The normal and easy response would have been to refuse, find an excuse not to do it. The request was very short-notice and it would be very challenging to “do something outstanding.” At the same time, it was the opportunity for a small number of colleagues to realize a desire we had for years now. A desire to create a “dance” with the construction machines and make an artistic show – show business. It was also the opportunity to embark on project together that was good for everyone, where everyone could become a part of it and realize a part of him- or herself.
We decided to take a first few quick and non-expensive steps to see how it goes and if we can confirm several key facts:
- Most of the team gave the expected push-back, “it’s impossible.” The next morning, Lenka, in charge of logistics, hugged her colleagues at their arrival, as per her usual morning routine. When she greeted us, she said, “But I will not be able to hug all the customers.” The first member of our team was in!
- Next to come around was Radek, the HR director, who agreed to give some workers permission to drive Bobcat machines for us. We had a new team of demonstrators.
- A French psychologist, who dreamed of becoming an international singer, but never sung in front of a big audience accepted our first call and invitation to come and perform in the Czech Republic.
- The brother-in-law of the psychologist, reporter for a national news television broadcaster, also accepted to come and record the event.
- The stylist of a small village loaned a part of her wardrobe to dress the psychologist for the event.
- The General Manager of the Hotel Diplomat in Prague was also keen to be part of this expedition and mobilized his team. We needed a band for the music. So, a guitar player was hired on the side of the Voltava with his drummer who were very enthusiastic.
Those were the validation by the facts that this idea can work. Our intuition to create a business show seemed to resonate.
On December 8th, a plane with 50 Norwegian customers landed at Havel airport. One key word to describe their reaction: “wow!”
Arriving at Dobris Bobcat training center, customers were able to try out any of machines to feel the performance of the machines and visit the brand-new factory.
Dinner was hosted directly in the workshop, which had been transformed into a restaurant. The reception was serviced by the hotel waiters from the Hotel Diplomat team. Customers were eating on the pallets and the food was being served by the excavators and loaders they had been test driving earlier that day.
At 8pm the show continued. The band was on a truck trailer and the singer (the psychologist dressed as a TV star) on a pallet outside in the demonstration area. It was snowing, creating an exceptional atmosphere. Music and the “ballet with construction machines” started. Customer were amazed, transformed, transported by the music.
The music stops. The audience stands up and applauds. An energetic standing ovation with shouts of “encore,” they did not want to leave.
Art unifies people. In the days following the event, employees, distributor staff and customers were all on the same wavelength. No arguments about price, technical issues, etc. Only positive discussions to find solutions together. To be part of something.
At the end of the week, once the customers had returned to Norway, the whole team, hotel, band, stylist, TV reporter, etc. were invited to drive the 30 tons of machines in the demonstration area. We worked hard, we played hard.
Following the success of this event, we took away a few key learnings on the recipe to transform employees into artists:
- A mutual desire / intuition for all; a “common goal”
- Validation by the facts that an idea will work
- Let employees do it their way; it is their project
- If you are not sure to get approval for the project do not ask for it; it can be easier to ask for forgiveness than to ask for permission
- If you do not have resources, find them; external suppliers are often happy to participate in new and innovative projects
After this first event, we were asked to meet with the President of Bobcat. We looked at each other concerned, “What does he wants? Will today be our last day?”
The President asked us, “Guys, I have a request. I was playing guitar many years ago when I was young. May I play just 1 song next time if I am around?”
2 months later we had our next show. The president forgot about his request. We didn’t.
The President first came up with an excuse, “Guys, I am sorry, but I have an operation scheduled for my hand, so I cannot play tonight.”
The 20-year-old drummer answered, “I understand that you cannot play, but maybe you can try?”
The President was on the stage this evening with a guitar .
This show became a regular event over 10 years at Dobris, generating revenue for the company. Radek was happy to see improved employee retention in the factory as a result. The employees attend every show. They never wanted to leave: it is their show!