People orientation: your bank's competitive edge.

• Author: Rhoades, Ann
• Position: Marketing edge

Although these days my name is most closely linked with some of our times' most fascinating success stories (JetBlue, Southwest Airlines, PF Chang's, Doubletree Hotels), it was my early career in the banking industry where I learned the most important secrets for organizational success. I've used those secrets to help nurture the success of businesses that have thrived on an epic proportion, as their competitors just barely survived. My secret? The organization that makes its decisions around its people to perform, produce, and profit beyond all expectations and dreams.

Back in 1984 I was in banking--in Texas. The bank I worked for was a large, established, beloved bank facing the same terrible conditions all the other Texas banks were facing--the bust in the oil industry, combined with the tremendous loss of related investments as the entire state's economy staggered. As head of human resources, it was up to me to market the bank to our own people so that we didn't lose our precious talent--all those wonderful, smart people who would, otherwise be the first to find better jobs somewhere else. We took action inside our organization and made sure that this bank had a thriving people-oriented culture. As a result, we kept our key employees and we kept our key customers.

The key principle that has governed my business values ever since is simply this: The successful company is relationship-based and people-oriented. Here are a few essential characteristics of a people-oriented banking organization:

* You know that the marketing function belongs to everyone. Everyone is selling the bank, not just frontline employees. Back-office clerks, night custodians, even job applicants who don't get the job. A good word from any of these people in your community can result in growth.

* You hire only the best people. "A" players attract "A" players. Their positive, upbeat dedication to excellence breeds and promotes an excellence-oriented, learning organization that keeps up with banking's rapid changes.

* You encourage risk and creativity. Don't get me wrong, we're not talking about putting money at risk...