By Rick Biddle
In our recent article, Are You Ready for the Next Evolution, we first introduced Bigger. Better. Faster. (BBF). In that article, we delivered an inspirational call to action and provided some implementable examples of changes zoos, aquariums museums and your institution can make to enhance your relevance in this ever-changing world. Given the strong, positive response we received to those concepts, we’ve decided to launch the BBF Chronicles. In this second installment, we will dive a little deeper and explain exactly what Bigger. Better. Faster. looks like and why we believe it is a way of thinking leaders should embrace.BBF is a risk-taking, impact-making, soul-stirring, mind-whirring philosophy that encourages bold leadership to:
To quote Peter Drucker: “The best way to predict the future is to create it.” Bigger. Better. Faster. provides a framework to do just that.
BiggerBigger represents a fundamental, comprehensive commitment to making a greater impact that effects noticeable changes in behavior. Growing your collection, expanding your physical space or broadening your mission can help you become larger. However, these options do not necessarily get at the heart of what Bigger is really about unless they also create measurable change.
Reflections of your Bigger initiatives could include:
With consistent messaging, a captivating narrative and a call to action, an organization can create an overarching and truly meaningful guest experience that transcends the in-person visit, makes a lasting impact and advances the institution’s mission at the same time.
FasterFaster embodies a proactive spirit, anticipating what’s next and meeting a demand before the visitor even realizes it’s a possibility. Technology—using apps to streamline food and ticket ordering or to supplement a pre- or post-Zoo visit with fun, engaging “sustainability hero” games—undoubtedly plays a huge role in Faster. Faster involves being nimble, embracing change, and taking informed, calculated risks to provide guests with something new and different before it’s available anywhere else.
To be Faster, leadership must be comfortable taking the first steps—being alone out front with something that has not yet been proven, where the risks are real, but the potential is vast. It may be necessary to educate the Board and convince them that it is worth taking a risk to pursue more dynamic and innovative guest and animal experiences while promoting the larger conservation message. In the end, Faster can also be smarter; taking a proactive lead, rather than playing catch up, often proves much less costly in terms of time, money and stress than reactionary crisis management.
At its core, the BBF philosophy encourages you to choose your own adventure. It pushes you to decide how you want to evolve and puts in your own hands the awesome power and responsibility to determine your destiny, to decide for yourself what your impact will be moving forward. The choice is yours to make.