Smile Campaign or Purpose Problem?
I’m often asked if a “smile campaign” can improve service. While well-intentioned, research and experience show that such initiatives may create only a short-term impact. A badge that says “Let’s Smile” might encourage surface-level gestures, but it rarely leads to authentic warmth or sustainable change.
What truly transforms service is purpose. When employees deeply understand why they do what they do, smiles come naturally, and service excellence becomes consistent. Leading organizations embed this into their culture: Singapore Airlines shares its service commandments daily, Ritz-Carlton reminds staff of theirs before each shift, and Microsoft reinforces values and purpose at every level—including board meetings.
Campaigns fade. Purpose endures. Great leaders don’t just run short-term initiatives; they cultivate meaning, alignment, and a culture that inspires people to serve wholeheartedly. When employees live by purpose, authentic smiles and exceptional service follow—always.