National Clothesline

In Japan, the word “kiki” means crisis, but the specific definition of the word is broken down into two parts. The way the Japanese see it, when a crisis occurs, you have two choices: recognize the problem or deny it exists. Sure, there is danger involved in facing a problem. It’s easier to turn your head and hope that ignorance is bliss? but that will only prolong the agony. The other choice you have is to identify the problem and accept the opportunity before you. In an odd way, it is a good thing that something bad occurred because it gives you a chance to fix things and prevent facing similar failings in the future.

The same principle applies when it comes to the bad apples on your staff. There is a tendency to believe that some bad employees are rotten to the core and the best way to deal with them is to throw them out immediately. Let them be your competitor’s problem. That might be a “quick fix,” but it doesn’t necessarily solve anything. Treat the employee’s inefficient production as a crisis - and use it as an opportunity to change things for the better. After all, replacing that employee is a short-term solution. What happens when the new recruit turns out to be a sub-par performer? What if there just aren’t any good candidates out there? Sometimes the best way to obtain a good employee isn’t to find one, but, rather, to mold one. Of course, that takes a lot of time and effort, but the end results will certainly justify the struggle.

This month, Dennis McCrory discusses the psychology of employee motivation (page 42). He underlines the four types of consequences that can influence a person’s behavior. Three of them utilize negative psychology, meaning the motivation for someone to do good is to avoid receiving something bad, i.e., a punishment, penalty or some other type of negative reinforcement. Unfortunately, such methods usually lead to employees doing the least amount possible in order to avoid disciplinary action. It also fosters that ol’ familiar “they don’t appreciate me” attitude because people under the gun all the time usually feel a bit resentful and agitated.

On the other hand, there is the other method: positive reinforcement. For some strange reason, people enjoy being complimented or rewarded when they do things correctly. They like to be encouraged to perform better. If you know what you’re doing, then positive reinforcement won’t cost you much (if anything) to make everyone at your plant feel better about their job. Ultimately, it will lead to improved quality, increased production and a more positive and fun working environment. That makes everybody happier - even your customers.

Reviewing comments made by speakers at the International Drycleaners Congress, the words of Shirley Naylor, whose address was delivered by Roger Bancroft, stand out. Naylor, editor of the Australian trade publication National Drycleaner and Launderer, allowed that it’s a problem for drycleaners that an ever greater percentage of consumers’ wardrobes are garments that can be washed at home and that easy-care is high on the list of characteristics people look for when buying new clothes. Does it, therefore, follow that drycleaners are an endangered species? Only if cleaners allow themselves to become one by failing to redefine themselves, understand the services that people want to buy and then make sure consumers are aware that those are services the cleaners offer.

As Naylor pointed out, people can mow their own lawns, but many pay someone else to do it. People can wash their cars at home, but most prefer to go to a car wash. People can clean their own pools but usually hire someone to do that work. The list could go on: people can cook all their own meals, but like to eat in restaurants; people can change their own oil, but will prefer to have a service station do it; people can bathe their own dogs, but will take their pet to a groomer, instead.

It’s clear that people are willing to buy services that buy time for themselves and relieve them of chores. So why on earth would people want to do their own washing and ironing? That’s the question cleaners must ask themselves. And the answer must be, there is no reason why! And if that message is taken to consumers, there is no reason for cleaners to be on anybody’s endangered species list.