Just who are they?

I was flying on a business trip a couple of weeks ago - on one of the largest commercial airlines. The flight attendant handed me a bag of pretzels and while I enjoy a good pretzel as much as the next person, I'm a peanut guy.

So I asked her if there were any peanuts.

Her reply?

"They don't give us peanuts anymore."

Who the heck are they? Isn't she they?

She works for the airline, she's their number one brand ambassador...the company's brand touch point...and she feels that she has to transfer the blame from herself to they.

Fact: According to a Gallup survey, companies with engaged (read: well-trained, empowered, informed, supported, rewarded) workforces are 56% more likely to have higher than average customer loyalty, 38% are more likely to have above average productivity and 27% are more likely to report higher profitability.

Companies who invest in and engage their employees will establish an economic link that is stronger and more productive than any sales campaign or ad jingle.

That's when they become us.