Industry Insight: Does Attitude Matter?
Getting to the essence of surviving tough times
Its not earth-shaking news: we currently live in trying economic times.
We have to do more with less, have seen friends leave jobs, and, in some
cases, leave the pro audio industry completely. Companies of all types
are downsizing. Smaller budgets, dwindling revenue, reduced staff and
less time to get the job done make our work tougher. At the same time,
the demand for performance is increasing, not decreasing!
What gives?
However, despite the fact that some businesses aren’t doing well; others
are surviving. Some are even thriving. What makes the difference? Are
the companies doing well at this point in time simply smarter? Do they
have more cash? Perhaps they’re just better looking!
It got me thinking, so I took a closer look at some of the companies that
are doing well. What’s their edge? After this analysis, I came to the
conclusion that the difference is attitude.
Attitude?
THE WAY-BACK MACHINE
I’ll back up about 25 years and share some personal perspective. When
I started doing sound, like all new sound practitioners, I wanted to work
with the best. The best equipment, the best acts and in the best venues.
Everyone starts in this business with visions of grandeur, and I was no
exception.
The time was the mid-’70s and the economy was staggering, not unlike today.
I had a chance to work for a small sound company in San Diego by the name
of Sound West, owned by a gentleman named Charles Akins.
Charles taught me many great lessons that will forever leave me in his
debt. The lesson I believe most important was that “professionalism is
a matter of attitude.” It was the company slogan, emblazoned on T-shirts
and posters in the warehouse. Charles never told me if he borrowed it
from someone, or if it was original, but regardless, I won’t ever forget
it.
At the time, he explained to me that equipment did not matter, the act
did not matter, and the location did not matter. Instead, what he stressed
was when Sound West was hired to do a job, that job was the most important
event in the customer’s mind and we had to do it right, and with the right
attitude for everyone involved.
In a lot of ways, Sound West was a “typical” small sound company, and,
like most other companies of this ilk, we handled the odd assortment of
low-end work combined with a few choice projects. Being the “low man on
the totem pole,” I drew most of the bottom-end work talent shows, fundraisers,
music festivals in the park, radio station promotions and parades.
But I learned, event after event, that Charles was exactly right. In the
final equation, the difference maker is your attitude. Even if the event
is something a bit less than “professional,” the entire goal and focus
is to deliver professional quality sound and all that goes with it. Tireless
service with a sincere smile.
MOVING TO NOW
Fast-forward 25 or so years, and in analyzing the companies that are succeeding
in this down economy, I see a parallel. It does not matter if you’re working
with a rental company doing industrials, a touring company on the road,
a contractor doing installs or a manufacturer making gear: the deciding
factor is attitude. Hustle, teamwork and positive outlook are highly visible
and highly contagious.
I was talking recently with a veteran mixer and sound company owner. He
was asked to go out on a notable tour, but he really didn’t want to do
it, tired of life on the “bus” and wanting to spend more time at home.
But as we talked and reviewed the crew roster slated for the tour, his
eyes began to light up.
He began to identify and tabulate the number of real professionals who
would be out on this tour. These are individuals who would not only do
their job, but also put in the extra time to make the show sparkle. You
know what I mean the cables dressed perfectly, every truck packed clean
and tight, load-in and load-out choreographed like a ballet, empty cases
and dollies stacked and stored neatly, hitting the schedule spot-on every
show. Total professionalism.
And he’s decided that he just might work this tour. The positive attitude,
he keenly surmised, would be contagious. Everyone wants to be a part of,
or hire, the winning team.
Attitude is both a company issue as well as a personal one. Companies
are led by management that has a primary responsibility of instilling
positive attitude. That’s the first step.
But it’s just as important that positive attitude be an attribute (and
responsibility) of each and every employee. And note that attitude is
a double-edged sword. Positive is contagious but it’s a fact that negative
attitude can be equally infectious, not to mention incredibly destructive.
Right now every element of our industry is under pressure. In effect,
we’re engaged in an economic battle for survival. This always happens
when supply is greater than demand.
In the end, price will stabilize at a level that will support the companies
that remain. For a while, we can anticipate our industry as a whole to
shrink before there is recovery. During this time, attitude and professionalism
are going to go a long way in determining the difference between success
and failure.
Which side will you choose?
Michael MacDonald has been involved in the professional audio industry for more than 20 years. Beginning as a freelance mixer/engineer in the ‘70s, he transitioned to working for manufacturers in the mid-’80s. He has provided sound for touring acts, special events broadcasts and permanent installations, and has been employed, developed products, and consulted with major companies such as Yamaha and JBL Professional. Michael can be reached at mchlmacdonald@aol.com
June 2003 Live Sound International