If you haven’t seen it yet, you’ll want to check out this YouTube video of two (former) Domino’s employees:
So, do you think that might have some rather profound effects on Domino’s marketing efforts? Think you’ll be eating at Domino’s anytime soon?
What’s interesting is that the basic principle behind this was predicted not by some far-seeing futurist working in the technology field, but by Marine Corps Commandant Gen. Charles C. Krulak.
Gen. Krulak coined the term “strategic corporal” to refer to the possible strategic foreign policy impact of actions taken by individual Marines in an age of universal media coverage and counter-insurgency warfare:
“In many cases, the individual Marine will be the most conspicuous symbol of American foreign policy and will potentially influence not only the immediate tactical situation, but the operational and strategic levels as well. His actions, therefore, will directly impact the outcome of the larger operation; and he will become, as the title of this article suggests – the Strategic Corporal.”
Since the publication of Gen Krulak’s article in 1999, the rise of cell phone video cameras, YouTube, and twitter have further amplified the potential impact of local, tactical actions of seemingly “lower-level” or front-line individuals.
Granted, minimum wage workers operate in a far less dramatic and less-threatening arena than Marines, but the above video offers a stark example of the far reaching strategic impact of their actions.
The Marine Corps response to this has always been to recruit the very best individuals possible and to push decision-making and responsibility as far down the chain of command as possible. Many successful businesses take a similar approach with their front-line workers. And the results pay-off when the great actions of individual employees hit the social media echo chamber.
What is (or what will be) your organization’s response?