After 20+ years in a specific market you get to see a lot of stuff. All of that stuff goes into your head and at certain times it coalesces and an idea pops out. Sometimes they are big ideas - sometimes small ones. That's what happened this weekend.
As I pondered some of the posts I've put up here and over on Fistful of Talent - I noticed that a lot of what has inhabited my thoughts recently has been centered around the different relationships that rewards, awards and programs create between audience and sponsor.
The Me-We Curve
What I thought about this weekend is that most companies would love to have all their employees (or their distribution channel and customers for that matter) focused on the best interests of the company. However, that is a difficult task. People typically focus on what they think is important. Especially, if we reward them in that manner.
But - if we connect with them at a different level - with different rewards - we can build a way to connect to the "we" mentality.
What came from this thought is the following chart.
As the chart shows... as you move up the curve - from a cash-based reward toward a reward that is a group experience - you can build a more "we" mentality.
Think about it... in a cash based program - you send a check to an individual, who, due to social norms, doesn't share it with anyone (except a spouse or significant other). It's a "me" award. It's all about what they did individually. You don't hold up a bonus check at a party and announce how much you got paid.
As you move up the curve you can begin to share the award. Take debit card deposits - I can pull out the card at the restaurant and say - "I'm buying - my company rewarded me yesterday for hitting a goal." A little more socially acceptable - but still tied to money - which bragging about is never in good taste. I've even heard a story about a sales person who - during a trip to the hospital over what turned out to be a false alarm heart attack - called his wife to tell her that he had a bunch of award cards she didn't know about - and that there was significant money on them. No much of a "we" award.
Once you get to points-based award systems - you're a couple of steps removed from money - so you can now show off the plasma, or the new lawn tractor or Coach handbag - and brag about how "I earned" it in a program. No money - no worries.
As I move into the experiences category - it's almost impossible to keep it to yourself. If it's a personal travel award - usually you're taking someone and share the experience with your friends when you return.
And at the very pinnacle of "we" awards is the group travel award. The conversations during the experience are going to center more around how the company is pretty good to let "us" have this experience - and "we" should make sure "we" show them how much "we" appreciate it. It would be very difficult to sit in a 4-star hotel, woofing down 6-inch shrimp and sipping top-shelf scotch in the company of other top performers and not have warm and fuzzies for the sponsor.
Now, I'm sure there are a few folks out there that no matter what the award - will look at it through "me"-colored glasses. But I'm betting they are in the minority.
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