3
ESSENTIAL THREE: CREATE
We sit in rooms cluttered with ideas as we search for just the right way to tell a company’s story to potential workers. We know the company well enough to immediately seize upon what is authentic. We know the competition well enough to quickly identify what is unique. We know the talent marketplace well enough to thoroughly consider what prospective workers will consider compelling. This setting reminds us of another time with another daunting challenge.
The year was 1997. At the height of the dot.com boom when the economy in California was strong, Southwest Airlines struggled to hire the entry-level people it needed to meet its rapid expansion. The effort was difficult because retail stores and fast-food outlets paid ...
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