Practical Tips On Customer Acquisition During A Recession

business partnership concept. Multiple exposure...getty

Leading a company in a recession requires grit, perseverance, and determination coupled with IQ/EQ and real time problem solving skills. As boards look to coach their CEOs and executive leadership teams, I share a few practical / actionable ideas along with a philosophy and approach for consideration:

In times of great uncertainty, it is very important for CEOs and leadership teams to be present, in person, in front of employees. I believe it is valuable that the CEO is spending a very significant amount of time sharing the vision for the future with employees across geographies and regions.

Layoffs / financial austerity and restructuring are part of the tools many companies will use. Employees need the reassurance they are part of the go forward team. Employees need to hear the vision and what to expect going forward as the CEO shares the plan and more importantly on the EQ soft side, galvanizes the company around the company’s mission and creates cultural connectedness.

In these difficult times, employees look for positive points of reassurance. Recognize your employees who are high performing in these difficult times. Employees want to know they are appreciated, valued and that as they tighten their belts and lean in to do the really hard work of getting through this difficult cycle.

Find ways to celebrate and recognize incremental small achievements as well as big ones. Perhaps there is a new product feature being released, or a metric being achieved. Think about how you can more regularly celebrate the team’s achievement and recognize your top performers.

On the practical side, creating morale and esprit de corps is key. Having regular all-hands meetings as well as out in the field in person meetings is very impactful. Think of how you engaged with your team in the early days of Covid.

You may also consider, are there any inspirational motivational outside speakers that can be part of a rotation on all hand’s meetings. At Wynn Resorts WYNN -1.8% the company created deeply emotive and powerful internal videos celebrating the Wynn culture.

These videos were very effective, and they showed the wide range of diverse people and diverse roles and functions across the organization capturing the individuals authentic and genuine feelings creating a esprit de corps reinforcing what is special about your culture. Perhaps there are similar video artifacts you can create.

Employee engagement is key to getting through this tough cycle. Look at delegating some authority to managers and look at giving them a budget so they can give small recognition awards to their team members. Small things can range from hats, gift cards etc., but delegating the authority to the manager and giving them a budget is very effective.

Not everyone on the team has the skills, background and resilience to handle both the growth cycle and the current recession cycle. You may need to make the hard choices of who is not going to make it through the recession cycle. You need the team members who are motivated for the long term and fired up to go through this tough time.

You may want to ask management to review the employees with the lens of who are the right people for this cycle and to make the hard call of who will not make it early. Another important thing to ask your CEO and leadership team is to identify the top performers who really “move the needle”.

This would be a time to lock them in with differentiated equity and long-term incentives. Those that are your most important “life boat picks,” should be rewarded and retained in a differentiated way.

Customer Acquisition:

When looking at functional groups in the company in a recessionary cycle, one of the learnings that is often cited from other downturns is the importance of customer acquisition and retention. I think it is worth doing a very deep dive on some of the actual very small tactical things that the best sales leaders like Steve Benson have identified:

It is valuable to look at how you would forward plan the challenges your CRO CRO -3% and sales team will be facing in this bad economy, here are some examples from the software industry:

1. Great leaders face a crises and look reality in the eye. In times of great change you need to be action oriented and get an accurate picture of what challenges you think your company will face. Build a plan. Have a positive outlook, involve the team and be transparent about the action plan going forward. Identify your most successful reps and find out their customized playbook they are using. They have figured out how to crack the code. Make that rep the hero and teach those behaviors across the organization.

2. Sales leadership must be very close to every deal and be sure it is getting to the key decision makers. Sales leadership often will need to come in and assist to get the big deals closed.

3. Sales reps will need coaching in the down economy. There are new skills you need to help the team acquire. Assess if your sales leader is spending at least 50% of their time coaching the teams and doing in person joint calls.

4. Maniacally looking at the lead generation and qualified leads in all three sections of the funnel are key. (Understand if your deals are stalling at the middle of the funnel or at the end).

5. Buyers will negotiate tougher terms. Deals may get stuck and not close. It will be important to qualify if the buyer is actually authorized to go forward or if there is a companywide freeze. Deep focus on the sales operations and forecast KPIs so you are sure deals are really progressing to close.

6. Decide if you should change your commission plan. In this time of duress do you want to compensate on revenue, or do you want to compensate on margin? Historically in the software industry reps are paid on revenue. Do you want to consider paying them on profit / margin?

7. Look at upskilling your sales organization on negotiating and retrain the sales organization to sell the benefits of the solution. Plan ahead to defend your margins.

8. Your competitors may well become desperate and do significantly deeper discounting. Some companies will be under such duress they may liquidate inventory. Expect that there will be pressure to give away free consulting or other valuable products/services steal your customers.

