McGuire's moments of truth Published July 16, 2008 By Lt. Col. John Price 6th Airlift Squadron commander MCGUIRE AIR FORCE BASE, N.J. -- Yes -- the "s" on "moment" is intentional. You may have assumed that this article was going to be a discussion about "The Moment" next summer when we showcase our "Can Do" excellence to the Air Mobility Command Inspector General inspectors for the Operational Readiness Inspection, but it's not. Instead, this is about the thousands of moments of truth that occur every day of the week here at McGuire Air Force Base. The ORI and all inspections are important, but collectively and over time, the little individual moments say a great deal more about the core character of Team McGuire, and the individuals that comprise our team, than any inspection ever will. The "moments of truth" concept* is the idea that an organization's overall performance is the sum of countless interactions between customers and employees, the so-called moments of truth that either help to retain a customer or send him to the competition. Moments of truth occur face-to-face, over the phone, via e-mail and through many other means of person-to-person interaction each day. Here at McGuire AFB, we may not be counting customers or worried about competition (except for Match-Up) like some of our civilian business partners, but the concept is equally valid because every interaction we have either builds the cohesion and capability of Team McGuire or detracts from it. Many members of Team McGuire already have a firm understanding of this concept when it relates to dealing with our community partners, distinguished visitors or new arrivals to the base. We typically recognize the importance of creating a good impression and, therefore, try to put our best foot forward. Our challenge is to adopt this same approach for every interaction we have and not just save it for special occasions. Think of the impact you could have each day if you chose to truly internalize McGuire's "Can Do" motto and make each moment of truth count for your organization. We all need to come to the realization that the vast majority of our "customers" are our fellow Airmen, and they desire and deserve that same excellent service we provide to our most select customers. That little bit of extra effort required to sustain the positive attitude and provide courteous service is what makes the difference in every moment of truth. I am convinced that retention decisions and morale levels of all of our Airmen and their families are grounded in how well we treat them during their time of service. Your moment of truth may come today as you serve as a sponsor for a new member of Team McGuire. It may be the new spouse of a deployed Airman that is calling with a question about a travel voucher or needs help with the Child Development Center. It could be the smile and courtesy that you provide the person coming through the main gate or at customer service at Finance or the Military Personnel Element. Maybe someone calls your phone number by mistake and then needs help finding the right number. Or it may simply be a fellow squadron member who interrupts your afternoon work flow because he or she needs your assistance. Regardless of your role on the McGuire team, you undoubtedly face numerous moments of truth each day. Our challenge is to recognize the moments and then take full advantage of them. So as we continue our preparation for the big Moment of Truth next June, let's not overlook the thousands of smaller moments that lay before us each day. It is through these moments that we can show that "Can Do" is truly an attitude and not just a motto. Together we can make McGuire the envy of the Air Force as, not only the premier Joint war-fighting base, but also, the best place to live and work. *Jan Carlzon, former president of Scandinavian Airlines, does a great job of capturing and illustrating this concept in his 1989 book "Moments of Truth."