By Mark Aesch
CEO, TransPro
We all know the childhood tale of Goldilocks and the Three Bears—the curious girl who stumbles upon a cottage in the woods and tests out three bowls of porridge, three chairs, and three beds, all belonging to a family of bears.
As the story goes, the first bowl of porridge is too hot, the second too cold, but the third is just right. Naturally, Goldilocks chooses what feels just right each time–whether it’s the porridge she eats, the chair she sits in, or the bed she sleeps in.
In the public transportation space, some agencies might suggest they are funded just right. Some complain that they are funded too little. I have never heard a public transportation executive proclaim that they are funded too much. And, if no public agencies are funded too much, then, by definition, none are funded too little. To steal from Goldilocks’ thinking, they are all funded just right.
Communities determine what level of funding public agencies should receive. As leaders, it is incumbent upon us to demonstrate that we are worthy of further investment, should we desire. The question is, how do we demonstrate that? How do we move from the just right small bowl to the just right large bowl?
We would suggest there are three factors:
- Deliver Excellence
Regardless of funding level – whether “too cold” or even if the agency recognizes it to be “just right”, it is incumbent upon the customers we serve to deliver excellence. The argument that “if you just gave us more money, we would finally become good” rings hollow. Deliver excellence and taxpayers will invest. They see measurable value.
- Measure What Matters
It is imperative to focus on outcomes, not inputs; use third party data or objective technology, and share results with frequency. Agencies that focus on those three factors are well positioned to defend naysayer attacks.
- Outcomes vs. Inputs: Shift to measuring and reporting customer satisfaction verses focusing upon on-time performance.
- Third Party Data: Use unquestionable information systems, which could look like either a third party or a dashboard to measure and tabulate performance.
- Share Results: Communicate, communicate and communicate. Share privately and publicly on a regular schedule and with frequency.
- Communicate on Offense
There are two techniques to public communication, you’re either on offense or defense. That’s it. If your agency is focused on measuring what matters, consistent with the elements described, and your execution is committed to excellence, then there is a tremendous opportunity to step on the gas pedal from a communications perspective. Push your narrative. Create events which showcase that success. Manufacture news. Every. Single. Week.
American taxpayers are much more likely to find value in their public transportation system than they are to actually use it. It is traditional transit people that can’t stop talking about ridership levels. It is not at all how those making funding decisions see it.
Public agencies are funded just right – and it requires professionals to deliver value.
Speaking the language that resonates with those who control the purse strings, this is a quick way to enjoy more porridge – just right!