In an ideal world you would hope to do one very deep layoff rather than multiple cuts. Given that this recession is new and uncharted for many companies you may be going through the pain of more than one cut. The board should consider the wisdom of encouraging management to do the tough planning to aim for one big cut and to try to avoid doing many frequent small cuts.

I hope reading this list has spurred you to your own tactical learnings and experiences. Think about applying this tactical lens to other functional areas and distilling down the most specific tactical decisions that can be made to move the company from its peacetime growth at all costs cycle to a wartime cash conversation profitability footing.

There is a lot of wisdom your friends, colleagues and board members who have been through cycles can share.

Think about allocating time in your next board meeting for a discussion about what learnings each board member has to contribute having lived through different recessionary cycles. You’ll energize your board by asking them to engage. You’ll be surprised by the vibrancy of the discussion as everyone collaborates to help iterate on which experiences and learnings are most appropriate for your company.

I am a 3-time CEO, serial entrepreneur & Founder of Baja Ventures. I cofounded Technology, CPG and Energy Companies. I am an operational executive leading companies

Source: Practical Tips On Customer Acquisition During A Recession

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Related contents:

“From Customer Management to Customer Engagement”. Forbes. Retrieved 29 December 2016.“Power Great Customer Experiences Across Digital Channels”. Retrieved 29 December 2016.

“Data Is The Fuel Of Customer Engagement”. Forbes. Retrieved 29 December 2016.Customer engagement interview with Richard Sedley by Dave Chaffey 29 April 2007, smartinsights.com,Smart Insights (Marketing Intelligence) Ltd.

Advertising Industry ‘Turned On’ by New Measurement Model Archived 2007-04-01 at the Wayback Machine The Advertising Research Foundation. 21 March 2006

“Marketers Mulling ARF’s ‘Engagement’ Definition”. ClickZ.com. 2010-07-14. Archived from the original on October 13, 2007.

Blueprint for Consumer-Centric Holistic Measurement World Federation of Advertisers wfanet.org Archived September 27, 2007, at the Wayback MachineVohra, Anupama; Bhardwaj, Neha (2016-01-01).

A Conceptual Presentation of Customer Engagement in the context of Social Media – An Emerging Market Perspective”. 4 (1).Fan, Xiaojun; Ning, Nanxi; Deng, Nianqi (2020-03-19).

The impact of the quality of intelligent experience on smart retail engagement”. Marketing Intelligence & Planning. 38 (7): 877–891. doi:10.1108/MIP-09-2019-0439. ISSN 0263-4503. S2CID 216507124.

“He got Facebook hooked on AI. Now he can’t fix its misinformation addiction”. Retrieved 2021-03-16.Guy, Craig the Computer (2021-02-18).

User Engagement” Is Code for “Addiction””. Medium. Retrieved 2021-03-16.Eisingerich, Andreas B.; Kretschmer, Tobias (March 2008). “In E-Commerce, More is More”. Harvard Business Review. 86: 20–21.Eisingerich, Andreas B.; Bell, Simon J. (October 2008).

Customer Education Increases Trust: Service Companies Shouldn’t Worry About Teaching Their Customers Too Much”. MIT Sloan Management Review. 50: 10–11.Bell, Simon J.; Eisingerich, Andreas B. (2007).

The Paradox of Customer Education: Customer Expertise and Loyalty in the Financial Services Industry”. European Journal of Marketing. 41: 466–486. doi:10.1108/03090560710737561.

Can Web 2.0 user engagement be measured? logs.zdnet.com CBS Interactive Archived November 14, 2006, at the Wayback MachineChris Anderson, (2006)

The Long Tail: Why the Future of Business Is Selling Less of More, Hyperion, eBook, 288pp, ISBN 9781401384630“ARF on Engagement”. Archived from the original on May 29, 2007.

Blueprint for Consumer-Centric Holistic Measurement.wfanet.org Archived September 27, 2007, at the Wayback MachineCan Web 2.0 user engagement be measured? blogs.zdnet.com

“Traditional TV advertising is losing efficacy: McKinsey, wfanet.org, August 2006”. Archived from the original on September 27, 2007.Social: GWI’s Flagship Report On The Latest Trends In Social Media. GWI. 2021. p. 27.marketingforecast.com Archived March 20, 2011, at the

“Advertisers are starting to find television a turn-off”. Archived from the original on September 27, 2007.2006 Annual Online CE Survey Cscape.com Archived March 2, 2007, at the Wayback MachineMark Ghuneim,

