CMA’s One Word for 2022

Over the past four years, we have chosen a word for the year that has guided us in many intentional and unintentional ways. The words that have guided us started with OWN, then DRIVE, then COURAGE, and finally in 2021, it was SYNERGIZE.

Each of these words, while only one word, has been meaningful in the growth of CMA. We have focused over the last five years in particular on creating an ownership mentality across our entire organization – sharing responsibility, sharing ownership and sharing success. Drive was an easy one… how do we tie together the essence of what we do to a mission that is bigger than selling and servicing cars? We figured that out with Moving Lives Forward, launched in early 2019. Our drive is created from an important place from within that is bigger than any individual, more than just selling a car today, but in making a difference through transportation in the lives of our associates, our customers and our community.

Together we studied the Infinite Game in late 2019, which led to our word for 2020, Courage. Originally, I knew that we needed courage after having a record year in 2018 to not just keep doing what we have always done. We needed the courage to fully embrace our mission and vision and integrate it into every decision we made. We needed the courage to take calculated risks, the courage to build one team, and the courage to be better today than we were yesterday even when yesterday was pretty darn good. We need to have the courage to change what was not broken.

Then things broke. Who knew that COVID 19 would break out 2 months into the year when we had selected the word Courage as our word for the year? We needed Courage more than ever to make decisions based on the core values of our company, to do what was right even in the face of adversity, the courage to know when to push and when to hug, and the courage and confidence to know that we would together not only survive but thrive.

Based on the fact that we did this, our word last year as Synergize. It was clear after 2020 that when we work as one team, we are exponentially stronger.

So on to 2022. How many of you used the word Essential in your everyday language prior to COVID? I sure didn’t. From the moment COVID hit, we fought hard to be designated an Essential business in order to keep our doors open, keep our associates employed, and to keep our customers served.

As I have studied the word essential and what it means to CMA, it brought me to what this next year is all about. What essential means is most important: Absolutely necessary.

As an industry, we were designated ESSENTIAL and fought hard to keep our doors open when many businesses were required to close down.

As this word became an everyday part of our life, it really got me thinking as to what being essential really means and what is essential to our company for the future.

Our business and our industry are going to exist another 97 years if we are valued and seen as a trusted partner and an essential business to our customers. Legislation, franchise laws, OEMs, Vendors, exciting product – they are not going to be what keeps us thriving. Being essential to our customers, being their trusted partner in the future of their transportation needs, is what will lead our business in the future. And the way that we become truly essential starts with you.

Your personal leadership, your contribution to strengthening the CMA brand and reputation, your focus on elevating the customer experience in all areas, your commitment to training and development, your support of our philanthropy and sustainability initiatives, and ultimately, your execution in delivering results are all important.

Over the last 20+ years in this industry, the industry that I love, that I have poured my life into, where I have tried to tackle everything at the same time, one small but mighty tip that I have learned over the past year and a half is:

Everything matters. BUT everything doesn’t matter equally.

Different areas of life, of your business, of your team, will be more essential or take a higher priority in different seasons.

This past year and a half, what was essential in life may have changed for you, for your team, and for our customers. The most important areas for us to focus on in our dealerships may have adjusted.

When you study Essentialism, you learn that essentialism isn’t doing more in less time. It means doing the right things at the right time and not getting distracted by non-essential work, by drama, by too many fire drills.

Our CMA word for 2022 is Essential. I ask that each of you dig deep and identify where it is most essential for you to improve in order to be the best version of yourself. What is most essential for you to learn so that you can fulfill your role and responsibilities to CMA, to your family, and to yourself? Make sure that every single day that the one essential area is prioritized on your calendar and in your day. We can’t do everything and be everything to everyone all at once. Identify what is essential right now. Learn it, improve it, contribute it, change it. Then identify the next essential need.

Let’s make deep, solid commitments to what it takes to be our best, to serve our best and be essential to all of those who need us most. Moving Lives Forward!