My Second Book

As noted by the title, tEE Coverhis post is meant to announce the forthcoming release of my second book, Endless Encores. It will be published by The Story Plant on September 22, 2015 in hardcover and as an eBook. Since that is still several months off and I have at times already mentioned the book is coming, let me come back to that in a moment.

I often get into the discussion of whether corporate mission statements matter.

I also wrestle with people on whether we are blowing hot air when we say we want to hire the very best talent we can.

Then there is the loaded question of whether bringing a true “change agent” into a company suggests an oxymoron.

The answer to all three of these questions for me is quite simple: It depends whether your answer is cursory or heartfelt, pat or authentic, expository or evangelistic.

You’re likely quite familiar with the expression Don’t Be Evil. It was the rallying cry of one of the most successful digital companies of our time in its offering prospectus. Here’s a tangent to that declaration I’d like to offer that can put to rest most questions around an empowering mission statement, talent that matters, and harnessing a change agent: Don’t Be Cynical. Today let’s call that DBC.

If you DBC when you speak to mission, you will find nothing more powerful to inspire people to do the best work of their careers. If you DBC when you speak to the impact of extraordinary talent, you will surround yourself with the real deal and reap the rewards. If you DBC when you identify a human change agent, you will open your doors to innovation and allow change to happen.

Fall back into corporate-speak on any of these borderline-highfalutin ideals, and you will suck all the life out of the room. No question. The spread between demoralization and inspiration is just that wide, but the line separating them is micropixel thin. Walk that line carefully. Fall to the wrong side of the balance beam and you lose; to the correct side, and you win.

That’s why I wrote Endless Encores.

What is cynical? Cynical is a poster in the lobby that reads “Our people are what we value most.” Then earnings are announced and miss expectations. Wall Street punishes your company’s stock. There is a layoff and a thousand people see that poster as they are walking out the door carrying boxes of work mementos.

What is DBC? DBC is the same lobby, same poster, but an announcement that because of a soft quarter, all senior management team members are deferring annual bonuses and taking a voluntary pay cut of 10% to cover the shortfall in earnings until the company regains growth momentum. No one walks out the door. The mementos stay on the desks. The boss holds a pizza party to reset the year’s goals. Everyone recommits to achieve growth together.

DBC can be extremely hard to master, mostly because we usually don’t set out to be cynical; we sadly roll ourselves into the muck tub. It’s great to say galvanizing words, but they inevitably have to be followed by felicity in our actions, and that’s when it becomes the greatest of all possible business challenges: to marry the power of intentions with the expectation of outcomes. Said another way: Can our delivered actions live up to our rousing words?

It’s not Utopian. It happens. It’s what matters. If you say it, mean it. If you mean it, do it.

Let’s make it harder. Can we do it consistently? Can we do it again and again? Can we have careers that span more than a single triumph, encompassing values that become us, delighting customers with outrageous excellence in good times and bad?

To invoke another catch phrase, Yes, We Can.

Speaking of catch phrases, if you’ve been following this blog for any amount of time, or even if this is your first visit, you’ll note in the blog’s description the words “People, Products, Profits—in that order.” Those are the business words I have tried to live by these last three decades, part rallying cry, part personal philosophy, part sanity meter. If you’ve worked with me you’ve heard those words way too many times and possibly even begun to repeat them. When I’m called to look at a creative company and I don’t see those words at play, they flow freely from my lips. There’s a reason. They work.

This book is about those words. It’s about how to have a career that matters, how to infuse those around you with passion, how to love your customers, how to innovate and reinvent without fear of failure, and how to avoid the trap of the one-hit wonder. That’s a lot to cover in so few words, and yet, the book is not a very long one (those who might have been concerned another volume like This Is Rage was on the way can breathe easy). Strangely, the book took me just as long to write, because as my wise editor, Lou Aronica, warned me in advance, writing simply about immensely complex ideas of discipline is no small trick. If you want to get people fired up about something that can change their lives without sounding like a soapbox pundit, you have to pick every word carefully, and that takes time.

