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An Introduction To The Broken Windows Theory Of Business

When is a dirty bathroom a broken window?No,				We don't even necessarily
that's not a riddle. It's a question that
could today be at the				patronize those companies that fix their
				broken windows, if the less
core of a business's success or
failure.Answer that question correctly				attentive one is in a more convenient
				location or has a slightly lower
and use that answer as a beacon, and your
business could dominate its				price.That's not to say we are all to blame
				when a company has
competition indefinitely.Ignore the solution
to the puzzle, and you				broken windows and doesn't fix them, but it
				does mean we all bear
will be condemning your business to failure
in a very short period of				some responsibility to stand up for what we
				actually want and have
time.The "broken windows" theory, first put
forth by criminologist				every right to expect out of a company to
				which we're giving our hard-earned
James Q. Wilson and George L. Kelling in a
piece called "Broken				money.In a capitalist society, we can assume
				that a company
Windows" in the Atlantic Monthly magazine in
March 1982, explains				that wants to succeed will do its best to
				fulfill the desired of its
what a broken window is in criminal justice
terms.But the brilliance				consuming public.If the company sees sales
				slipping but doesn't have
of that theory goes much further than one
interpretation. It can and				data from consumers as to what made them
				decrease their spending on
should be applied to business, too, and it
can make a critical				a retail level, the company will not
				necessarily know what to fix.Still,
difference- if American businesses will				corporations and even small businesses that
simply take the time and have				don't notice

the courage to notice.When Wilson and				and repair their broken windows should not
Kelling first unveiled the theory, the idea				simply be forgiven
of
				because their consumers didn't make enough
concentrating on seemingly petty criminal				of a fuss.It is the
acts like graffiti or purse
				responsibility of the business to tend to
snatching seemed absurd: How would a				its own house.The owner of a
crackdown on jaywalking lead
				Starbucks franchise who decides that
to a decrease in murders?The broken windows				revenues are at a healthy level,
theory states that something as small and
				such that he or she can put off painting the
innocuous as a broken window does in fact				store for another year, is
send a signal to those who
				asking for trouble:Yes, things are fine now,
pass by every day. If it is left broken, the				but when the paint is
owner of the building isn't
				faded and peeling and consumers are no
paying attention or doesn't care.That means				longer getting the experience
more serious
				they've come to expect, it will be too late
infractions...theft,				to fix things with, literally, a

defacement, violent crime- might be condoned				fresh coat of paint.The time to repair
in this area as				broken windows is the minute

well.At best, it signals that no one is				they occur.It's better, however, to prevent
watching.This is the heart of the broken				such smashed panes of glass to
windows theory: Wilson and
				begin with.This book will examine the
Kelling write that "social psychologists and				origins of broken windows into
police officers tend to
				two purposes in mind. First, we will see how
agree that if a window in a building is				the small things that can snowball into
broken and is left unrepaired, all
				large problems develop so we can best
the rest of the windows will soon be				illustrate how to
broken."Why?Because
				repair the damage once it's been done.But it
the				is equally important to

message being sent out by a broken window-				see how these things happen so that a smart
the perception it invites is				business owner can make

that the owner of this building and the				sure to prevent them at- or before- the very
people of the community				first sign of trouble.If you

around it don't care if this window is				have a policy to paint the store every year,
broken:They have given up, and				you'll never have to worry

anarchy reigns here.Do as you will, because				about whether this was the year you waited
nobody cares.Wilson and Kelling suggested				too long.In order to best understand how the
that a "broken window"- any				broken windows theory

small indication that something is amiss and				relates to business, it's important to
not being repaired- can				examine the original theory- as it

lead to much larger problems.It sends				related to criminal activity- in some
signals, they said, that the bad				detail. Because of the brilliant

guys are in charge here; no one cares about				thinking of Wilson and Kelling, "Broken
maintaining some kind of				Windows" illustrated a

order, and anyone who wishes to take				serious societal problem that was going
advantage of that situation				unnoticed, and helped turn