Terms of Engagement Measuring the Active Consumer Archived April 5, 2010, at the Wayback Machine, March 26, 2008, wiredset.com blogWebinar Notes: “Web 2.0 How to Measure Social Engagement: Blogs Podcasts and RIAs” by Jeremiah Owyang January 19, 2007,web-strategist.com, blog, Web Strategy LLC

New Media Frets Over ‘Engagement’ and Audience Measurement: Sounds A Lot Like Old Media Scott Karp, publishing2.com, October 25th, 2006See the ‘Blueprint for Consumer-Centric Holistic Measurement’ wfanet.org World Federation of Advertisers Archived September 27, 2007, at the Wayback Machine

Like Nailing Down A Shadow: The Problem with Social Media Measurement brianoberkirch.com. Blog January 19, 2007

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High Turnover? Here Are 3 Things CEOs Do That Sabotage Their Workplace Culture

Strong company cultures are the heart of a successful workplace...getty

Every CEO wants long-standing employees, but their ineffective leadership causes organizational stress that cripples the workplace culture. Quite often, we read articles or hear of CEOs abusing their power and tarnishing their company’s reputation.

This is due to them neglecting feedback from their team and making decisions based solely on their own judgement. Not only does this erode trust, but it sets a standard that employee and leadership voices are not welcome.

When employees are taken care of, they go above and beyond to drive the company forward. Conversely, when they don’t feel valued, appreciated or kept in the loop, employees quickly become disengaged. The cost of a disengaged employee impacts more than the bottom line.

It decreases productivity, creates negative client experiences and destroys the company culture, to name a few. According to a Gallup survey, the State of the American Workplace 2021, 80% of workers are not fully engaged or are actively disengaged at work.

While CEOs claim to embody a people-first and feedback-driven culture, they believe, due to their position, that they know better than everyone else. Todd Ramlin, manager of Cable Compare, said, “if a person is fortunate to have the opportunity to be a CEO, they need to ask themselves if they can live by the company values, expectations, rules and processes that are in place.”

They can’t pick and choose which rules and processes to abide by, yet punish others when they do the same. Doing so cultivates a toxic workplace and demonstrates poor leadership. Here are three things CEOs do that sabotage their workplace culture.

Embraces Data, Dodges Emotions

The workplace is made up of a diverse group of experiences and perspectives. CEOs who lack the emotional intelligence to understand another person’s viewpoint or situation will find themselves losing their most valuable people. Sabine Saadeh, financial trading and asset management expert, said, “companies that are only data driven and don’t care about the well-being of their employees will not sustain in today’s global economy.”

Businessolver’s 2021 State Of Workplace Empathy report, revealed that “68% of CEOs fear that they’ll be less respected if they show empathy in the workplace.” CEOs who fail to lead with empathy will find themselves with a revolving door of leadership team members and employees. I once had a CEO tell me that he didn’t want emotions present in his business because it created a distraction from the data.

His motto was, “if it’s not data, it’s worthless”. As such, he disregarded feedback of employee dissatisfaction and burnout. Yet, he couldn’t understand why the average tenure of his employees very rarely surpassed one year. Willie Greer, founder of The Product Analyst, asserted, “data is trash if you’re replacing workers because you care more about data than your people.”

Micromanages Their Leadership Team

One of the ways a CEO sabotages a company’s culture is by micromanaging their leadership team. Consequently, this leads to leadership having to micromanage their own team to satisfy the CEOs unrealistic expectations. When leadership feels disempowered to make decisions, they either pursue another opportunity or check out due to not being motivated to achieve company goals.

As such, the executives who were hired to bring change aren’t able to live up to their full potential. Moreover, they’re unable to make the impact they desired due to the CEOs lack of trust in them.Employees undoubtedly feel the stress of their leadership team as it reverberates across the company. Arun Grewal, founder and Editor-in-chief at Coffee Breaking Pr0, said, most CEOs are specialists in one area or another, which can make them very particular.

However, if they want to drive their company forward they need to trust in the experts they hired rather than trying to make all of the company’s decisions. At one point during my career, I reported to a CEO who never allowed me to fully take over my department. Although he praised me for my HR expertise during the interview, once hired, I quickly realized he still wanted full control over my department.

Despite not having HR experience, he disregarded everything I brought to the table to help his company. I soon began questioning my own abilities. No matter how hard I tried to shield my team from the stress I endured, the CEO would reach out to them directly to micromanage their every move.

This left our entire department feeling drained, demoralized and demotivated. Sara Bernier, founder of Born for Pets, said, “CEOs who meddle in the smallest of tasks chip away at the fundamentals of their own company because everything has to run through them”. She added, “this eliminates the employee’s ownership of their own work because all tasks are micromanaged by the CEO.