Why condense a life’s learning into a book and share it with people I may never meet? I want you to succeed, over and over, and I know you can. I want you to understand why it will make you more productive to embrace the notion of DBC. I want you to master this framework, become a mentor, and pass on your good fortune to others. I want People, Products, Profits to be the worst-kept secret on the planet. I want you to take this little business parable, the story of Daphne and Paul, read it all the way through, and then keep it near your desk when you need a hit of pure oxygen.

You can repeat. You should repeat.

A few years ago I wrote a post called Dodging the Great Hits Graveyard. I had been at a Trans-Siberian Orchestra concert with my wife, sitting down front surrounded by fans who had come to hear the familiar tunes of their Christmas show. In the middle of the second set they stopped playing familiar tunes and introduced something completely new. There was an awkward pause, and it would have been easy to assume that the band had taken an immense risk and bit off a raw chunk of failure with the lost energy. Three years later, that song became the tent pole of a new album and tour, joyously celebrated by old fans as well as new. Somewhere in that window I knew I had to turn the fear of the new into a story of returning triumph, even if every triumph wouldn’t be a foregone conclusion. That’s when I knew I had to write about DBC. That’s when I knew I had to write Endless Encores.

I hope you’ll follow some of my recurring themes in the months leading up to publication, and once you have the book in your hands, please let me hear from you. Missions matter. Talent matters. Change agents matter. Don’t Be Cynical. Surround yourself with People, Products, Profits—in that order. You too can have a shot at a lifetime of repeat success, letting the moments of failure become learning opportunities, not endpoints.

Come meet Daphne and Paul. If innovation and reinvention are in your sights, their story might be your story. You can pre-order a copy of Endless Encores so it is sent to you on publication date. Below is an excerpt to give a sense of where this tale wants to take you. See you on the winning side of the balance beam.

♫ ♫ ♫

“Do you like music?” asked Daphne. “Contemporary bands, classic rock, pop tunes from various times?”

“Sure, of course,” said Paul. “Who doesn’t have a favorite band or two?”

“Those bands that are your favorites—did they have one or two hits, or a pretty decent run over the years?”

“You mean like the Eagles? The Rolling Stones? The Beatles? Obviously they had a string of hits, sometimes one after another.”

“How hard do you think it was for them to keep trying to top themselves?” asked Daphne.

“Hard,” conveyed Paul. “Very, very hard. In my business, hardly anyone repeats.”

“More like the one-hit wonders on the pop charts from the sixties, seventies, and eighties,” noted Daphne. “‘My Sharona.’ ‘Tainted Love.’ ‘Kung Fu Fighting.’ ‘Video Killed the Radio Star.’”

“You’re dating yourself a little,” chuckled Paul. “But yes, you nailed it. I don’t want to be a one-hit wonder. I don’t want to be like Friendster or Pet Rocks or the Cabbage Patch Kids. I want to make lots of hits, like you said, an endless series of hits. I want to be that guy. How do you make hits time after time after time?”

“A lot of us ask ourselves that question,” shared Daphne. “I wish I could tell you the answer. What I can tell you is that luck is not such a bad thing. It’s okay to embrace it.”

“Yeah, but can you repeat it?” asked Paul. “Can you make it happen again and again, predict it, make it repeatable?”

“From my experience, I think the best you can do is increase your odds. To build a career that allows for Endless Encores, you can never stand on your laurels. You have to be innovating all the time, not just when the clock is ticking against you. You do a little crowd pleasing with what they know, then a little thought leading by showing them something new.”

“It would be difficult to think about Endless Encores with a limited repertoire,” noted Paul.

“The only sure path to a limited repertoire is not to push yourself beyond the familiar. Your range is only gated by your courage to pursue the unknown, despite the doubters who relish the false safety of narrowing your path. You risk, you stretch, you can’t know what’s going to stick. No matter how much you know the familiar will carry you, you navigate the balance of old and new, constantly committing to reinvention. Repeat success is getting comfortable with the uncomfortable, knowing that luck will shine again, but never knowing when or how.”

Let’s Argue About Something

The way to read the title of this article is “Let’s Argue about Something,” with the emphasis on the final word—as opposed to Nothing.

