In late 2009, Domino's Pizza had a massive public relations issue. Television ads were informing us that their pizza was awful. "The sauce tastes like ketchup". "The crust tastes like cardboard". Every company's nightmare, right? Only Domino's was running the ads and the quotes were coming from their employees! They were determined to build a better pizza. This PR brilliance triggered a 14.3 percent increase in sales per store - a record for the fast-food industry. The company's earnings soared 20%.
Their marketing company Crispin Porter & Bogusky called out the elephant in the room. The pizza was sub-par and everybody on staff knew it. Customer data supported it. They decided to tell the truth. The average customer doesn't believe advertisements about 'new and improved'. Everybody says that. In this case, the daring approach also made a company more human.
Most important, the message that Domino's had a clear solution - we've invested in improving our product for you so buy some. Unlike some very entertaining Super Bowl commercials, it was clear who was talking to you and what they wanted you to do.
What leadership or project management truth are you hiding? What does everyone on your project team know but no one will say out loud? How can you mimic Domino's and leverage it to grow your ability to deliver? If you need some help figuring out the name of your elephant, give us a shout and we'll help.