Straight Up

Part 3: The Power of Positive Intent

In the first two articles in this series, I wrote about how “Insatiable Curiosity” and “Delightfully Surprising” help create an innovation-driven business culture.? These Brand Values are essential to creating the right environment for marketers, digital creators, programmers and progressive leaders to succeed.? But, anyone working at the forefront of disruption and innovation will tell you that certain challenges come with the expectations and pressures of this type of work.? This can easily transform into an unhealthy level of stress if the team is forced to operate in a closed environment with low levels of trust and blocked communication.? Few companies will admit to setting out to create a closed environment, but once it takes hold, it’s quite difficult to open it back up.

This series is not meant to serve as a commercial or promotional text for Virgin, but as an inspirational guide to help you think about how a very successful group of companies are able to drive constructive disruption and deliver superior customer experiences driven by a spirit of innovation and the desire to be a force for good in the world and to make sure our purpose: Changing Business for Good, (the reason Virgin exists) is at the heart of the organization’s constitution.? It’s this unique approach to business that had the most profound impact on me during my five years working with Virgin Mobile. Learning to master these six Brand Values across the business was the primary driver behind our success and eventually being recognized as the “Digital MVNO of the Year in 2022.”

“Straight Up” is one of the six Brand Values that Virgin companies aim to nurture.? It not only speaks to how we deal with each other in the organization, but also how we communicate to our customers.? According to the Virgin Money UK website, they describe “Straight Up” as:

• We are straightforward, build trust and act with positive intent
• We work together to make money simpler and easier

Can We be Straight with Each Other?

Within Virgin companies, the core value of being straightforward, building trust, and acting with positive intent embodies a commitment to transparency, integrity, and authenticity that underpins every interaction and decision.? Straightforwardness is more than just honesty, it's about clarity and directness in communication.? It means fostering an environment where open and honest dialogue is encouraged, and where individuals feel comfortable expressing their thoughts, ideas, and concerns without fear of judgment or reprisal.? This promotes a culture of transparency and accountability, where everyone is on the same page and working towards common goals.

In a recent interview, Amazon CEO, Jeff Bezos, spoke about how we are social animals that are designed to get along and that it’s quite hard to be “Straight Up.”? In referring to prehistoric man, he summed it up as, “If you go along to get along, you can survive.”? He went on to describe how important it is for high performing organizations to support “Truth Telling” – even though it may not be how we are designed to behave as social animals.

“Straight Up” trust serves as the bedrock for fostering innovation in several key ways that you can apply to your organization:

1. Open Communication: When you're straight up with people, you not only earn their trust, but you also create a culture where everyone feels empowered to speak their minds and contribute their ideas.? When employees feel that they can speak their minds without fear of repercussions, they're more likely to share their ideas, concerns, and feedback openly. ?This free flow of communication facilitates the exchange of diverse perspectives, sparking creativity and innovation.
2. Psychological Safety: Working towards “Straight Up” business culture fosters psychological safety, where employees feel comfortable stepping outside their comfort zones and exploring new ideas without the fear of failure or judgment. ?This is crucial for fostering innovation, as it encourages experimentation and creativity.
3. Collaboration: “Straight Up” promotes collaboration by breaking down barriers and silos within organizations. ?When everyone is on the same page and working towards common goals, it's easier to collaborate across teams and departments. ?This collaboration enables cross-pollination of ideas and expertise, leading to more innovative solutions to complex problems.
4. Feedback Loops: Honest and open communication creates a culture where feedback is valued and acted upon constructively. Employees feel empowered to provide feedback to their peers and leaders, knowing that their input is taken seriously and used to drive positive change. This feedback loop allows organizations to iterate and improve upon their ideas, products, and processes continuously, driving innovation forward.
5. Agile: In a Digital Business with a focus on Agile, a culture of honesty and transparency encourages team members to confront challenges head-on and make necessary adjustments quickly. ?Agile organizations can more effectively identify emerging trends and adapt their strategies before their competitors.

Being “Direct” is often a tricky thing for people who are introverted, shy or adverse to any type of confrontation.? It’s also difficult in regions where the culture sometimes holds people back out of fear of the leadership.? The Virgin approach has a particularly important add-on to “Straight Up” which will make it much easier for these people and will enable this type of openness to yield productive results:? “Positive Intent.”?

