Page 13 - The Compass - Volume 14 Issue 3

MARKETING
by Ray Seggern & Monica Ballard
4 LESSONS LEARNED FROM THE ALAMO, EVEN THOUGH IT WASN’T OPEN.

XPO in San Antonio was very productive, enjoyable
Eand instructive. In fact, I even stopped by the historic
Alamo, and learned some things. Pretty amazing, since
when I went there it wasn’t even open.
This issue, I want to share four important lessons
I learned from my visit to San Antonio’s famed Alamo
mission.

Lesson No. 1
The winners write the history. When you examine the
characters in The Alamo’s story, you discover outcasts,
ne’re-do-wells, and runts of the litter. Texas has always been
about accepting upstarts itching for a fight. Many don’t
realize that the defenders of The Alamo were massacred
because they took ownership of a mission-fort legally
belonging to Mexico. When Sam Houston eventually
routed the Mexican army a month later, the Alamo martyrs
became heroes. Why? Because victors get to write the
history.
What narrative do you want to change about your business?
Can you make it a strong enough story for your employees to rally You work knee-deep IN your business during regular office
around? Will it generate passion and enthusiasm within your hours. But to work ON your business – to take those measurements
“army?” As someone said as they led the charge, “Remember the of where the weak spots are – you need a few hours of stepping
Alamo!” Pretty sure that someone Sam Houston. Actually, it back with fresh perspective. That requires quiet and focused
wasn’t. Technically, it doesn’t matter. The battle-cry worked. attention.

Lesson No. 2 Lesson No. 4
There’s enough on display 24/7 to be interesting and We “remember the Alamo” because of it’s a story about
inspiring. EXPO kept me busy, so, The Alamo after closing beating the odds … eventually. I overheard a few history
time was a nice escape. I strolled outside the limestone buffs that night who were mixed up about The Alamo
walls, taking photos, and observing the watchfulness of the thanks mostly to Hollywood rewrites. Fuzzy facts aside,
officers with big hats and ready guns protecting her. Even what we remember about that place has to do with larger-
if you know nothing about what this monument is, you can than-life characters: Col. Travis drawing the line in the
tell people care about it. And it made me want to visit again. sand. Bowie and his famous long knife. Crockett swinging
Your business is always being judged even when you and the his rifle “Old Betsy”, fending off the enemy. This is the
rest of your staff are sleeping. Your website is your representative story of the eventual triumph of underdogs. People LOVE
24/7. Is it inviting? Is it unique? Does it reflect the “vibe” of your that story. Why aren’t you telling it?
company? Are the techs driving your trucks courteous in traffic? Tell larger-than-life stories that involve battle scars for you
Are your after-hours call representatives smiling and ready to and transformation for whoever is listening. Once they hear that
put panicked customers at ease? Is there a sense of “Welcome” no story, it resonates with them. You’ve given them a reason to ally
matter the time or day of the week? with you. Tell your customers what you stand for. Where’s that
line in the sand you won’t cross? What’s on that hill? What are
Lesson No. 3 you protecting? What have you sacrificed? Where have you been?
What’s the glory ahead?
Better health takes focused maintenance. During my
visit, I was hoping to get some good photos of The Alamo
at night with a lot of shadows from those rambling oaks. I want to hear your stories. Let’s share one or two next
What I found, though, was a cherry-picker parked beside EXPO or sooner. Until then…
the mission, and a technician taking sonic measurements
with high-tech devices. They were looking for weak spots in Onward & Upward
this structure that amazingly still stands, despite ongoing
battles – not with armies, but weather, traffic vibration, Ray Seggern and Monica Ballard are partners in Roy Williams’
and the continuous flow of tourists. These caretakers Wizard Of Ads Group and Ray is founder of The Brand Guys,
were making these measurements late at night to work a hand-picked crew of branding and advertising experts who are
uninterrupted and out of the way of crowds. available for SGI members to hire by calling (512) 808-5775.

THE COMPASS | Issue 3 | 2019 13