Just start working

If you want to work with someone, or for someone, people falsely believe that they have to ask for permission.  That they need approval to start  working with those who inspire them. The opposite is true and if we really want to work for someone, then all we need to do is start working for them. Start being a resource and creating value to what they do. It’s probably the best way to end up doing business with someone. To prove your capability, to demonstrate effort and to do it without asking for anything in return in the first instance. To be the resource.

I recently happened upon a great example of it. Aspiring advertising graduates went right ahead and did that for Tesla Motors. Here’s an advertisement they created below.

[youtube=http://www.youtube.com/watch?v=KKbRAazkiWc]

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The interesting thing is that it got a all the way to Elon Musk.

Screen Shot 2014-03-22 at 3.22.00 pm

Just think about it, they’d never be able to get a meeting with him, to pitch an idea for an advertisement (mind you Tesla does not do any traditional advertising and does’t really need it – which is what happens when you make great products). But the lesson here is a vintage case of modern day bootstrapping. If we have resources at our disposal for connection and creativity, there’s nothing stopping us from using them. It’s those who create first without asking for anything who win respect and future opportunity.

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The successful company lie

When anyone is looking for a new job, the company they worked for starts to matter more than ever. Society seems to have a default position to want to employ people who come from big name companies. When assessing potential employees the first thing we look at is where they have worked before. The thinking being that if they have worked for a successful company, then they are part of that success. A contributor, someone who knows how to win, someone who has already been vetted, if you will. But what if the opposite of that was true?

What if this employee from the successful company was hiding inside the deep and wide corporate infrastructure?

What is this employee was riding the wave of the hard work already done by those who came before them?

What if they were claiming the work of projects with a zillion participants?

What if they were better at internal company politics, than actually creating any true market value?

What if they never had the freedom of independent decisions and never actually did anything, and but worse, never made any mistakes either?

When we start to ask some of the question above (and there are many more) we start to see how flawed the ‘successful company mantra’ is. In real terms they’re the easiest place to ride career coat tails. Maybe we should instead be looking for people who’ve worked at crappy companies with poor reputations. Those struggling to stay alive, the fringe dwellers, or even those that failed. The irony is not lost on me that startup land reveres and respects failure, as a key learning mechanism, yet recruiters only ever what to employ people who came from a stable of success.

We need to think back to some of the best lessons we’ve had in our lives. Forget the corporate crap for a second and just consider the art of learning. We’ll find that mistakes are key. That when the scars run deep so do the lessons. When things go very wrong, we vow never to do it again and have the personal experience to know when to change course. We know the warning signs and what to look for. We spot the problems much quicker. Surely the same is true for where we work. We’ve all had superiors who just don’t get it. Bad bosses who taught us more about leadership than the good folk we worked for. And we’ve all seen ‘what not to do’ by working somewhere that consistently stuffs things up.

Success breads success? Well I’ve worked in some of the worlds most successful companies, I can tell you that they are often still filled with chickens, they are never an eagles only zone. Mind you, with size everything mathematically gravitates towards average – eventually. It’s a physical fact. So the larger the organisation, by definition the larger number of average employees it has. The real question isn’t if large company X has a better calibre employee than small company Y, the real question is what filter bubbles are we letting hide great people from us?

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Trade Secrets

Once upon a time simple forms of industry knowledge were a significant competitive advantage. The little things we knew about our industry from working in it mattered. We had to earn expertise over long periods, and the release of that expertise to prospective customers. We traded in trade secrets. But now those days are coming to a close.

In a market where anyone can know anything about an industry (from the worlds experts) with just a few key strokes, then we need change our view on what creates an advantage. Knowledge of products, prices, places, who does what and who owns what are all knowable. We are quickly approaching a market of perfect information. And when everyone can know everything, and prices quickly level out, the only thing left is trust. And a great way to build trust is by sharing trade secrets. By being generous with our knowledge well before we want to do business with anyone. We need to share what we know so others can navigate the market and reduce their risk.

When it finally comes down to doing business, customers have a much higher probability of trusting those who gave them the most trust first.

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Better questions

I recently met someone at a conference I was speaking at. Afterwards we exchanged some emails on a new project he was working on. He needed a developer, but was nervous about sharing his idea with anyone. After I assured him that there is rarely currency in ideas, and having them stolen was a low risk, I offered to connect him with my development team. Which from my talk, he would’ve known they were overseas. He sent back an email which said:

Where are they based?

This was my response:

Based overseas…. Moldova to be precise. I’m sensing that might by why you asked…. 

Here’s a some better questions:

  • How good are there?
  • Are they trust worthy?
  • What do they cost?
  • How do I connect with them?

Often our perception makes us ask questions which are for the large part irrelevant.

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How a new brand can gain trust

This post by Seth Godin got me thinking about how to generate trust when we are a new brand or startup on the block. Here is what I think:

Building trust is simple. Create stories by doing things which exceed expectations. One customer at a time. When we do it, they share their good fortune to have done business with us. Trust never comes from the brand owner, but the interactions with the brand recipients. They then deliver that trust to others who buy the brand off them metaphorically. Thought they’d get X and they got X+1. They tell people about their win. We win by being generous.

Startup blog says: Generosity is the fulcrum of trust.

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A bit is gold

In the super terrific web series Comedians in cars getting coffee, Jerry Seinfeld (the host) was asked what he thinks has more value in comedy:

A funny story which is suitable for talk show

or

A small bit more suited to a stand up session

Jerry had an unequivocal answer. He said; ‘A bit is gold’. He went on to say it was superior in every way to a longer piece that requires more explanation, and that’s why you leave long stories for the talk show. The gold bits need to be left for the stage – where it really matters. It’s in this episode we can hear Jerry tell the tale.

It’s the same when it comes to marketing copy or web copy or pitching for a startup. There’s a temptation to not want to leave anything important out. To give all the details so the person can work out the important bit about the project. In some ways it is a form of justification of what we’re doing. A basic fear of the simple. Almost as if we are short changing the audience if we give them less. The ironic thing is that we almost always want less. When it comes to branding and marketing, just like comedy – sound bites are gold. They are customer winning, they are pitch winning and they are life winning. The longer story is inferior.

The added beauty of the soundbite is that the receiver creates the longer version. So soundbites work harder with more people. They tell themselves whatever story they want to from there. They add the layers they want according to their perception.  The sound bite is the seed, and the recipient is the soil.

Organise the worlds information

Change the world 140 characters at a time

A computer on every desk in every home

Yes we can

If people can remember our soundbites, that’s all they need to know.

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Do make the same mistake twice

This is a favourite saying of companies pretty much everyone whose ever given advice about anything. But as we know, advice is a form of nostalgia,  and while nostalgia can conjure important and worthy emotions, it’s not something to live a life by. Personally I believe that encouraging anyone to not make the same mistake twice is bad advice. Any skill I’ve mastered, which was worth mastering  involved me making the same mistake over and over again. Repeating the error until I had got it entirely out of my system.

A better version of this advice is as follows: Making the same mistake is fine, so long as you are making it on purpose.

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