If being “Straight Up” begins with “Positive Intent,” then we can trust each other to work together and find a solution that works for both of us.? And yes, this goes back to the concept of hiring “Good Human Beings” when recruiting and building your team.? “Positive Intent” means that even though your feedback as a boss, employee, colleague or business partner, will be received in a non-threatening way because we assume that you will deliver it in a non-threatening way, devoid of personal or political agendas.

“Positive Intent” alleviates fear and defensiveness, especially in sensitive or challenging situations.? When individuals feel assured that feedback is delivered with their best interests in mind, they are more likely to receive it openly and constructively.? This reduces the likelihood of misunderstandings or conflicts arising from misinterpretations of intentions.? By fostering an environment where positive intentions are assumed, even during difficult conversations, teams can navigate conflicts more effectively and work towards mutually beneficial solutions.

"Positive Intent" encourages empathy and understanding among team members.? By assuming that feedback is delivered with the intention of helping, rather than criticizing or belittling, individuals are more inclined to listen with an open mind and consider different perspectives.

Being Straight with Customers

Let’s call this “Straight Up 2.0.” In a world cluttered with fine print and often hidden agendas, marketers at Virgin companies are required to communicate in clear, simple, transparent and preferably minimal, terms and conditions.? The ethos of being “Straight Up” isn't just a catchy slogan, it's a guiding principle that shapes every interaction with customers.?

Virgin understands that trust is the cornerstone of any successful relationship, and that trust is earned through open and transparent communication.? By eschewing red tape and minimizing small print, Virgin companies demonstrate respect for their customers’ time and intelligence. ?This approach empowers customers to make informed decisions without confusion or ambiguity. ?It not only enhances the customer experience, but also fosters long-term loyalty and trust.

In a marketplace where trust is often in short supply, Virgin's commitment to being “Straight Up” sets them apart as a beacon of integrity and reliability. ?By prioritizing this approach in the Brand Values, Virgin reaffirms its dedication to putting customers first and building lasting relationships based on trust and mutual respect.

Here are four ways your Marketing, Product, Pricing and Advertising teams can work together to ensure that you are “Straight Up” with your customers:

1. Use Plain Language: Avoid jargon and complex terminology that may confuse or mislead customers.? Use clear, straightforward language that everyone can understand. ?When explaining product features or terms and conditions, opt for simplicity over complexity.
2. Provide Clear Pricing: Be upfront about pricing and any additional fees or charges. Avoid hidden costs or surprises at checkout.? Clearly state the total cost of products or services, including taxes and shipping fees, if applicable.? Consider providing pricing breakdowns or estimates to give customers a clear understanding of what they're paying for.
3. Disclose Limitations and Conditions: Ideally, your terms and conditions should be as few as possible.? Clearly communicate any limitations or conditions associated with products or services. Whether it's a warranty, return policy, or usage restrictions, ensure that customers are aware of the terms upfront.? If you say, “Unlimited,” make sure that you’re able to deliver.? If you say, “Free” there shouldn’t be strings attached.? Avoid burying essential information in the fine print and make sure it's easily accessible to customers.?
4. Encourage Feedback and Transparency: Create channels for customers to provide feedback, ask questions, and voice concerns.? Actively encourage open communication and demonstrate a willingness to listen and respond to customer feedback.? Transparency goes beyond just providing information, it's also about being open and responsive to customer needs and concerns.

As mentioned previously, I recently released an article that discussed the importance of working with “Good Human Beings” and the goal of treating people (including your customers, employees and partners) like you would like to be treated.? Being “Straight Up” with colleagues and customers comes naturally to leaders who are “Good Human Beings.”? They want customers to be equipped with the necessary information to make intelligent purchasing decisions that fit their needs.? They don’t want to manipulate or mislead their customers.? They want to inspire them through “Delightfully Surprising” experiences that are “Red Hot” (the focus of our fourth article in this series).

Adopting a “Straight Up” approach is not a cure for all of your company’s ills.? In fact, by itself, it may not generate the results you’re hoping for.? That’s why I’m doing a deep dive in all six of Virgin’s Brand Values, so you can see how they interact and support each other.? For example, when you combine “Straight Up” with “Insatiable Curiosity,” it’s an exponential booster where 1+1=5.

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