would be unopposed.It leads to lawlessness,				around some of the country's largest cities
a kind of anarchy by				(including the largest of all)

neglect."Just as physicians now recognize				by paying attention to detail.It began with
the importance of fostering				a program in New Jersey in the mid 1970s. The

health rather than simply treating illness,				Safe and Clean Neighborhoods Program was
so the police- and the rest of				meant to improve the

us- ought to recognize the importance of				quality of life in twenty-eight Garden State
maintaining, intact,				cities, and it was to do so,

communities without broken windows," wrote				in part, by increasing the number of police
Wilson and Kelling.Years later, Wilson told				officers on foot patrol,
me that the idea behind the broken
				rather than in patrol cars. Police chiefs,
windows theory "had to do with the				Wilson says today, felt that
responsibility of the police to take
				such a move was not likely to lower crime
seriously small signs of disorder because				levels, "and the police
people were afraid of
				chiefs were right: They didn't have an
disorder, and there was a chance disorder				effect on crime rates. But they
could lead to more serious
				did have an effect- and in my view, a
crime."Still, critics of the theory greeted				powerful effect- on how people
it with skepticism, believing
				felt about their communities and their
that attention to small infractions would				willingness to use it, suggesting
necessarily would necessarily
				that fear of disorder was as important as
decrease the amount of attention that could				fear of crime."Indeed, as Wilson and Kelling
be devoted to much more				wrote in the Atlantic, "residents

serious crimes.The same objection, in				of the foot-patrolled neighborhoods seemed
slightly less genteel verbiage, was				to feel more secure than

raised when Rudolph Giuliani, the newly				persons in other areas, tended to believe
elected mayor of New York				that crime had been reduced,

City in 1994, announced his intention to				and seemed to take fewer steps to protect
eliminate graffiti on subway				themselves from crime

cars and move the hookers and pimps out of				(staying at home with the doors locked, for
Times Square, to make				example).Moreover,

Manhattan more "family-friendly."Critics				citizens in the foot-patrol areas had a more
practically laughed in				favorable opinion than did

Giuliani's face, intimating that the "law				those living elsewhere."What does this all
and order" mayor- who had				mean to business?It's not likely that having

been elected based largely on his experience				police officers walk the aisles of a
as a U.S. attorney for the				Wal-Mart store will increase sales.

New York area- was dealing with the small				But it was the perception that something was
crimes because he knew he				being done to increase

couldn't contain the larger ones.They were				order that made the difference for the
proved wrong.Giuliani and his new police				people living in these New

commissioner, William Bratton, believed that				Jersey cities.In a business (as we'll
if they sent out clear				discuss in detail through out this book), the
				broken windows
signals to criminals, and to New York's
citizenry generally, that a				can be literal or metaphorical.Sometimes a

"zero tolerance" policy would be applied to				broken window really is a broken window, and
all crime in the city, the				a new pane of glass

result would be a safer, cleaner city.And				needs to be installed as quickly as
the statistics bore them out:				possible. Most of the time, however,

Over the following years, the numbers of				broken windows are the little details, the
murders, assaults, robberies,				tiny flaws, the overlooked

and other violent crimes all went down				minutiae, that signal much larger problems
dramatically.And it had all				either already in place or

started with graffiti on subway cars.I can				about to become reality.We'll examine
hear you asking, "What does that have to do				companies- huge ones, household names- that
with my
				have failed to notice and repair their
business? It's all about crime and				broken windows and have
criminals."That same theory is applicable to
the world of business.				suffered greatly for it.We'll also look at
				those that have made it a
If the restroom at the local Burger King is
out of toilet paper, it				priority to attend to every potentially
				broken window and ordered
signals that management isn't paying
attention to the needs of its				plenty of replacement panes to make quick,
				seamless repairs.The
clientele. That could lead the consumer to
conclude that food at this				lessons learned will be many, and varied,
				and they will have happy,
restaurant might not be prepared adequately,
that there might be health				and not-so-happy endings.Sometimes companies
				that deserve to be
risks in coming here, or that the entire
chain of fast food out outlets				rebuked for their laziness will go
				unpunished, but other times there
simply doesn't care about its
customers.Given that scenario, it is not a				will be retribution at the hands of the
stretch of the imagination but in				public, which shows exactly