But now for something completely different. Remember this bit from Monty Python’s Flying Circus:

MPFS ArgumentA: An argument is not the same as contradiction.

B: Well, it can be!

A: No, it can’t! An argument is a connected series of statements intended to establish a definite proposition.

B: No, it isn’t!

A: Yes, it is! It isn’t just contradiction.

B: Look, if I argue with you, I must take up a contrary position!

A: But it isn’t just saying, “No, it isn’t.”

B: Yes, it is!

A: No, it isn’t! Argument is an intellectual process. Contradiction is just the automatic gainsaying of anything the other person says.

B: No, it isn’t!

A: Yes, it is!

B: Not at all!

Excerpt from Argument Clinic, Copyright 1972 Python (Monty) Pictures. Here’s the full video clip on the official Monty Python YouTube Channel:

What’s my argument here? There are some things I am not going to argue about anymore.

I am not going to argue about whether global warming is real. It’s real, and it’s a problem we need to address. This is settled science. If you haven’t bought into the settlement, I am sorry for your inability to grasp facts.

I am not going to argue about basic vaccines and immunizations for preventable diseases like measles, mumps, and rubella. Unless your doctor specially tells you your child must opt out for a clear reason, I believe you have a moral obligation to your child and an ethical obligation to society to get this done as soon as practicable.

I am not going to argue about who has a right to marry whomever he or she may select (absent DNA concerns around family history). This is a civil right. Civil rights are inviolable.

I am not going to argue about evolution and natural selection. I am not going to argue about the age of the Earth or the number of years human beings have been inhabiting it. I am also not going to argue that the science here is incompatible with religion, because many of the distinguished scientists who have proven these case studies have been profoundly religious people who aligned their faith with their findings. I have. I believe you can, too. If you don’t, I am not going to argue the point. It, too, is settled.

Why no more argument from me here? Because there is no point. These are not arguments. We have data at more than sufficient scale to make the findings. Thus these become matters of contradiction. If we don’t agree, there is nothing you can say to me to get me to change my mind, and I know there is nothing I can say to you to change your mind. Remember, for a few centuries now we no longer debate whether the Earth is flat or the sun revolves around it—there was plenty enough data collected to make those arguments moot. Likewise on the other referenced topics. I am moving on.

Want to argue? Cool, then let’s focus on subjectivity.

I will argue with you about tax policy—who should pay and how much. That’s a great argument to have.

I will argue with you about allocation options within the federal budget—entitlements,  debt, defense, infrastructure, social programs—we can have a great debate about that! If it turns into an argument, maybe we’ll learn from each other as long as we both commit to 50% talking and 50% listening.

I will argue with you about which wars can be justified, and which wars can’t. Yes, I think that is subjective, and people do change their minds about this over time.

I will argue with you about whether there will ever be a band as magnificent and important as the Beatles, whether Beethoven is a better composer than Mozart, and whether I am missing the point entirely on Katy Perry.

Essentially I will argue with you about any subject where I think by investing the time, passion, and energy, at least one of us might come away with even a slightly altered point of view. If I can learn from you by hearing you construct a reasonable case, I am open to it. If you can learn from me by believing there is a possibility I could construct a reasonable case, I will share it with you. I will spend as long with you on the argument as we both deem it interesting. Should we continue to disagree at the conclusion, as long as you have not lambasted me with an ad hominem attack, I promise to respect your opinion, however wrong you may be. Yet if you sneak back into emotional ideology that is not grounded in reason or supported assessment, I won’t argue with you again. Lucky you.

Now the ground rules. I promise to read widely about subjects of interest and study them before I subject you to my argument. I expect that you will do the same. If you don’t read much or challenge your own thinking before you subject me to it, let’s not bother. We can only do each other some good if we do ourselves some good as well. That means preparation. That means readiness. That means a serious consideration of the point at hand. That means caring enough to study and be well versed on a topic before passionately expressing a strident point of view. It worked in college. It will work in the real world.

Don’t like the rules? No worries. We don’t have to argue at all. I know lots of people who like these rules. I learn from those people every day. They make me a better person because they care about ideas. I trust them to stretch my mind and to prompt me to reconsider anything that can be reconsidered.

