If things aren’t clicking in your business, make this your biggest priority

Try these four ways to strengthen your connection to your frontlines

Time and time again, I see companies succeed when they prioritize a strong connection to the frontlines of their business.

Of course, your high-level strategies matter—deeply! But if you don’t have your finger on the pulse of the frontlines, you won’t know which strategies to prioritize. That’s because the real work of your organization happens in the moments when employees are working directly with customers.

I’ve been thinking about this as I’ve read your wonderful comments on this post, where I shared my thoughts about The Home Depot’s recent decision to once again require corporate workers to take shifts in retail stores.

By working with customers directly and spending time on the floor, those team members will find a fresh source of innovation—not to mention empathy for associates. It may be exactly what The Home Depot needs to shake up its recent lackluster earnings reports.

There’s just no substitute for firsthand experience in those crucial moments when cash hits the drawer. So today I want to dig even deeper into how you can strengthen the way you support and connect with the frontlines of your business.

If you want to revitalize your organization, boost sales, and re-engage team members, these five strategies will get your wheels turning.

1. Do the work

If you want a stronger connection with the front line, be willing to do the jobs you’re asking them to do.

Lead by example, roll up your sleeves, and jump in! In my time at Yum! Brands, I spent time learning the day-to-day work of breading chicken at KFC, kneading dough at Pizza Hut, and assembling tacos at Taco Bell.

This strategy is exactly what The Home Depot is doing, and there’s a reason it makes the top of the list!

When you get hands-on, you don’t just learn the job. You also understand the job’s challenges in a way you just can’t from an office chair.

Even better, it underscores the responsibility you have as a leader to support your team and remove whatever roadblocks they face.

2. Eliminate communication barriers

Nothing stifles connection like layers of communication, and they tend to build up between leaders and those they serve.

Marvin Ellison, CEO of Lowe’s, works hard to break down those barriers and stay connected.

Every week, he sends a message to the entire company, touching on highlights and celebrating wins. Then, he hosts a monthly town hall where his associates can ask him anything. It’s unscripted, authentic, and it keeps the whole company in sync. And if that weren’t enough, he also hands out his email address, where he sees and handles each message personally.

When communication flows freely, insights from the frontline reach you faster—and that’s where the real value lies.

3. Ask key questions and listen

Sometimes, you’ve just got to ask—and really listen.

Former Potbelly CEO Aylwin Lewis is all about what he calls a “frontline orientation.” He made time for regular site visits, where he chatted with store team members and asked three key questions:

Why do you work here?
What do you like about working here?
What do you not like about working here?

They’re simple questions, but they open up real conversations. These answers told him exactly what his frontline teams needed to thrive.

If you’re only using site visits to share your talking points and find issues, then you’re missing a massive opportunity!

Instead, ask thoughtful questions and listen. You’ll bring new ideas to light and build a workplace culture where everyone feels heard.

4. Cut extraneous processes

When you strip away unnecessary red tape in your frontline interactions, your team is free to focus on delivering great customer experiences.

Processes are important, but too many can hold your team back. Kendra Scott, founder of Kendra Scott jewelry, empowers her team members with a simple philosophy: “Give your employees the power to please your customers.”

Instead of a massive customer service handbook, they use “The Sister Rule.” It’s simple: when it comes to customer issues, just do whatever you’d do for your own sister. This empowers her team to think on their feet and create real connections with customers—without ever having to “go get the manager.”

Plus, here’s a fun bonus: that kind of trust and freedom will make your team members feel valued and supported, too.

As AutoZone’s Executive Chairman and former CEO Bill Rhodes says, “if you don't know what's going on at the frontline, you don't know what's going on.”

And he’s spot on. When you’re close to the people on the ground, you’re better prepared to connect, innovate, and adapt. These four ideas aren’t just strategies—they’re a new way to lead.

Give them a try, and I’m confident your whole organization will be stronger and more agile.

How can you strengthen your connection to your frontlines? What an you do personally to invest more time and energy in these all-important spaces, and how can you encourage your other team members to do the same?

I’d love to hear from you. Tell me how you stay connected to the real work of your business and how it’s helped you as a leader! Leave a comment and let’s have a conversation!

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