I like to use an analogy in my work, which is that your business is a tree. Artful, I know. Let’s look at the different parts of a tree and see how these align to your business.
A healthy tree has a trunk and branch system above ground that mirrors the root system existing below ground. If the branches and the roots don’t match in breadth and depth, the tree roots are either stymied by poor soil conditions (including rocks, clay, etc.) or have been rotted out. Root systems that are not grounded cannot support the full weight of the tree, which means that at a traumatic event, the tree will fall over and the weakness will be exposed.
In your business, the root system is representative of the internal infrastructure that defines and describes your business. This is the values, noble cause, and the culture. The tree above ground represents everything that is external-facing: your packaging, marketing, and any branding meant specifically for the external customer. Leaves and fruit denote the work product or service you offer your external customers.
It’s important to note that the tree (your business) exists to serve external and internal customers. It is a life form, so it needs to be healthy to keep existing. That means that the roots (your internal customer – your staff) need to be taken care of so that they can support the branches and fruit that serve the external customer.
Businesses are often so focused on selling to the external customer that they forget the health of the internal customer. If your internal climate is not healthy – well-watered, in good soil, rocks cleared away – your business can only grow so much before the roots are unable to sustain the tree aboveground.
What about your branding? Nothing exists without sales, right? This is true. You have to make a profit in order to exist as a company. Companies use branding to market themselves externally, but may forget that to have an effective campaign, the internal customers need to buy into the concepts as well. These people are your best advocates and ambassadors for your company outside its walls.
What do you think? Do you see this ringing true in your organization? Where do you see your roots dug deep? Where do they need a little water? Where might the branches need to be pruned back (we’ll talk about this in more detail another time)?
Activity: Consider the internal climate of your workplace. Does it mirror what your company posits externally? How might you help bring alignment to these things where necessary?