I have been musing about name changes and when I did my daily review of Parknews.biz I noted that a large number of the stories focus on “Mobility” in their headlines and leading paragraphs. In some cases parking isn’t mentioned until halfway through the story. Every one of the companies mentioned is in the parking business. What? Are they ashamed of it?
When asked what he did for a living, Lee Iacocca, the famed automobile guru, said “I’m in the car business.” He didn’t mince words. He wasn’t in transportation, or manufacturing, or mobility. He was in the CAR business. And very successful he was, too.
Iacocca was clear about what he did. He built and sold cars. He understood his market, listened to his customers, and gave them what they wanted. He didn’t have a lot of time for fancy names. He talked straight.
I noted in an earlier blog that maybe the reason our industry’s name is seemingly being changed by our betters is that our industry is too busy doing what the name says, parking cars, than to worry about semantics. Parking millions and millions of cars each day. Providing a place for people to safely leave their cars while they work or play.
I understand that the term “Parking” isn’t sexy. When you tell someone at a party you are in parking they wonder when you are going to get a real job. But if you want to clearly, succinctly, describe what we do, “Mobility” doesn’t’ hack it. We park cars.
Remember, 85% of all commuters drive their own cars to work each day. Someone has to put them somewhere. That’s what we do. We Park Cars.
By the way – if you ever want to find out if someone is full of baloney, ask them to tell you what they do in one sentence, two at the most. Can you describe your organization, job, or product in one Sentence? Give it a try.