fact a point of logic to conclude that the				what happens when you give people what they
broken windows theory				don't want.What the public wants more than
				anything else is to feel that
should be applied to business, as it was to
the problems of crime in				the business- retail or service-oriented,
				consumer or business-to-business-
urban areas.Certainly, the perception of the
average consumer is a				that work for them care about what they
				want.Consumers
vital part of every business, and if a
retailer, service provider, or				are looking for businesses that anticipate
				and fulfill their needs and do
corporation is sending out signals that its
approach is lackadaisical, its				so in a way that makes it clear the business
				understand the consumer's
methods halfhearted, and its execution
indifferent, the business in				needs or wants and is doing its best to see
				them satisfied.Broken windows indicate to the
question could suffer severe- and in some				consumer that the business
cases, irreparable- losses.This book is about
broken windows in business: how they				doesn't care- either that it is so poorly
				run it can't possibly keep up
happen, why they happen, why they are
ignored, and the fatal				with its obligations or that it has become
				so oversize and arrogant that
consequences that can result from their
being allowed to go				it no longer cares about its core consumer.
				Either of these impressions
unchecked.It is meant as a cautionary tale,
a primer, a road map, a				can be deadly to a business, and we'll see
				examples of both as we
manifesto, and a salute to those companies
that fix their broken				proceed.If you run a business, and you truly
				believe that little things
windows promptly.It will explore not only
specific examples of				don't make a difference, you really should
				read this book- it may save
broken windows, how they occurred, and what
their long-term results				your business.If you don't run a business
				but would like to, this can be
were but also the culture that creates an
environment in which				the road map to your success. IF you're
				merely interested in business
windows are broken and left unfixed.I
believe that small things make a huge				and wonder why one succeeds where a very
difference in business.The messy condiment				similar one fails, perhaps
area at a fast food restaurant may lead
				the examples contained here might help
consumers to believe the company as a whole				answer that question for you.But it can't be
doesn't care about				overemphasized that tiny details- the
				smaller,
cleanliness, and therefore the food itself
might be in question.Indifferent help at the				the more important- can indeed make a
counter in an upscale clothing store-even if				tremendous difference in a
just
				business's success or failure.Sometimes,
one clerk- can signal to the consumer that				yes, a company can make a
perhaps standards here
				huge mistake (the whole New Coke thing was
aren't as high as they might be (or used to				less a broken window
be).An employee at the gas
				than a neutron bomb placed dead center on
station who wears a T-shirt with an				corporate headquarters),
offensive slogan can certainly
				but often, even those are foreshadowed by
cause some customers to switch brands of				the little things that go, alas,
gasoline and lose an
				unnoticed.A broken window can be a sloppy
enormous company those customers for				counter, a poorly located
life.But that's only the tip of the iceberg.
I think we as a society				sale item, a randomly organized menu, or an
				employee with a bad
have fostered and encouraged broken windows
in our business by				attitude.It can be physical, like a faded,
				flaking paint job, or symbolic,
standing by and letting them happen. If the
waiter at a local chain				like a policy that requires consumers to pay
				for customer service.When the waiter at a
restaurant is impolite, or even merely				Chinese restaurant is named Billy Bob, that's
complacent, about our order, we				a

chalk it up to a bad day, one employee in				broken window.When a call for help
one outlet of a large chain,				assembling a bicycle results in a

and we don't send a letter to management or				twenty-minute hold on the phone (playing the
the corporate level.Even				same music over and

if we do change brands of gasoline after				over), that's a broken window. When a
seeing an attendant in an				consumer asks why she can't

offensive T-shirt, we do not write or e-mail				return her blouse at the counter and it
the president of the oil				told, "Because that's the rule,"

company to alert him to the problem.We are				that is a broken window.They're
enablers to window				everywhere.Except at the really sharp
				businesses.Read on.
breakers in every aspect of every business.

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