Neglects Valuable Employee Feedback

Instead of seeking feedback from their leadership team or employees, CEOs avoid it altogether. Eropa Stein, founder and CEO of Hyre, said, “making mistakes and getting negative feedback from your team is a normal part of leading a company, no matter how long you’ve been in business.” She went on, “as a leader, it’s important to put your ego aside and listen to feedback that will help your business grow.

If everyone agrees with you all the time, you’re creating a cult mentality that’ll be detrimental to your business’ success in the long run.” This results in a toxic and unproductive workplace culture.

What’s worse than avoiding constructive feedback is receiving it and disregarding it entirely. Neglecting valuable feedback constructs a company culture where no individual feels safe voicing their concerns. Rather than silence those who give negative feedback, CEOs should embrace them. These are the individuals who are bringing issues forward to turn them into strengths in an effort to create a stronger company.

Prior to joining Digital.ai as HR-North America, I owned my own Workplace Culture Consulting agency at Heidi Lynne Consulting helping individuals and organizations gain

Source: High Turnover? Here Are 3 Things CEOs Do That Sabotage Their Workplace Culture

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How To Manage Teams Effectively

[Source image: Eugene Mymrin/Getty Images]

For centuries, managers have been befuddled by team dynamics, particularly why some team members hit it off in a heartbeat while others simply don’t. Moving from anecdotes to data-based best practices took humankind all the way until 2012, when Google embarked on a two-year journey to find an answer to what drives effective teaming once and for all.

What they found laid the foundations for modern corporate team building as we know it today.  The results of Project Aristotle, as Google called the study, are simple: After hundreds of interviews and two years of data-crunching, the study found that the best performing teams share five particular features in common, namely psychological safety, dependability, structure and clarity, meaning, and impact.

All of this sounds self-evident today, which is partially testament to how far and wide the findings have trickled down through MBA courses and leadership self-help books over the past decade. Some of Google’s findings were markedly more counterintuitive, including why consensus-driven decision making, co-location, individual performance, and extroversion seem to have little to no impact on their effectiveness.

Even though Project Aristotle wrapped up long before anyone had heard of the metaverse or quiet quitting, the study is well worth any manager’s time today. First, given everything we know of millennials and Gen Z, it’s clear that many of the five tenets that are driving performance have become only more important over time, particularly psychological safety, meaning, and impact.

It is equally clear that our workplaces have adopted practices that are failing employees miserably by over-managing for structure and clarity to the detriment of all other drivers of teaming success. Not knowing where employees are and what they are doing presents real discomfort. In response, many managers have doubled down on clarifying roles and processes in a way that would make Frederic Taylor look like a slouch.

Daily check-ins and check-outs, software assisted monitoring, and hourly production breakdowns have become increasingly prevalent ways for managers to regain a resemblance of control over their minions who might or might not be logging in from Aruba at any given moment.

At the same time, managers across disciplines have adopted Agile ways of working in hopes of replicating the successes the process has brought to the field of IT development in particular. There is much good to be said about Agile for good reason, but when applied with the wrong intentions, it can quickly turn into micromanaging on steroids.

The first casualty of over-compartmentalization and overmanagement of work is the ability of employees to self-actualize and find meaning and impact in their work.Omnipresent monitoring and hourly timesheets also wreak havoc on dependability, making it a matter of rote compliance instead of a carefully cultivated sense of trust and accountability.

Now to the good news: Hybrid, and full-remote workforces are absolutely compatible with effective teaming. Here are two ways to help you push the pendulum back toward a more balanced approach across the five drivers in case you find yourself having gone too deep on structure and clarity.

Trust

The first step is bringing trust back to the equation.The world didn’t collapse even though everyone worked from home, and your team will be just fine even if you don’t know exactly how many minutes your staff worked on any given task or how many keystrokes they produce per minute.

In fact, they’ll be far better for it. Leaning in on the flexibility and adaptability of modern ways of working will foster psychological safety and promote engagement and ownership in ways that will have far greater dividends than monitoring and oversight ever could.

People are fundamentally reciprocal, and the best way of building trust is to exhibit trust. One particularly effective method is for managers to focus on setting goals and milestones and giving the team the autonomy to seek out the best way to accomplish them. Tolerating failures and the occasional missteps is critical for making the autonomy feel real, and it goes a long way in making employees feel safe to explore their roles.

Another equally powerful method is to transform stands-ups and check-ins from reporting to supporting events. Recasting regularly scheduled meetings as opportunities for helping team members overcome blockers instead of simply checking on progress made is by far one of the most powerful moves a manager can do to breed trust and self-actualization.

Co-location is another practice that is ripe for transformation. Biting the bullet and going fully flexible might feel risky, but there is no reason to believe that any arbitrary pre-established mix of in-office and at-home days works better than allowing teams to find the norms that work best for them.