No, they don’t.

Yes, they do.

Are you contradicting me or seeking an argument?

Let me know before we engage.

What Should You Study to Be More Valuable in the Workforce?

webucatorWith so much recent talk and public debate about education as our path to prosperity, I was asked recently by a career training program what I believed were some key areas of focus students should pursue to assure job readiness. While I hardly consider myself a subject matter expert in this complex arena, the question certainly got me thinking about what I am looking for when I hire or when I recommend people for open positions. Here are three items I hope are obvious, but unfortunately may not be obvious enough.

Critical Thinking: These two words are so overused and misunderstood they are becoming clichés even before they are broadly adopted in practice. When I advocate critical thinking, I am talking about the ability to apply abstraction to a real-world problem, wrestle with the alternatives and implications in abstraction, and then synthesize the relevant tangents to a firm set of hypotheses that can be tested against the original problem. Here’s an example: Suppose the sales on your company’s website are trending poorly after a period of hyper growth and you are tasked with attacking the problem. The first thing I want you to do is abstract the problem, noting all the possible reasons sales could be down from seasonality to price to competition to product selection—you name it, the variables are endless. Now I want you to challenge your own reasoning against every one of those possibilities as they might apply in other real-word scenarios that are similar to yet somewhat different from your own business, whether it’s storefront sales or online sales in a different industry segment. Next I want you to narrow the possibilities to a set of concepts you can test so you are not boiling the ocean for an answer. Then of course I want you to act, where acting means collecting data that proves or disproves your hypotheses so you can make a recommendation. Studying math, science, philosophy, or the arts can help you learn critical thinking, but I promise you when you enter the workplace, the number of people you find who are really good at this will always be too few. That’s an opportunity for you to shine!

Fast Iteration: Coming directly down the path from critical thinking is fast iteration. What this means is that after you abstract a problem, you don’t have an endless amount of time to serve up your practical solution—competition is always coming at you without pause. You may have heard the phrase, “fail fast, fail often.” This is a mantra of Silicon Valley culture, where failure is often encouraged if it results in learning that can be applied. Fast iteration means framing a rough solution for a problem, testing it in application, reading the data and interpreting it quickly, and then putting a new version of your solution to test that incorporates the results of your prior test. Sometimes you’ll hear this referred to as A/B testing or multivariate testing. This is a fancy way of saying take something that sort of works, make a change of one kind or another, send some of your customers to the original version and others to the new version and see which one performs better. Then take the knowledge of what performs better and repeat the cycle, with a champion version of the work being the best one you have and the challenger being one where changes are being made. This cycle continues endlessly, and the faster you can make changes and test new assumptions, the faster you will make continual progress. Want to know what you should learn from science labs like chemistry and physics? Learn this method of inquiry. It can help you sell shoes, put rockets into outer space, cure disease, or make better ice cream.

Results-Driven Teamwork: This one flows nicely from fast iteration. I don’t care if you are the smartest person in the room if you can’t work well with others. Even if you are the smartest person in the room, you still can’t get things done as quickly as a small team of people who are all reasonably smart. We used to time people playing a really difficult computer game that would take the average person about 40 hours to solve alone. Two people could solve it together in about 25 hours. Three people could solve it in about 10 hours. Four people could solve it in about 3 hours. Funny enough, adding more than four people created diminishing returns, which also brings its own learning. The point is there is exponential leverage in putting teams against projects to work together by exchanging ideas and challenging each other’s thinking to move at lightning speed past dead ends and serve up new ideas that can be vetted and recalculated with extraordinary results. Most complicated challenges in the workplace today are broken down and resolved by individuals sharing ideas and refining plans, not so much resolving design by committee as building consensus through collaboration. Software engineering is a good example of this, as libraries can be compiled from contributors all over the world, many of whom you might never meet in person. You can learn this skill participating in team sports, playing in an orchestra, performing in a play, or being on the debate team—anywhere you have to be great at what you are doing, but the whole result is beyond what you could do on your own. That’s today’s workplace, a collection of specialized talents interacting as an empowered collective.

