Business Results - It's All in the Mix
BY Mike Foti
Are your sales and profits where you want them? Are your people
developing the innovative products and processes to get you to the next level,
to win in the marketplace, or maybe just to get your numbers in the black?
Growth is often a byproduct of new perspectives - a new approach to common
problems - matching your products to customer needs. It used to be said "if you
do what you did, you'll get what you got." In today's world "if you do what you
did, you'll get less than you got!" Want improved results? Then mix it
up. How you might ask. Consider 3 vital components:
- The Right People Mix
- The Right Market Match
- The Right Style (Don't Use Your Parents' Leadership Approach)
Step 1 - The Right People Mix
"Our people are our biggest asset." This statement is total B.S. - 95% of the
time! If you're really living this you've not only hired competent people with
similar values, but you have people who are willing, able, and encouraged to (as
Jim Rome would say) have a "take" - an opinion that possibly does not match
yours! They can look different (have a earring or tattoo and call people
dudes, be of a different race or sexual orientation), occasionally act different
(they may enjoy working odd hours and work more creatively by taking a stroll
than sitting at a desk), and occasionally be seen as a royal pain in the back
end. In short, these people are often seen as "different."
Why is a different "mix of people" good for business?
- New perspectives spur growth - Breakthrough ideas come from seeing things
"oddly" - seeing things in different ways than others around you. Can your
business grow if there is only one way of thinking in your business (or if
others are afraid to really tell you what they think)?
- You'll invite your people to challenge "that's how its done around here" -
Your experience is your friend and enemy. I remember an intern that had been
with our organization for 2 weeks asking us why our office was so
inefficiently configured. When we didn't have a good answer for him, we got
his thoughts and ended up moving things around -improving our work-flow and
saving money.
How can you mix it up to improve results?
- Look around - Does everyone around look like you? Do people around you nod
in agreement and then not deliver results? Challenge yourself to hire and
include people with similar values but different viewpoints, talents, and
possibly even looks - people who will test the status quo.
- Call in a new mix - Are the same "executives" always gathered around the
decision-making table? Maybe "executivitis" has stunted innovation! Include
young talent with good ideas who may be lacking in political correctness - who
are not afraid to shake things up. A bottle full of Jolt may be just what the
doctor ordered for a sleepy business.
Step 2 : The Right Market Match
Markets today are not mass markets. We talk in segments, niches, and targets.
Your budget requires you to focus for success. The mix is getting more mixed. So
how can you leverage mix for market results?
- Put your mix next to your customer's mix - Buyers want to see
"themselves" in your people, in your product literature, in your promotional
fliers. If your target markets are African-Americans and Asians are they
represented in your company? In your promotional materials? Why not? Analyze
your demographic mix compared to your customers. Find the gaps. Fill the gaps
with competent, challenging, and excited people in your targeted demographic
group (this is not about quotas, it's about getting results with your
customers!). Hire and include only excellent people while consciously
considering demographics.
- Get out - Mingle with your customers to get their viewpoints. Ever
see a marketing "staff" that never gets out of the office. I have - they're
lousy! Write down 3 specific ways you can spend more time with your targeted
customers.
- Work with vendors with similar values - Do your vendors share your
beliefs about integrity, fairness, and diversity? If they don't, either (a)
have an up-front conversation about what they must do to meet your
expectations or (b) put in the effort to find competent, high-values vendors
and fire your current supplier. Put your money where philosophy is!
Step 3: The Right Style (Don't Use Your Parents Leadership Approach)
My father taught me a ton while he was alive, but let's face it - the world is
moving
much too quickly to lead by the same methods as even 5 years ago. I'm sure if my
father was living today he would say, "Michael you can either make change, or
have
change happen to you - either lead or be a victim - what do you choose?"
What does effective leadership look like in you're "mixed-up" world? Consider:
- One size does not fit all - You've got Venus, you've got Mars. You've got
young, you've got old. You've got white, black, Latino, Asian, and even
Italian (I had to throw that in). Can you effectively communicate with all
these groups? If not, catch up with some business buzz-word books on
"emotional intelligence" and "productive conflict." My two favorites - "Primal
Leadership" by Richard Boyatsis and Annie McKee and "The Five Temptations of a
CEO" by Patrick Lencioni (yes - Italians do like to read books by others
Italians).
- Remember the Price is Right and "Come on down, you're the next
contestant!" - Bob Barker enthusiastically called new contestants down to
price the items and win valuable prizes. You need to follow Bob's advice and
draw in "new contestants" who can earn (not win) valuable prizes in your
business. Include new people on critical projects where they can earn valuable
prizes (such as new experiences, challenges, and $ in their pockets). Be
enthusiastic about their involvement - challenge them to push the status quo -
measure results and reward performance.
Conclusion
In the end it's all about results. Mix can be the vital lubricant to achieve
business results; but mix requires courage. The courage to have the right people
mix, the courage to match your market and courage to adapt your leadership
approach. Do you have the courage to start on your "new mix?"
If you would like to have Mike speak to your group consider the following
programs:
"How to Create and Inspire a Winning Team"
"Leading from the Trench"
If you want to get Mike's insights on this topic in one on one sessions
click here.
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Mike Foti is Chief Executive Officer of Cleveland Glass Block (a
Northcoast 99 recipient for best employers in Northeast Ohio and a Community
Pillar Award winner for community service) and President of Leadership Builders.
Mike is a national speaker, writer, and consultant who helps individuals and
companies get results through people. To ask Mike how he might help you, or to
receive his free tips and leadership articles, call 216-531-6085 or visit his
web site at
www.leadershipbuilders.com.
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