Murdo’s Law of Expectation - “To exceed expectations, we must have expectations to exceed.”

A team cannot score a goal unless they possess the necessary skills, training and belief in their own abilities. To exceed expectations the entire team has to share the same vision, know what is expected and ensure that it is carried out consistently.

See HA step 5 – Standards of Performance


Murdo’s Law of Delegation – “A general leads from the front, but also knows how - and to whom - command can be delegated.”

Every team is greater than a single person. Natural leaders will emerge, so delegate. Aim to encourage initiative and forward thinking as several heads are better than one, and delegation of authority helps promote ‘ownership’ of the ultimate goal.

See HA step 4 – Operational Planning


Murdo’s Law of Navigation - “If you don’t know where you are going, any road will do.”

You can’t make progress unless you know your final destination. Be pro-active, not reactive, and plan where you want to go and how to get there. Taking a long-term strategic view will avoid a lifetime of fire-fighting and making do.

See HA step 3 – Business Planning


Murdo’s Law of Dissemination - “Blowing your own trumpet will always be drowned out by the sound produced by word of mouth.”

No-one likes hiding their light under a bushel, that’s for sure. But the loudest promotion is that of others who have had a positive experience. Great stories from people with first hand knowledge of your business are worth their weight in gold. Encourage and help develop this type of PR, especially online where user-generated reviews are becoming increasingly influential in the purchasing decisions of others.

See HA step 10 – Customer Satisfaction Improvement


Murdo’s Law of Attraction - “When in danger of being lost in the crowd, wear a red jacket.”

Take every opportunity going to show your business is different by highlighting unique selling points. Get noticed by telling an interesting story of how your company is special and can add value to a visitor’s stay.

See HA step 1 – Customer Research


Murdo’s Law of Narration - “Relate the goals, not the off-the-ball running.”

Market research and people in white lab coats have confirmed that successful tourism and hospitality-related businesses talk to the hearts of their customers, not their brains. Evidently, listening has been handed over by the brain to the heart. And it seems hearts race when they hear an interesting storyline that connects the potential visitor and their interests to the business establishment in question. Tell an interesting story to capture hearts, minds and imaginations.

See HA step 2 – Customer Promise


Murdo’s Law of Innovation - “Change is the only constant; evolve or face extinction by competition.”

Standing still in the face of rivals is a fast track to annihilation. No-one is perfect, we can all do better. Continually ask how processes and practices can be improved for the benefit of customers and the business. Do not be afraid to try out new things: we learn more from our mistakes than our successes.

See HA step 10 – Customer Satisfaction Improvement


Murdo’s Law of Summation - “The most successful businesses are like icebergs, nine tenths of what makes them special isn’t visible on the surface.”

Aim to be greater than the sum of your individual parts. A jigsaw may have 500 interlocking pieces but wouldn’t be terribly rewarding unless all 500 pieces work together to produce the picture promised on the lid. From the customer’s viewpoint, everything we do should be seamless and run like a well-oiled machine.

See HA step 7 – Training & Development


Murdo’s Law of Evaluation - “Promises are easily made, but failure to deliver is not an option.”

Actions do speak louder than words. In the battle to raise the bar, we must always evaluate the visitor experience. Seeking out feedback can only do this. To be effective means constantly monitoring, evaluating and reappraising the customer experience in a consistent manner. Not only that, it requires a commitment to act upon the feedback and ensure we live up to promises.

See HA step 2 – Customer Promise


Murdo’s Law of Co-ordination - “Pulling on the same oar will put the boat round in circles.”

Everyone may know the direction we want to go in, but it isn’t necessarily the case that there’s universal agreement in how to make progress. Each team member must appreciate not only the collective goal but also their individual role in achieving that end. Co-ordination is the secret to movement.

See Ha step 9 – Service Recovery


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