Trusting your teams to work effectively from wherever they are is the right choice in particular because of how it immediately casts dependability in terms availability and outputs instead of physical presence.

Instead of the default option, the office should be recast as an enticing alternative to which teams naturally gravitate to when they need to share physical spaces for collaboration and team building.

Brown bag seminars, in-office baristas, and a few Pelotons can go much further than you think, and putting the emphasis on tangible moments of collaboration is key.

Self-actualization

Second, you should ensure that the roles and processes set in place leave space for self-actualization and personalized ownership of one’s work. If you’re using Agile, be cognizant that a 100-meter dash doesn’t come anywhere close to the sense of meaning and impact that running a marathon brings.

Not everyone’s work will be foundational, but everyone’s contributions should feel necessary and acknowledged as contributing to goal deeper than wrapping up a two-week work package. The trick is to make sure that even when working on their own units each employee can visualize a clear pathway from their work to the grand “why” of it all.

This is where the importance of setting goals mentioned earlier becomes particularly clear. The best thing a manager can do when running multiple sprints is to maintain a cohesive narrative of how the work contributes to the larger organizational goal.

Often this means distilling vision statements, contractual milestones and even change requests into meaningful arguments about why the work we do today matters. This may not always be simple to pull off, but who said being a good manager was supposed to be easy?

Ultimately, what particular steps you end up taking matter far less than the sincerity of your commitment to making effective teaming a priority for your organization. As for now, it’s more than likely to be pushing back on the overemphasis on structure and clarity.Alexander Puutio is an adjunct professor at NYU Stern where he explores the interplay between business leadership and our society at large.

By Alexander Puutio

Source: How to manage teams effectively

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How a Personal Commitment Helps Your Business Grow

Kelvin Murray | Getty Images

There are numerous reasons for starting a business, including pursuing a passion, wanting to set your own hours and wanting to make more money. But if you’re not committed to a larger purpose, all those reasons may not be enough for your business to succeed.

What Is a Commitment?

A commitment can be defined in three ways:

1. It gives you purpose. Let’s define a commitment as a greater purpose for your life that drives you forward every day. Many studies have shown that purpose even leads to longer life for men and women alike.

2. It’s never finished. A commitment is not, “I want to own a successful business,” because that doesn’t give you lifelong purpose. A commitment will never truly be finished, and you’ll work towards it for many years.

3. It’s personal. Although having a purpose in your business is important, your commitment is personal. It will affect all areas of your life, including business, and it will impact how your business grows.

Related: Communicating Purpose Can Create a Boom in Business

What’s the difference between a goal and a commitment?

A goal is defined as a result that you aim for, define, plan for and then achieve. You have many short-term and long-term goals in life, but a commitment goes beyond even the most long-term goal. It’s not something you finish doing, but something you constantly work towards.

How does a commitment help your business?

It helps you focus. A lack of focus can be extremely detrimental to your business, not only from day to day but on a larger scale. To succeed in your business and complete each day’s, month’s and year’s goals, you need intense focus more so than a long period of focus.

Warren Buffet’s “2-List” strategy for focused attention is a perfect illustration of focus: defining your priorities and eliminating the rest. You write down your goals, and then circle the top five. Then you don’t just prioritize these — you eliminate the rest.

Commitments help you make that list and then define your top five. If you’re hyper-focused on a commitment, you can be focused on each of your business’s projects and goals, because they all lead to the one thing you’re most focused on. If something doesn’t align with your commitment, you eliminate it.

Commitment helps you set and achieve goals

A commitment is lifelong; it’s something you may never fully achieve. But you can set goals along the way to get you ever-closer to your commitment. And your business’s goals and success are intertwined with your commitment.

My leadership coach, Jose Bolanos, who trains leaders to form “noble commitments,” describes goals as “islands on the horizon.” Before you reach a shore, you will swim from island to island, focusing on something closer on your way to the far-off mainland.

These islands are steps towards your commitment, and these become your goals. Commitments matter to your business goals because they define what those goals will be and give them a larger purpose.

As a business owner, developing goals for yourself and your business will be easier when you create them in the context of a commitment. Instead of defining your success according to money, which as we know can be fickle, defining it based on a larger purpose will help you stay afloat in difficult times, and redirect accordingly.

Commitment gives your business a higher purpose

As I said before, having a higher purpose is important to business. Businesses with purpose are more successful, outperforming the stock market by 42 percent, according to the 2018 Global Leadership Forecast.

Because in theory, your business should be an extension of you and your life, your personal commitment should inform your business’s purpose and help it succeed. If your commitment was, “I want to impact others,” your business’s commitment should reflect this and put it into action.

