Guests gaze in amazement as the Disney parade passes by. They cheer the bands, the floats and those world-famous Disney characters. What they barely notice is the aftermath: a trashy mess. Trash is not magical. But the clean-up is. That magic comes from cast members like these.

This snap, taken in Walt Disney World's Magic Kingdom, captures the moment immediately after the parade. With thousands of people lined up hours in advance to see a parade, the streets become totally trashed. These Custodial cast members are flooding the zone on clean-up duty. Within minutes, the area was pristine again.

In Disney's world, the CONTEXT of the delivery communicates a message about the delivery itself. It's hard to believe in magic with trash under foot! A lesser organization would have scheduled less Custodial help; allowed the area to be cleaned up slowly; or left the clean-up to an after-hours crew. Not the Mouse. Not when magic is at stake.

What about your organization? Do you think about the CONTEXT within which your service is offered? Do you know what message your environment sends? And, if you know what that message is, is it in concert with what you promise your customers? If not, why not.