Obviously this is not meant to be a comprehensive framework for anyone’s curriculum, but I think if you embrace concepts like these, you will put yourself on a path to being a lifelong learner. Make no mistake: If you want to be successful, learning only begins in school. What you most need to learn from formal instruction is how to continue your learning on the job and off the job. If you learn how to learn again and again, your core skills will never become obsolete because you will be continually replenishing them year after year. Remember also the intangible values and qualities you bring into the workforce are as or more important than your learned skills. Think resilience, perseverance, integrity, flexibility, openness, honesty, and a positive attitude. More than a prestigious diploma, what you need to take from school is the ability to think on your feet, work well with others, embrace nonstop change, and never consider your learning mission complete.

Everyday Innovation

You don’t have to be an entrepreneur to be an innovator. Becoming a startup CEO may not be your thing, but changing the world is always within your reach.

There is a frenzy of late among those longing to lead business startups, and that is exciting. Entrepreneurs are a special breed, and while the successful ones are rare, no one really knows who is going to be successful in advance. Naysayers will tell you what you can’t do, and only you can prove them wrong.

When we talk about innovation, that undoubtedly points to entrepreneurs, but I’d like to think it not exclusive to them. Innovation is a process where creativity is harnessed, often galvanized through the building of momentum and the sharing of a vision. Often a new project or the reinvention of a product type begins with very few people involved, perhaps only one. The idea is refined and vetted, resources are added, more people get onboard, a consensus around a feature set emerges, and eventually it comes to be owned by a team. If you’ve ever been a part of this kind of team, you know how invigorating the process can be.

A subset of this process is the highly competitive world of funded startup companies, and that is a different beast entirely. In a quite insightful op-ed in the Wall Street Journal about the trials and tribulations of Uber, Andy Kessler recently noted the sometimes seething nature of a startup CEO who makes it through the hurdle of significant investment in their ambitions to excavate a gold mine:

Hubris becomes an asset. Startup CEOs are always saying the goal is to “suck the oxygen out of the room” of their competitors. Success requires a certain bravado. That should be encouraged, but most entrepreneurs have no idea when to turn it off.

There’s nothing wrong with being competitive, embracing ambition, and wanting to do the impossible. Does the goal of that have to be the annihilation of those who currently populate a market segment? Maybe because it’s the holidays, I wonder how that thinking aligns with Give Peace a Chance, but I think you can change the world without an ethos of leveling good chunks of it.

It is important to our economy and financial well-being that new companies are constantly born, that creative destruction replaces old opportunities with new ones. It is also limiting to evaluate innovation on this metric alone. If the only creativity that receives our highest praise is the moonshot IPO or breathtaking acquisition multiple, perhaps we send a difficult message to our colleagues and children that commercial success is the most important success. Do we really believe that it is somehow less noble to be part of reinvention that is not about clubbing a competitor over the head and walking away with his or her bounty?

Innovator's DilemmaMuch has been written around the concept of disruption, where traditional ways of doing things are derailed in almost unbelievably short periods of time. We saw it happen with music and video, where digital media disrupted the business model of selling and renting physical media. We’re seeing it happen with the news business, most recently evidenced at The New Republic, where the economics of professional journalism are colliding with the realities of recovering its cost. Disruptors are a very real force as author Clayton Christensen so clearly taught us in his landmark book The Innovator’s Dilemma, but is it an end unto itself? What if someone doesn’t want to be a war-declaring disruptor?

There are all kinds of ways to define admirable innovation. Truth be told, very few of us are going to draft a business plan and schlep from angel to venture to institutional investors with an all-or-nothing mentality. If that’s not you but you still feel a hunger to join the reinvention movement, here are seven concrete ways you can embrace innovation right now:

