Written by George Mack • @george_mack
Lee Kuan Yew, the former leader of Singapore, had an unconventional yet profoundly insightful approach to immigration policy: he obsessed over the airport experience and the first few miles to the city. This might seem trivial, but Lee understood that this initial impression plays a critical role in shaping the perceptions of future citizens.
The airport experience is the first and last impression a location offers. This idea is well-known to stand-up comedians who stress the importance of opening and closing strong. Lee Kuan Yew applied this principle rigorously, frequently inspecting the cleanliness of toilets, the speed of immigration queues, and the efficiency of luggage handling at Singapore’s airport. He sought regular feedback on how to improve the drive from the airport to the city, ensuring that new visitors were immediately captivated by Singapore’s beauty.
This meticulous attention to detail helped transform Singapore from a third-world country into a first-world nation within a generation. Today, Singapore boasts a higher GDP per capita than its former imperial power, the United Kingdom. This remarkable economic ascent underscores the importance of creating an exceptional onboarding experience to attract talented immigrants.
As I arrived at Austin airport, trudging through three sweaty indoor parking lots to find my Uber, I couldn’t help but think Lee Kuan Yew wouldn’t approve. It highlighted a glaring gap in modern immigration policy: while there’s plenty of discussion about the rules and regulations surrounding immigration, there’s very little talk about the onboarding experiences for future citizens.
Countries should approach their onboarding experiences with the same fervor and precision that startups apply to their user onboarding. The first few moments in a new country can leave a lasting impression, influencing whether a talented individual decides to stay and contribute to their new community or look elsewhere.
Creating magic moments for new arrivals can have a significant impact. It’s not just about making a good first impression; it’s about setting a tone that resonates with the values and aspirations of a nation. An outstanding onboarding experience can instill a sense of belonging and admiration, encouraging new immigrants to envision a future within that country.
Imagine a scenario where arriving at an airport is not a stressful, sweaty ordeal but a seamless, enjoyable experience. Efficient services, friendly staff, and an aesthetically pleasing environment could be the norm rather than the exception. A well-maintained route from the airport to the city, adorned with scenic views and informative guides, could make newcomers feel welcomed and valued from the moment they step off the plane.
Such attention to detail may seem like a small part of the immigration equation, but it speaks volumes about a country’s commitment to hospitality and excellence. It signals to new arrivals that this is a place that values quality, care, and the well-being of its people.
In a world where nations are competing for the best and brightest minds, an exceptional onboarding experience could be the differentiator. It’s time for countries to reimagine their immigration policies, not just through the lens of regulation but through the experiences they offer to new citizens. By creating memorable, positive first impressions, nations can attract and retain the talented immigrants who will drive their future success.