Commitment makes you a better leader

Compartmentalizing your life won’t help your business succeed. Who you are and what you do as an individual should and does affect your professional life, and by extension the lives of others.

Having a personal commitment that you connect to your business’s purpose will intertwine your personal development and your company’s growth. As you work on yourself as an individual, you will become a better leader, because your purpose will be directly connected to your business’ vision.

How do you find and define a commitment?

Defining a commitment comes from answering three questions:

1. What do you want? Discovering your commitment comes from defining what you want. A commitment is going to be terrifying (and if it’s not, you may be doing something wrong) and require you to change.

2. Why does it matter? Going back to the importance of purpose, studies found that people who helped others felt they had more purpose in life and lived a better life because of it. A commitment should matter to you, your community and the world.

3. Who does it benefit? It’s fine if the answer is just you for now, but you’ll find as you go that your commitment, especially as it becomes part of how you run your business, will begin to impact many people. If impacting people is part of your purpose, then this answer is even simpler.

Related: 5 Ways Entrepreneurs Can Combine Profit and Purpose

Don’t be tempted to turn finding a commitment into a journey of self-discovery. Your business (and you) need a commitment sooner. Instead, define a commitment quickly, start working on it and evolve it.

By

Source: How a Personal Commitment Helps Your Business Grow

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Financial Targets Don’t Motivate Employees

Thomas Jackson/Getty Images

Would you be excited if your boss started a meeting saying: “I want to remind you that you’re a cog in a machine whose primary purpose is to hit our financial targets”?

It’s hard to imagine that you would feel much joy or pride of ownership in your work if your contribution was reduced to your financial output. While this specific wording may be a bit exaggerated, it’s not a far departure from the message that many employees hear on a daily basis.

As we move into what (we hope) will be a growth period, it’s natural for leaders to emphasize the importance of hitting financial targets. Financial performance is crucial, of course. But making numbers the centerpiece of your leadership narrative is a costly mistake.

Financial results are an outcome, not a root driver for employee performance. A growing body of evidence tells us that overemphasizing financial targets erodes morale and undermines long-term strategy. When a leader spends the majority of their airtime on a “make the numbers” narrative, it creates a transactional relationship with their employees, making them more likely to create transactional relationships with their teammates and customers.

The events of 2020 remind us: Employee engagement is the lifeblood of an organization. What your team thinks, feels, and believes about your organization, and their own work, drives their behavior — and their behavior is what determines your success or failure.

Leaders seeking to ignite creativity and drive exponential effort must go upstream, using their time with their teams to build belief in the organizational purpose, the intrinsic value of the employees’ work, and the impact the teams have on customers, and each other. Here are three ways to do that:

1. Evaluate your leadership “airtime.”

When Mike Gianoni took over as the CEO of SaaS firm Blackbaud, he flipped the way they conduct town halls. Previous leaders spent the majority of their airtime sharing financial results. Gianoni took a different approach. He began using his time to discuss the impact Blackbaud was having on customers, and he directed his leaders to do the same.

“Shifting our airtime from internal metrics to customer outcomes jump-started the next level of customer empathy and value,” explains Blackbaud President and GM Patrick Hodges. “Over time, your attrition goes down. When people feel good about what they do and they’re more successful, they’re not going to look for another job.”

We recommend leaders aim for a 50/50 split, spending at least half their leadership airtime building belief in the meaning and external impact of the work, and half on internal metrics and deliverables. It’s not without coincidence that six months after Blackbaud adjusted their leadership airtime, they had an innovation breakthrough, employee engagement rose dramatically, market share increased, and revenue grew exponentially.

2. Discuss individual customers with emotion and specificity.

The more clearly an employee understands their direct impact, the more likely they are to go the extra mile; they also experience greater fulfillment in doing so.

Consider this research from organizational psychologist Adam Grant, who studied paid employees at a public university call center who were hired to solicit donations to the school from alumni. He divided the team into two groups. One group went about their day as usual, phoning potential donors.

The other group, before jumping on the phones, had a short conversation with a scholarship student, someone who was able to get an education because of donations that the call center produced. After a month, callers who had spoken with the scholarship recipient spent more than two times as many minutes on the phone, and brought in vastly more money: a weekly average of $503.22, up from $185.94.

The same findings have been echoed in studies of lifeguards, hospital workers, and sales teams. When we know our work matters to an individual person, we rise to the occasion. Discussing customers in the aggregate does not create the same emotional pull. Instead, when you speak about customers, even if your team does not interact with them directly, use their real names, talk about the businesses they have, and show your team that real people are counting on them.