  1. Give Yourself a Stealth Performance Review: Secretly write down exactly how you think you are doing at work. Be as candid as possible. Conclude with a set of recommendations for improvement. Pick one. Do it.
  2. Ask Your Boss for a Problem: Walk in and say, “How can I take a burden off your back? Give me something on your to-do list that is important but you don’t have time to do. Let’s brainstorm it together.” Always remember that every problem is an opportunity.
  3. Clarify Your Brand Promise: If you don’t know what your company stands for, ask someone in senior management for some evangelism around your company’s brand. Then look at the work you are doing every day. Does it align with the brand promise? If not, what tweaks can you make to your daily tasks to bring you personally more in line with your company’s expressed mission?
  4. Help a Non-Profit: Find an organization near you whose values and mission you embrace. Contact someone there in a leadership capacity. Tell them you want to help and what skills you have to offer. Ask them what is on their plate that isn’t being addressed. Address it.
  5. Fix Your Personal Budget: Develop a formal income statement for yourself or your family. Write down all sources of revenue and expenses. Look for areas where money is leaking out that needn’t be. Plug the holes. Get your credit under control. If you have longer-term needs, create a formal plan for getting there.
  6. Get a Hobby: Right, you don’t have the time. Yet a hobby allows you to abstract so many of your daily thoughts and tie back that problem solving to your everyday responsibilities. Plant a garden, bake, follow a sports team, adopt a pet. Don’t think of it as a diversion, think of it as a commitment to lifelong learning and self-improvement. Push yourself to approach it slightly differently from those already doing it.
  7. Coach a Friend: Look around your circle of acquaintances for someone who might be struggling a little. Offer to be a coach or mentor for the next six to twelve months. Ask nothing in return. I promise you the ideas that will emerge from your discussions will be as valuable to your personal growth as they are to the friend. Ideas and energy compound when shared. You may forget who is coaching whom.

Startups can be cool, but all innovation does not require a startup environment. Creativity is a process that leads to all kinds of new stuff, and it also exhausts dead ends around stuff not worth doing or not ready to be done. Instead of making a hollow new year’s resolution, pick a path to one of the above suggestions or come up with your own idea for reinventing the world around you. Everyday Innovation is there for the taking. Go make change happen, and I’ll see you at the starting gate!

Dreaming and Doing

Some people focus on dreaming. Some focus on doing. The ones who find a way to bridge the gap make change happen. Every once in a while, as Steve Jobs would say, they put a dent in the universe.

Many people elicit feedback. A few of them take something away from that feedback and apply it to what they are dreaming and doing. Yet too many solicit the feedback and then bat it away, a check mark on their roadmap to convince themselves they are not building in isolation. They have no interest in taking their vision to another level if it means wandering a bit from a too rigidly determined path.

The combination of dreaming and doing creates the flint and steel of innovation. Without both the status quo rules.

The combination of listening and interpreting is what hones an idea and an action plan, shaping and molding it into a viable product.

Walt-Disney-2Walt Disney said, “If you can dream it, you can do it.” For decades I’ve been trying to decipher what he really meant by this. What I do know is that this calling is aspirational. It is incredibly difficult to meet this challenge. Walt defines a promise, then delivers the promise. This has taught me that when I make a promise to customers, I must be fully committed to delivering on that promise. If I allow a gap to remain between dreaming and doing, the dream becomes cynical. Failure is okay if it’s part of the path of learning, but a cynical promise is never okay. That’s when words become hollow, and customers abandon a brand.

Recently on a cross-country flight I saw the movie Jobs.  I don’t know if it’s a great movie, but it did remind me clearly of Steve’s near maniacal obsession with perfection, with making excellence a reality, with getting everything right. That’s a standard that will surely break the mediocre and inspire those who want to be inspired. He was a dreamer, he was a doer. In his own weird way, he was also a listener. You had to listen closely to hear where he was hearing, but Steve was always listening.

Walt Disney was always listening as well. He would sit in the center courtyard at Disneyland and listen to the people around him. He never stopped dreaming. He never stopped doing. He never stopped listening,

Over the past few years I have worked with several emerging companies, to help them craft and realize their articulated strategies. I have seen magnificent dreams get stuck either because they were too unformed to realize or because the dialogue around the table became stunted by poor interchange. When you travel a great deal and interact with a wide range of customers, you begin to see the difference between actual listening and pretending to listen. You also see the results—who is gaining ground and who is stuck at the table. In my observation, the people stuck at the table might still be dreaming instead of doing because they are not listening.

