Avionics News March 2016 - 4

What is your story?
M

ore than 20 years ago when I served as chairman
I solicited management to let us make improvements. We
of the Aircraft Electronics Association board
put up a wall to divide the hangar in half, and we placed
of directors, I brainstormed with AEA staff on ways we
new high-output lighting and painted the hangar floor white,
could do the best job of communicating to the membership.
which was unusual at the time.
One of the results of those brainstorming sessions was this
What happened after these changes was nothing short
monthly Avionics News column called the Point of Comof magical. I fully expected customers to like and feel betmunication. Over time, it has proven to be one of the many
ter about work being performed on their aircraft in this
terrific channels where the AEA and its leaders communicate
refreshed hangar. But I didn't expect the transformation in
their stories. Paula Derks, AEA president and
attitude from my team. The team had a renewed
publisher of Avionics News, provided me an
pride, started organizing the facility at all levels
opportunity to write this month's column, so I
and began greeting incoming customers with a
decided to dedicate it to the importance of what
positive, cheerful attitude. They even got scafwe communicate.
folding and painted a large company logo on the
Storytelling has been around since ancient
dividing wall. Best of all, word-of-mouth conculture. It has been used to convey events,
veyed our customers' experiences, and soon, the
happenings and experiences through words,
order book was full from areas of the country we
Paul
DeHerrera
pictures and gestures, often including improwould have never guessed.
visation and embellishment. Stories have been
We all tell stories. What is your story? What are
shared in every culture as a means of entertainment, educayour customers' stories? What are you saying to your custion and communication. They are often repeated over and
tomers verbally and nonverbally? What is your shop saying,
over to other generations and interested people. During the
and what are your people saying?
years of being in business, I've learned that one cannot overJust like the ancient stories, your story, your shop's story
emphasize the importance of getting the story right - to your
and your staff's story will be embellished and dramatized
customers, your team, and to all those you depend on and
over and over. You cannot stop this; it will happen. But what
who depend on you.
you can do is ensure that they embellish, dramatize and
During the 1980s in Denver, Colorado, I was leading an
repeat the magical experiences they had after they walked
avionics team. We were sharing a hangar with a company
through your doorway.
that was maintaining old Convair 440s with twin-row radial
When your customers tell that story, the real magic begins,
engines that rained oil. The hangar was dirty and dingy, and
and your shop will stay full. q
so was our team's attitude and approach. What I realized is
that our disorganized, dingy facility was telling a story - it
wasn't a good one. We were inadvertently telling our customers that we didn't care, that their aircraft wouldn't be
PAUL DeHERRERA
handled well. Our employees were getting the same mesChief Executive Officer, Universal Avionics Systems Corp.
sage; there was low morale and a lack of focus on customer
Tucson, Arizona
service. Our order book reflected the same dismal outlook.

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Table of Contents for the Digital Edition of Avionics News March 2016