“Why?”… the most powerful technique

sales/marketing.branding
sales/marketing.branding

I came across this book while shopping on Audible.com. I read the description and realized I do not need to read the book. Rather, I should have written it or, at least, a chapter about it in a larger treatise about management or leadership. As the sales trainer/manager/executive of a large multinational corporation, I had the task of instructing not only the neophytes of the medical sales game, but also the ‘about to be ‘canned” salespeople. It became obvious that the successful were separated from the ‘failures’ by one main ingredient…”Why”! There were numerous books/audio tapes/videos about goal setting and planning, blah, blah, blah to fill libraries but not one about “Why”. In other words, all other motivational techniques were focused on “What” as opposed to “Why”. Corporations, leaders, managers all focused on “What” was to be accomplished while not examining the “Why”.

Hence I began an earnest program of encouraging sales staff to focus on “Why” they were doing their jobs rather than the “What”. Goals, plans, objectives, outcomes took a back seat to “Why’ they were selling. Whether it was too express themselves in a profession they loved; help others to solve problems in their lives, jobs or careers, or just to provide a great living for their families; those that understood “Why’ they got up out of bed in the morning were far more motivated and successful than those driven by “What”. You see, “Why” is the answer to “What is your purpose?” And purpose is a far greater motivator than ‘plan’ or objective. Clearly, if you were to oppose an opponent driven by an objective rather than a ‘mission’, your chances of victory are far greater. It is quite easy to dissuade or discourage someone from an objective or plan (the ‘What’) rather than someone obsessed with a ‘Why’. That is the reason, it is almost impossible to defeat someone intent on a mission- whatever it is; rather than someone who is simply focused on a ‘What’ with no REASON behind it.

So, whether your ‘mission’ is professionally, family, or personally driven, if you want to succeed by yourself or through others, you had better start focusing on the ‘Why’ of it all.

Conscious Capitalism

John-Mackey
Another book that ‘found’ me! Along with all the great thinkers and ‘futurists’, Mackey (founder, CEO, Whole Foods) purports his Captialist ‘Manifesto’: It will be impossible for a company/organization/entrepreneur/individual to survive in the New Millennium without acknowledging, fostering, and promoting its/his/her ‘stakeholders’. Those unfamiliar with the term and quickly brought up to date by Mackey. They are not just your clients but rather a spectrum of ‘units’ that have a stake in your organization/enterprise. Everything from clients to your local community. A sample would look like this: customers, shareholders, investors, employees, local and federal governments, suppliers, etc. Anyone and anything that holds a ‘stake’ in the life of your organization.

He takes a healthy, holistic an realistic  look at the current economic scene and environment. As a ‘conscious entrepreneur’ he understands the interconnectedness of  everything (cosmically and economically). The scene moves from one of ‘dog eat dog’ competition to support,co-operation and interdependence. Co-marketing, partnering, sharing, awareness and support are the new tools of success. In the new arena of the digital/internet age he sets the guidelines for success and sustainability. Ironically, he is dedicated not only to organic foods but organic business.

Throughout the work, he emphasizes the essential role the entrepreneur plays and will play in ‘conscious capitalism Whether it is a multinational corporation or  mom and pop store, entrepreneurs are the new ‘movers and shakers’ of the new age.

If you don’t align with ‘Conscious Capitalism’ one may be choosing the way of an entrepreneurial dinosaur.