As a team grows, the voices on that team expand, none more important than the voice of the customer. Does that mean a powerful vision should be diluted into compromise so everyone’s voice is incorporated? Of course not! I have written about that many times before, secure in my belief that product development is not democratic. A big idea is almost always pure, and consensus is not the same as compromise. Yet I have also sat in the room when the small spark needed for bringing dreaming into doing was snuffed out time and again. No matter how many times it was said, it was not heard. Thick heads prevailed. The status quo ruled. An ordinary idea was dressed up as something extraordinary only to be exposed as counterfeit when stared down by paying customers.

The bigger the dream, the harder it is to get it right.  Listening, editing, sifting through, and interpreting feedback is your path. That’s how you build engagement. That’s how you build momentum. That’s how you build loyalty.

Big dreams are rallying cries; small dreams are not. Incremental dreams do not put a dent in the universe. Dreams that overcome entrenched hierarchies fire up those around you and fire up your customers. The fire starts with a spark. The spark? Listening.

Business is pragmatic. Say what you are going to do and then do it, otherwise your brand promise will be empty and your customers will abandon you.

Dream big, but understand that once you share a dream, you must be committed to bringing it to life.  That is a dream worth dreaming, worth fighting for, worth sacrificing for, worth celebrating.  Hold people accountable for their role in the dream and cause them to own a share in its success.  That is a much more worthy endeavor than just doing a job.

And listen.

The end of each year is a great time for personal reflection. What can you do next year that you weren’t able to do this year? Are you dreaming it or doing it? And as you embark on doing it, make a point of listening to those you need to hear. Then make the hard calls, just like Steve Jobs, just like Walt Disney.

The Art of the Winback

Last month I wrote a post called How to Lose a Customer for Life for Ten Bucks. I received a lot of feedback, mostly private and positive, but some people didn’t understand my point. I have no interest in punishing a business that lets me down. I simply choose to redirect my business to someone who wants it more. I applaud entrepreneurs at every level, but first and foremost, my mantra of “People, Products, Profits—in that order” is not directed exclusively toward the People who run the business. It extends to the customers who are served by the business, the suppliers and partners who support the business, and even the investors who champion the business. The People part of business is unending, complex, fascinating, and a noble bedrock on which to establish competitive advantage.

Dilbert Customer ServiceNowhere is this more true than in the discipline and practice of customer service. My key point in the tale of enforcing restaurant corkage as specified by company policy despite customer confusion was not that the restaurant owner had upset and lost me as a customer by not showing concern for my concern. It was that he had willingly tossed into the incinerator an opportunity to bond me as a customer forever, future cost of acquisition priced at zero.

This is the takeaway that matters: Any botched moment in a transaction is a moment of truth, a distinct fork in the road that will lead you to one of two places, separated or hitched. Mess-ups are good. Mess-ups are big-ticket fountains of light. A momentary instance of failure is the single best opportunity a business will ever have to connect with a customer’s conviction. Understanding that a boo-boo is not a lethal wound is as simple as knowing that almost anything gone wrong unintentionally and without malice opens the door to a celebrated winback.

When something goes wrong, you have a unique opportunity presented to you on a platter. This is opportunity you can’t create intentionally in good faith; it happens when things go astray in a way you hadn’t planned. When something goes boom, you can lose your customer or you can save your customer. They are likely both forever choices. You get to decide. You just have to make that decision on the spot, quickly and correctly.

The error can be your friend if the winback is always what you keep top of mind. Do it right, reach beyond the customer’s expectations, they’ll be back again and again. It works every time.

You just bought your child an ice cream cone from a local vendor in the park. Your child takes a bite and drops the cone on the ground, eyes already beginning to tear. The vendor can offer up a free replacement before you ask, or else charge you for another one. Of course the free one hurts his pocketbook. Which choice makes him the hero you always come back to find?

You arrive at your hotel room late at night and discover the bed is not made. You’re tired, perturbed, and frankly a bit shocked. You call down to the front desk, not exactly joyful. The attendant at the front desk sees no other rooms available on par with yours, leaving the options of sending up a housekeeper or upgrading you to a suite. It’s a busy time of year and the attendant is pretty sure he can sell the suite in the next hour at triple the discount price you paid. What’s the attendant’s best move?

