When Hollywood directors cast a superstar they count on two things: box office draw and the professional actor’s ability to act, by which I mean the ability to stop being Philip Seymour Hoffman, Charlize Theron, or Jim Carey and instead become the three-dimensional living embodiment of someone else. Watch Capote, Monster, or Lemony Snicket’s A Series of Unfortunate Events, and you will see the incredible transformations these actors make in their own personalities to literally become the character, sometimes even adjusting their own physical makeup, such as by gaining or losing huge amounts of weight, to ensure a complete and congruent representation.
Now think about your own employees, especially those who spend the most time interacting with customers. How willing (or capable) are they of completely transforming their bodies, minds, souls, and personalities into the ideal personification of your brand?
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