Google the term "below the line" and you will find a couple of popular definitions for this phrase. Wikipedia, always one of the first to jump in, gives us these two ideas in relation to the business world:
- Above the line (ATL), below the line (BTL), and through the Line (TTL), in organizational business and marketing communications, are advertising techniques. In a nutshell, while ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment.
- In feature-length narrative filmmaking, an imaginary line delineates those who have influence in the creative direction of a film's narrative from others who perform duties related to the film's physical production. Below-the-line is a term that refers to the list of individuals who perform the physical production of a given film, the post-production work and all of the related expenditures.
When it comes to business, this line is more tangible than it might seem. The minute you fall below that line, you are losing customers, credibility, productivity, team unity, and profit. You are destroying yourself, your relationships, and your business. Your business will never master its niche until you master the man or woman within.
To this end, ActionCOACH developed 14 Points of Culture that outline exactly what it is to be above or below the line. We hold our coaches, clients, and businesses to the highest standards of integrity, positivity, and energy. While maintaining a balance between consistent, relevant business systems and effective people practices, we cultivate a culture of abundance, gratitude, and success. Join the ActionCOACH community and lift yourself, your business, and everyone around you above the line. Watch the "I Am An ActionCOACH" video to get a taste of the community we are building as we seek the vision we uphold: "World Abundance Through Business Re-Education."
Get a coach - get your head above the rest - and get above the line.
I look forward to hearing from you very soon.