organization’s plans to build business, whereas traditional HR management is more administrative in nature.  While there are several approaches that a SHRM process can take, each is more integrated and pro-active in supporting business growth and sustainability.


So, if all of these positive results are achieved through a high level of team member commitment and engagement doesn’t it make sense to implement strategies that cultivate team member commitment and engagement in your company?

At JDS Consulting Group the best way to predict your future is to create it – together.