As we prepare for Christmas once again, I settled down to re-watch a real seasonal classic over the weekend – Frank Capra’s 1946 film It’s a Wonderful Life. It is a film many of us will be familiar with, but revisiting it this year, I was struck by just how relevant its themes feel for leaders, organisations and service professionals today. The film is a true lesson in personal sacrifice, community relationships, and leadership in challenging times – and the positive, long-lasting impact these can have on individuals, organisations and society as a whole.
It tells the story of George Bailey, a kind-hearted man who sacrifices his dreams to run his family’s small bank, the Bailey Brothers Building and Loan. Throughout the film, George leads the Building and Loan with integrity, a service ethos and a commitment to the community in which it operates, standing by the people of Bedford Falls in their times of need.
While sometimes imperceptible in the moment, this has a long-lasting impact on the community and builds trust, loyalty and strong relationships over time. Without wanting to give the ending away, his sacrifice over many years doesn’t go unnoticed, and stands George in good stead when the bank runs into difficulty itself.
The importance of doing the right thing, even when times are tough
Through his approach to business, and service in particular, George Bailey unknowingly influences the lives of his customers, demonstrating the true power of ethical leadership.
What’s particularly powerful is his commitment to his family, community and the purpose of his business, even as he is weighed down by everyday stresses and strains, and hostile competition from less scrupulous rivals.
The resilience and ethical commitment demonstrated by George Bailey are hallmarks of great service leadership. Like George Bailey, service leaders must maintain high standards, putting the customer and colleagues at the centre of what they do and making sure they deliver excellent service despite trying and challenging times behind the scenes.
This message applies when you’re simply having a bad day or in the most severe scenarios, when service leaders are faced with major crises.
Customer service as a driver for a fairer society, and for long-term growth and prosperity
The Building & Loan is also an excellent demonstration of purpose in action, an understanding of customer needs, and the importance of doing the right thing.
Most importantly for service leaders, the business understands its purpose – to improve access to high quality housing for the community – and the importance of meeting customers where they are, with dignity, respect and empathy.
Small gestures, like the housewarming gift which George presents to the Martini family when they move into a new home through finance provided by the Building & Loan, go a long way to demonstrate this, showing that he is on their side and ‘gets’ them.
Crucially, the film also shows the wider societal impact of good service. By enabling families to access secure housing, the Building and Loan contributes to shared prosperity and a thriving community.
The ROI of service
In a sense, the film is the ultimate demonstration of the ROI of service, in terms of reputation, brand loyalty and the lifetime value of the customer.
As we have seen in 2025, that customer loyalty can be crucial in difficult times. A key reason why M&S was able to weather this year’s cyber-attack relatively well was the customer loyalty it had built up over time, through years of excellent service. When the Building & Loan suffers a more old-fashioned kind of robbery, George’s years of service leadership are repaid when his customers rally round him.
So, in the spirit of Christmas, and the spirit of Service, I would urge you to add this film to your Christmas watching as a true classic. As we look ahead to 2026, it offers a timely reminder of why service matters, and how values-led leadership, ethical decision-making and a clear sense of purpose can make a lasting difference.
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