You pick up a half-dozen shirts from the dry cleaner. Your favorite one has been returned with frayed cuffs. The owner has seen this shirt come through more than a few times, and everyone knows that laundering can be harsh on pressed cotton. You complain that this was your favorite shirt and you really hadn’t sent it to the cleaner that many times, although maybe you had. The owner can delete the cost of cleaning that shirt, offer not to charge you for that order, or offer you the replacement cost of the shirt. What will serve you and the owner best?

What is at stake here is nothing less than the lifetime value of your customer. In any one of these cases, the customer might refuse the act of good will and make due, but your kind offer is unlikely to be forgotten or undervalued. If the customer does take you up on your generosity, you might have invested in ten times or a hundred times the business. All three of these examples are real for me, not the exact circumstances, but close enough. As a result, I make a point of where I buy ice cream, which hotel chain I favor, and which dry cleaner gets my laundry bag every single week. Honestly, I can’t remember whether I took their offer or not, but I remember the point of failure, I remember the response attitude, and I now am as loyal a customer as I could ever be, way more so than if the failure had never occurred. The winback is that powerful. It makes bad into good, good into great, temporal into forever. No advertising can do that, no coupon can do that, no promotion can do that. Only a person can do that by making a smart choice that is authentic and heartfelt.

Are there awful customers who will take advantage of merchants and service providers? Of course there are. As I said in my prior article, the customer is not always right. Sometimes a truly miserable customer will force the point of failure to see what goodies will come, even lie about the unmade bed to sneak a free upgrade. Yes, there are good customers and there are bad customers. Decide which one you’re dealing with and act accordingly. My experience is that if you worry less about whether there is a charade before you and more about the immeasurable value of the winback opportunity, the bucket of winback business will fully offset the times you get beat for your graciousness.

Good business starts at the front lines, where those who interact with customers are meeting their true boss. All the small things we can do to make businesses better at any touchpoint can add longevity and prosperity to the enterprise. It’s that kind of creativity I most encourage when a winback is at hand.

Go on, get out there, and start winning ‘em back! Reach way out. It’s worth the stretch.

How to Make a Family Happen

Volunteering and serving on non-profit boards has been an integral part of my life. For the past 14 years I have been deeply involved with Hathaway-Sycamores Child and Family Services, which is one of the most expansive agencies serving  Los Angeles County. Hathaway-Sycamores will impact the lives of more than 8500 children this year through 26 innovative programs, from residential care and counseling for youth at risk to foster family placements and permanent adoptions.

Our signature fundraising event each year is called Celebrating Children. We invite all our wonderful donors and sponsors to this gathering in the fall, and for the second year we have held it in the Stadium Club at Dodger Stadium when the Dodgers play an away-game. I am the event chair as well as the MC, which gives me the privilege of working closely with our dedicated staff all year-long to bring friends together in a room filled with love. We broadcast the game on a multitude of monitors and invite a retired Dodger Great to join us. This year we welcomed the legendary Ron Cey to talk a little about his career and a lot about how the Dodgers are also rooted in community service. We then honor one  or two of our supporters with our highest service award, and this year that went to my dear friends, Annsley and George Strong, longtime contributors of their time, money, and vision to the kids and families of Southern California.

All that is wonderful, but it’s not what I really wanted to post just now. We held the event earlier this week, and as we do each year we made a short video that shows a bit of our work. This year we focused on foster care and adoption. We called this story: “How to Make a Family Happen.” The words I write will never do the mission or impact of this work justice, so please have a look:

The Gutierrez and Puccia families who appear in this video were with us at the event, and there were not a lot of dry eyes in the house. They are examples of what happens when individuals decide in their own way to make a forever family happen. These stories are powerful, and they are just two of the miracles we can help make real, to bring a touch of hope and light to a troubled world. If you want to support the kind of work exemplified here, please visit our website.

Please share this video with anyone whose life you think it might touch. There is so much work we can do to improve our communities, and it all begins with local stories of caring and success.

Together, we can make families happen.