3 Things School Counselors Can Learn from Apple Inc.

1. Know Your WHY. 

We all know WHAT we do.  We teach, counsel, register, consult, lead, and the list goes on. We know HOW we do it.  We offer unconditional positive regard, advocate for equity, and problem-solve. But WHY do we do it? 

In Simon Sinek's book, "Start with Why," it is not just WHAT we do or HOW we do it that matters.  It is WHY we do it that defines us and inspires others. Our WHY is our belief.  Sinek points out that Apple has clearly defined their WHY, "to challenge the status quo and to empower the individual" (Sinek, 2009,p. 43¹).  Their WHY defines them and inspires others to love their products and trust the company.

What is your WHY?  Does your WHY inspire others' trust?  Dig deep, go beyond, "I want to help kids."  What life experiences led you to this profession?  What key moments as a school counselor have had the greatest impact on you?  Re-discover your WHY.

2. Customer service.

Recently, I was having difficulty transferring data from my old iPad to my new iPad.  I prepared myself for the hassles that calling a customer service line usually entails.  I was even prepared to spend money for a "warranty plan" that would allow me to obtain assistance from a technical specialist.  What happened was completely different.  The Apple customer service representative was friendly, spent over an hour with me on the phone, and wanted to make sure that my customer service experience was positive. Apple has excellent customer service. People trust them.

Someone once told me, "We are all in the business of customer service." As school counselors, our customers are parents, teachers, students, our administration, the school custodians, the cafeteria staff, and anyone else who crosses our path.  How would people describe your customer service? 

3.  Diversify your delivery.

When I was in elementary school about 20 years ago, I remember using a chunky Mac computer with large floppy disks. Apple made computers.  Well, they did.  Now they make tablets, phones, watches, and more.  They have maintained their WHY, but diversified their delivery. ¹  Apple's website says, "The people here at Apple don't just create products - they create the kind of wonder that's revolutionized entire industries" (Apple Inc., 2015). 

Just like Apple, diversify your delivery.  How can you cover the guidance essential standards for 21st century learners?  Plan a guest speaker panel to engage students about college and career options. Involve students in a Kindness Scavenger Hunt where they actively create a positive school culture. Use Twitter, blogging, or other technology to get students talking about challenging topics in a familiar (and cool!) medium.  Your WHY stays the same, but diversify your delivery.

 

References

¹ Sinek, Simon (2009). Start with why: How great leaders inspire everyone to take action.             Penguin Group: New York.