In many ways, it was a lot like the way many organizations to which you belong operate. Everyone had individual goals. The kids wanted to run, get on all the rides and scream and shout. The parents wanted to feed the kids between visits with Mickey Mouse and Goofy. The grandparents just wanted to find a bench where they could sit and enjoy the spectacle. All different goals, sometimes conflicting, sometimes coinciding, but managing to merge into one overriding vision, a vision that every one of us wanted fulfilled. We wanted the kids to have a magical time. That's why we were there. We all wanted to provide an experience for those two little boys that they would never forget. If we could do that and still meet our individual goals it would be worth all the time and money spent.
Organizations are like that.
Leadership must set an overriding vision, and them make it crystal clear to everyone in that organization. Once that's done, the next step is to help everyone achieve their own individual goals without losing sight of the overall vision.
The leaders at Disney World have certainly done that. Their overriding vision is simple, "Every Guest Will Be Entertained All the Time". Whether walking down the road at Epcot, dining in one of the many restaurants or living it up at one of their hotels, you are being entertained by Disney employees. Not just "treated well", not just "served". Every guest is entertained because the employees are more than that, they are each a cast member. And each cast member is on stage, all the time.
Most of the people that work at Disney World want to be actors. They are fulfilling their own goals while at the same time fulfilling the overriding vision of their employer. It's a perfect match.
What about your organization? What is the overriding vision? Please don't answer with, "to make a lot of money". That's a result of that vision. Every organization, for profit or not, must make enough money to stay in business. But, that's not the vision. The vision encompasses what you plan to do in order to ensure you're a success. It could be:
Become the number on choice for all your customers...or
Make a product or deliver a service, so well, that your customers will brag about you...Now, how do your individual goals fit in with that overriding vision? Is there a match? Are you getting what you want?
If you are not getting what you want, you are probably unhappy, you might be treating customers poorly and it's possible you are doing yourself and your organization a disservice. If you are getting what you want, then it's a win-win situation. You, your customers and your organization all win.
Taking employees to market is like taking kids to Disney World. Make the goals of the employees fit within the organization's overriding vision and you'll shake hands with the Mickey Mouse of profit and glory!