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Be the Best at What Matters Most: The Only Strategy You will Ever Need by Joe Calloway

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9

Three Is the Magic Number

Smile Brands

These Three Things

These guys have got knowing what matters the most figured out. They simplify. They focus. They act.

Smile Brands Group, Inc., is the largest provider of support services to general and multispeciality dental groups in the United States based on number of dental offices. The company handles the administrative, marketing, and financial aspects of a dental practice, allowing the dentists to spend more time caring for patients.

I worked with Smile Brands at two events, one for the managers of dental practices and the other for dentists. What impressed me so much was the focus on what Smile Brands calls its G3 Service Platform. With this model, Smile Brands has narrowed down what matters the most in fulfilling its mission—“deliver smiles to everyone”—to three components: “Greeting. Guiding. Gratitude.”

I've worked with companies that expected team members to remember:

  • The vision
  • The mission
  • The 10 values
  • The 12 “pillars of our brand”
  • The 7 “differences we make”
  • The 9 “ways we succeed”

And on and on. It's ridiculous and ends up being white noise and nothing more than distractions that serve to confuse priorities, not establish them.

Pick a Lane

At Smile Brands, managers have picked a lane with just three things to focus on. They say that greeting, guiding, and gratitude are how they express their passion and respect for everyone they touch. They are intended to be expressed by team members not only with patients but with ...

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