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Safety Identity – Who are You?
May 2, 2014 3:19:00 AM

Do you listen to classic rock?  I freely admit that I do quite regularly.  I love to hear Roger Daltrey of The Who bellow this probing question: Who are you?  Since 1978 this all-to-well-known, progressive rock anthem has managed to intrigue bell-bottom-clad rockers both old and young with that pretty-darn-good question that we should make it a point to evaluate periodically: Who are you?  Think about it, to satisfactorily answer this deep query into one’s self requires more than just an obvious name response like Buba O’Riley, Dr. Jimmy or Boris the Spider.  Name only is an insufficient answer if we aim to truly understand the who-are-you puzzle.  In fact, to quench the parched thirst of a sincere identity examination, one must gaze deeply into the soul, far, far behind those blue eyes to grasp the complete answer. 

A name-only answer to who you are reveals very little about one’s identity.  To ascertain one’s real identity requires a deeper probe into the real me.  You must examine elements of identity including tastes, choices, physical characteristics, desires, talents and much, much more to get closer to the complete answer.  Also, whether you are a juke box hero, a glittering girl or a real good looking boy, an adequate description of your identity evolves over time with each life experience and then you’re stuck with who you are.  Yup, for better or for worse, you earn your identity; hence, you bear the burden of your own identity’s revealing answer.  Anyway, anyhow, anywhere contemplating your own identity can be both gratifying and sometimes disappointing but most everyone will agree arriving at an answer is fascinating!    

On a different note, has anyone ever asked you about the identity of the company you work for?  People ask me about MAU all the time!  In fact, I usually answer with a short elevator pitch that contains tidbits about what MAU does.  Casual company descriptions are interesting to me.  I once met a person that worked for Microsoft, and he told me that his company was an “idea” company.  Another acquaintance of mine that works for GE told me that his company was an “innovative” company.  “Idea Company” and “innovative” are good descriptions of these two company’s identities as described by employees.  Interestingly enough, I can’t recall anyone ever introducing their company to me as a “safe” company, and I often meet people that work for really safe companies! 

Could it be that tying safety back to the identity of the organization is a bit more complicated?  I would guess that most people relate a company’s success story with the apparent characteristics that have helped it make money.  Innovation, quality, dependability and customer focus are traits that, in the end, directly help sell a service or product.  Safety, on the other hand, is an attribute that indirectly helps a company save money, time and foster good employee relations — all valuable attributes to achieve but they are not initially touted in introduction.  I’m not happy to admit it, but I’m certain safety is not the first trait that comes to employee’s minds that directly helps sell their product.  However, impeccable quality, dependability and customer focus are visible selling attributes.  Don’t get me wrong, safety is very important!  I can see for miles behind the aforementioned selling attributes and observe that safety is the ox doing heavy lifting keeping business fiscally healthy.  Companies that establish robust workplace-safety practices into all aspects of their organization seem to thrive.  Mind you, those safe attributes tend to exist in the marketing backdrop where manufacturing processes and product movement take place. 

Every year the National Safety Council (NSC) awards one thriving company the Green Cross award for, “distinguishing itself through outstanding achievements in workplace and off-the-job safety and health.”  NSC also recognizes leaders of companies that “get it” referring to those leaders that understand the value of safety and do all they can to incorporate it into their businesses.  Companies that have been distinguished as safe organizations with a Green Cross award include UPS, Dow Chemical Company, Schneider Electric and DiamlerChrysler to name a few.  All recognizable names but what about their identity shouts, “(insert company name) is safe company?”  Common characteristics and traits are evident in the descriptions of the companies that were awarded the green cross and the recognized CEO’s that get it all share similarities.  Here are a few of the similarities I noticed within the recognized companies’ write ups featured in recent year’s Safety+Health magazines.  The leaders of these companies point out the following:

  1. Safety is a value and an important part of the corporate vision.

  2. A goal to merely reduce workplace injuries is not good enough – the only acceptable goal is to be injury free.

  3. Safety is not just a temporary program – rather it is part of all they do.

  4. Complacency can be a challenge that diminishes safety over time therefore accountability and recognition are important cultural norms at these companies.

  5. Employees are strongly encouraged to practice safety off the job as well  

 These companies and business leaders comprehend their safety identity all too well.  They understand there is no substitute for a robust culture built upon principles of accountability, recognition and the value of safety.  The old way of thinking that accepted the notion workplace accidents are part of doing business is rejected by these companies and leaders, and they won’t get fooled again by that false notion.  No way!  These companies and leaders understand that establishing a true safety identity pays off and that by itself may be as cool as a long ride on a magic bus.  My generation thanks these leaders and safe companies for their desire and achievement to be known as organizations that keep employees safe from workplace danger.  So, who are they?  Their names may not say much but their reputations and accomplishments that comprise their identity reveal that they are safety pure and easy.

Congratulations to the many Green Cross winners and CEOs that get it.  You will be known for being safe.  The song is over…  Live safety and long live rock!  

Leave a comment below, and let us know how many song titles by The Who you find hidden in the blog.

Have fun!