3. Resist the pull of the “FYI.” 

In our consulting practice we routinely observe well-intended leaders who in an effort “to keep their team informed” pass along everything that pertains to financial performance. It’s natural, because the gravitational pull of most organizations leans towards the numbers; it’s what gets reported and thus it’s routinely forwarded down.

But when a leader send their team decks filled with financial targets employees are often left to their own devices to figure out how to translate broader financial goals into their daily behavior. It’s confusing at best, dispiriting at worst.

Emotional intelligence expert Daniel Goleman says, “A primary task of leadership is to direct attention. To do so, leaders must learn to focus their own attention.” Instead of routinely hitting forward on every financial report, think about where you want to direct the attention of your team.

You can decide what to share and what not to share by asking yourself questions like: What does my team need to be thinking about on a daily basis to accomplish these goals? How do I want them to behave with customers and each other? Filter out the noise coming from other places in the organization and focus your language on the two things that are 100% within the control of your team: their mindset and their behavior.

The research is telling us what we already knew in our hearts to be true: You cannot spreadsheet your way to passion. With ambitious goals on the horizon, it’s tempting to double-down on financial metrics. But hitting financial targets requires employees who are excited and care about their work.

As we face a future of potential uncertainty and unrest, it’s crucial for leaders to help their teams stay engaged. You can improve your team’s performance (and their emotional well-being) by making sure your airtime, your metrics, and your language communicate one simple message: Your work matters.

