I took these photos (three versions of two pics) on June 12 on Prior Lake, Minn., with my iPhone and a little app called Camera+. The photo is nothing to write home about, frankly (you can see from the original, attached at the bottom), but with a few tweaks from the app’s editing features, I was able to turn it into something that isn’t half-bad, in my humble opinion.

What do you think? Do you prefer one over another?

I’m all for companies saving money to improve the bottom line. But there has to be a better way to cut expenses than forcing frustrated customers to call Bangalore, Mumbai or Wherever-the-Heck, India, for help.

Before I rant, a disclaimer: Yes, I know those folks in the call centers are just doing their jobs. I believe they actually want to be helpful and resolve my issues. They’re undoubtedly proud of their work and, to one degree or another, the companies for which they work.

The problem is they’re too detached from the actual problems we consumers face with the products and services they represent (being a couple oceans away and all), and they’re woefully unprepared (not their fault) to analyze problems outside the binder full of scripts on the desk in front of them (“have you tried plugging in the unit? Please plug it in now”). And, of course, there are the language barriers that often result in frustration on all sides as phone reps and customers struggle to understand one another. All that said, teaching Indian nationals to apologize for American companies’ shortcomings does not create a positive customer experience!

So back to my story.

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Ask anyone. I’m a broken record for aligning our corporate brand and strategy messaging at Best Buy – for trying to get communications, HR, marketing and everyone else who communicates brand and/or strategic intent to align around a single message (and while I’ve proposed messages, I’m not married to mine; I’m married to the notion that we need to have one and only one).

While some folks are no doubt sick of listening to me …

• Everyone I talk to agrees we’re misaligned and have many inconsistent, competing messages.
• Everyone I talk to agrees there’s incredible value in alignment.
• Everyone I talk to says it’s work we need to do.
• Everyone I talk to acknowledges we’re not very good at it.

BUT …

• Everyone I talk to says it’s difficult, counter-cultural work here at Best Buy. That said, we all nod knowingly, go back to our cubes and do the same old things – because while alignment on a single, clear compelling message is a good idea, it’s too tough to tackle. The people doing the messaging are going to protect their turf and won’t “play ball” because they don’t have to. So why bother?

Last year, we launched a “brand coalition” and invited various owners of brand-related communicators to come together to hash out issues, draft a single story and align our efforts. Passive aggressive. Disinterest. Fizzle. Crash. Burn. This company has always rewarded those who “do.” Doing thoughtfully hasn’t been a necessary piece of the equation.

The thing is, message misalignment makes it difficult to achieve our strategic goals; wastes the money spent to support competing, overlapping initiatives (in an environment where we’re constantly challenged to reduce SG&A expenses); and frustrates the heck out of customers and employees who haven’t already tuned us out.

So my questions are these:

• If we agree it’s a good idea, why not just do it?
• If we agree that we should do it, why not start now?
• If not now, when?