The importance of a motto

Merriam-Webster defines motto as a short sentence or phrase that expresses a rule guiding the behavior of a person or group. It is a quick statement of purpose. It sets forth the guiding principles driving performance of the flight school, including staff, and customer expectations. It is a quick to comprehend statement that is expanded into a paragraph or longer mission statement.

A motto is important in motivating staff attitudes and molding the company culture. It makes a statement to your customers as to what you are about. It is a concise reminder of what you are about. Delta Air Lines had a motto in the 1980s was a great example for staff and customers: “We love to fly, and it shows.” That motto was a constant reminder of positive performance expectations.  Flight schools similarly need a simple motto that defines who you are and sets you apart from others in your business.

Aviation writer and flight instructor Rod Machado believes that the ultimate motto for a flight instructor is, “My job is to teach you to fly better than I do.” “Instructors who believe and live by this motto are less likely to act as though they have a greater interest in themselves than in their students,” Machado said in a 2005 Flight Training article.

“Learn to Fly Here” is not a motto. It is like the sign at the fish market, “Fresh Fish Sold Here.” It is obvious by sight, sound, and smell what you do. What is unique about your flight schools’ interest and ambitions in the flight training business? What one phrase would be a constant reminder to staff and customers of what you are about. A few mottos that have been found as examples are; “We train better pilots,” “Developing passionate professional pilots,” “Mastering aeronautical judgment and skill,” and “We treat you like family.”  All of those need a deeper explanation of a company mission statement, but all of them convey quickly thoughts of excellence

The motto isn’t just a slogan for advertising material. It should be a sign displayed in most rooms of your flight school. It is a constant reminder to staff and customers. Your positive and motivational motto is more important to your staff than directly to your customers. It makes a statement about your corporate expectations and culture.

Compliance with your company values should be a topic that is a part of every staff meeting. A universally understood motto is your common guidance for your business success. It is a tool to be used daily for constant and never-ending improvement. Ask everyone, “How are we doing on meeting the guidance of our motto?”

Ed Helmick has been a flight instructor since 1988. He formerly managed a flight school in Spanish Fork, Utah, as well as schools in Scottsdale, Arizona.