It’s Not Your Product, It’s Your Team
Have you ever gone to a restaurant and eaten a dish that was so outrageous, so incredible, that you just wanted to eat it every single night? What made that dish so good? A great recipe and the chef’s infusion of love for making really great food. The same exact principle applies to great organizations. The recipe that goes into creating great organizations is rather simple: it’s about people who create exceptional cultures that generate inspiration, innovation, and push its people to the limits in how they think about amazing client satisfaction that just so happens to make really great products.
Where so many companies have been failing is talking way too much about what their product or services are and how it will help their clients. Let’s be clear: if a sales rep drones on for 15 slides talking about the makeup of your organization and what the product does, she has failed. That’s not what innovative and inspiring teams talk about. In fact, it’s really not your feature set, how marvelous your marketing team crafted the features and benefits or the value proposition statement that will win you the business — it’s how authentically passionate you are about why you do what you do.
I’m a self-proclaimed student of Simon Sinek’s philosophy of Starting with Why. Before Simon became who he is today, I was practicing that very idea. But yet, his delivery, his passion, his why is what moved me to push my limits even more. I changed the way I delivered my organization’s message again, and when I did, the story of why we do what we do became so deliciously authentic that it was no longer a presentation; rather it was me speaking from the heart and loving our business unit’s why. The proof of this authentic passion was demonstrated by one of the decision makers who came up to me after a recent presentation. She said to me in no fewer words, “You shifted me”. Before my presentation, my company wasn’t the front runner, but because I truly believe in the why she shifted.
Similarly, I recently began purchasing slightly overpriced coffee from a small business in Tennessee. Is their coffee worth the price tag? Maybe. But it is the founder’s why that really motivates me to buy from them. The story about why he created this innovative blend of highly caffeinated coffee was so awesome, that they have this cult like following on social media. People like and re-share their posts — and buy from them — because others are attracted to the culture this small team of coffee aficionado created. Yes, their coffee is very good and I am now on a subscription to receive a pound every month. But besides giving me a wonderful morning buzz, I buy from them because I believe in why they do what they do.
But you need a team of people who share the same vision, the same love, the same passion. With that team, you cultivate a culture of like-minded individuals that fuel more innovation, more inspiration, and deeper thinking to help you achieve real business goals. It’s not your product, it's your Team; and when your Team lacks this same love of why you do what you do, you really have two choices. First, you can be the “difference maker” and spearhead a culture change. You will either find champions such as yourself and you will be successful or alternatively, it will go over like a lead balloon. If that happens, don’t let the negativity impact your own personal desire to be successful, positive, and innovative. Don’t succumb to negativity. If you love what you do but the culture is no longer a fit, do something about it, and don’t be complacent. Your second choice is a harder one, but move on.
Your talent, your passion, your desire to make a difference and authentically share your passion of your organization’s why is what makes you a leader. As such, others will be attracted to you, and you will attract others. Just like an amazing dish is made up of a great recipe and the chef’s passion, every great organization is fueled by people who share a love of why you do what you do. From there, the business is yours.