Source: http://hbr.org

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Mech Forex Robot   https://jvz6.com/c/202927/383447/
MediaCloudPro   https://jvz2.com/c/202927/343635
MeedDonna   https://jvz3.com/c/202927/372277/
Megasuite   https://jvz3.com/c/202927/383953/
MemberOwls   https://jvz8.com/c/202927/389039/
Mobi First   https://jvz2.com/c/202927/353694/
Motion Kingdom Studio  https://jvz4.com/c/202927/383177/
Movid Animation  https://jvz6.com/c/202927/380385/
MT4Code System   https://jvz2.com/c/202927/376925
My Passive Income   https://jvz1.com/c/202927/384099/
MyMailIt   https://jvz3.com/c/202927/292919
MyTrafficJacker   https://jvz2.com/c/202927/353558
Next Drive  https://jvz4.com/c/202927/371095/
NichBox  https://jvz2.com/c/202927/370705/
Organic Life Guide  https://jvz8.com/c/202927/366872/
Pcommerce   https://jvz6.com/c/202927/372265/
Phemex  https://phemex.com/register-vt1?referralCode=D8HUS2
Photokit  https://jvz4.com/c/202927/373207/
PicsAds   https://jvz2.com/c/202927/385468/
PigMoneyMethod   https://jvz2.com/c/202927/377665/
Pipstock    http://pipstockexchange.com/register?ref=204
Pitchdeck   https://jvz3.com/c/202927/347847/
Pixal  https://jvz2.com/c/202927/378775/
PixaStudio    https://jvz1.com/c/202927/373089/
Pixivid   https://jvz6.com/c/202927/385213/
PlanB Muscle Growth   https://jvz1.com/c/202927/36517/
PlayerNeos   https://jvz2.com/c/202927/376962
Podcast Advantage   https://jvz8.com/c/202927/379995/
Podcast Masterclass  https://jvz3.com/c/202927/379998/
PodKastr    https://jvz1.com/c/202927/369500/
PopLinks    https://jvz2.com/c/202927/368095/
Postradamus     https://jvz6.com/c/202927/108695
Power Reviews    https://jvz8.com/c/202927/384625/
Powrsuite   https://jvz1.com/c/202927/376361
PR Rage  https://jvz4.com/c/202927/343405
Prime Stocks   https://jvz8.com/c/202927/369164
Profile mate    https://jvz4.com/c/202927/358049
Promovidz   https://jvz8.com/c/202927/375692/
Push Button Traffic   https://jvz2.com/c/202927/301402
PWA Agency   https://jvz1.com/c/202927/353694/
QR Verse   https://jvz3.com/c/202927/383865/
Quintex Capital     https://quintexcapital.com/?ref=arminham
Quit Smoking    https://jvz3.com/c/202927/359081/
QuizMatic   https://jvz6.com/c/202927/387116/
Reputor   https://jvz8.com/c/202927/380159/
ReVideo  https://jvzoo.com/c/202927/381761
ReviewReel   https://jvz6.com/c/202927/382663/
Rewriter   https://jvz4.com/c/202927/353373/
RSI SEO   https://jvz6.com/c/202927/384381/
Scriptdio   https://jvz4.com/c/202927/385387/
Self Validation   https://jvz6.com/c/202927/389174/
Sendiio   https://jvz3.com/c/202927/325450/
Seniors Income    https://jvz2.com/c/202927/383888/
Senuke  https://jvz6.com/c/202927/279944
ShopABot   https://jvz2.com/c/202927/291955
ShopFunnels   https://jvz3.com/c/202927/384069/
SocialAgency360   https://jvz1.com/c/202927/385357/
SocialMediaMarketing   https://jvz2.com/c/202927/243553/
SociCake  https://jvz2.com/c/202927/321987
Socifeed   https://jvz6.com/c/202927/375706
SociJam  https://jvz2.com/c/202927/309649
Soronity  https://jvz6.com/c/202927/368736
SqribbleEbook   https://jvz6.com/c/202927/283867
Stackable Picture   https://jvz1.com/c/202927/385046/
Steven Alvey’s   https://jvz2.com/c/202927/351754
Stock Mages   https://jvz2.com/c/202927/388669/
Stoodaio   https://jvz1.com/c/202927/372094
Storymate    https://jvz3.com/c/202927/320972
StoryReel   https://jvz3.com/c/202927/387813/
StreamPilot   https://jvz2.com/c/202927/385431/
Studioninja   https://jvz1.com/c/202927/374965
Sunday Freebie  https://jvz1.com/c/202927/267113/
Super backdrop   https://jvz8.com/c/202927/376524
Survai    https://jvz8.com/c/202927/380933/
Syndranker    https://jvz3.com/c/202927/378143/
Talkingfaces   https://jvz3.com/c/202927/375550
The Internet Marketing   https://jvz2.com/c/202927/289944
Tonai Voice Content   https://jvz8.com/c/202927/383119/
Toon Video Maker    https://jvz2.com/c/202927/357201
TrafficForU   https://jvz3.com/c/202927/381950/
Trendio  https://jvz3.com/c/202927/381003/
TubePal   https://jvz6.com/c/202927/379863/
Tubeserp   https://jvz3.com/c/202927/370472
TubeTargeter  https://jvz6.com/c/202927/377211
TuneMingo    https://jvz3.com/c/202927/386556/
TV Boss Fire  https://jvz6.com/c/202927/379480/
Ultrafunnels A.I   https://jvz2.com/c/202927/381129/
VIADZ Ad Template  https://jvz4.com/c/202927/379307/
Vidcentric   https://jvz4.com/c/202927/376095
Viddeyo    https://jvz6.com/c/202927/382326/
ViddleInteract   https://jvz8.com/c/202927/388716/
Videevolve   https://jvz4.com/c/202927/381011/
Vidently   https://jvz1.com/c/202927/387798/
Video Campaignor      https://jvz4.com/c/202927/387058/
Video Games   https://jvz3.com/c/202927/184902/
VideoEnginePro     https://jvz2.com/c/202927/372916
VideoGameSuite    https://jvz3.com/c/202927/366537/
VideoRobot Enterprise   https://jvz8.com/c/202927/291061
VidKreate   https://jvz6.com/c/202927/386029/
VidMingo   https://jvz6.com/c/202927/378359/
VidRaffle   https://jvz2.com/c/202927/386840/
VidSnatcher    https://jvz3.com/c/202927/342585
VidVoicer    https://jvz1.com/c/202927/379983/
Vidzura   https://jvz4.com/c/202927/385754/
Viral dash   https://jvz6.com/c/202927/375959
Viral Quotes      https://jvz2.com/c/202927/386984/
VirtualReel   https://jvz8.com/c/202927/376849
Vocalic  https://jvz2.com/c/202927/383848/
VoiceBuddy    https://jvz1.com/c/202927/342854
Voiclet   https://jvz2.com/c/202927/388755/
VR Studio  https://jvz8.com/c/202927/388296/
WebCop  https://jvz4.com/c/202927/378683/
Webinarkit   https://jvz3.com/c/202927/383937/
Webprimo   https://jvz1.com/c/202927/379455/
WordPress Mastery   https://jvz1.com/c/202927/386249/
WowBackgraounds   https://jvz2.com/c/202927/381556/
WP GDPR    https://jvz8.com/c/202927/299907
WP Simulator    https://jvz3.com/c/202927/46987/
Writer Arc   https://jvz1.com/c/202927/386602/
writing job   https://jvz8.com/c/202927/213027
XBrain Forex   https://jvz3.com/c/202927/372305/
XFUNNELS   https://jvz2.com/c/202927/310335
Xinemax  https://jvz1.com/c/202927/381749/
YoDrive   https://jvz2.com/c/202927/384700/
YoSeller   https://jvz4.com/c/202927/387544/
Your 3DPal   https://jvz2.com/c/202927/381685/
YTSuite   https://jvzoo.com/c/202927/381179
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