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Business Rules #17:
Give Direction, Not Directions
February 11, 2005
(PAGE 2 of 2)
Their selection reinforces the idea that each of us must sell to survive. Whether you’re selling a promise to the government, a political agenda to your constituency, software to quality-minded consumers, or a pact for greater teamwork among your co-workers, you’re employing sales behaviors. In the words of author James Humes, “Leadership is selling. And selling is talking to people.”
Kristen didn't sell her product; she didn't sell her team on the joys of working together; and she didn't sell the Boardroom Bigwigs on her leadership abilities. It seems the only person she sold on her abilities was herself. She invited the two most hated words right out of The Donald's mouth when she admitted the commercial models didn't execute the team’s vision because John wasn't there. If she had only understood the vision the team originally supported, she wouldn't have come up with her own version. She wouldn’t have needed John. In fact, her team all seemed to agree that the reason that the models didn't perform was because they had no direction. Not only that, they didn't have directions either. Kristen may have a boyfriend who directs, but it's clear she neither gives nor takes direction very well herself.
By contrast, Donny Deutsch gave direction. It took all
of a minute for him to set the tone. He wanted creativity…a mini-film…excitement! What did he get? Disappointment. Two teams that couldn't sell
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because they didn't understand the product. Magna began with a cucumber and ended with two men holding hands. Net Worth had a runner glopping body wash on his face.
Donnie briefly wondered if the fault was his own. Maybe he didn’t define the direction clearly enough. Relax, Donnie. The team leaders, Kristen and Erin, set the wrong direction. The execution worked; the two executives did not.
So what about Bren Olswanger? He says, "It's the dad in me" that had to scold Michael for his behavior. Where was the dad in him when the phallic symbol, his so-called "vegetable porn," was being filmed? He claimed the idea ran counter to his moral character. Just call it Dovegate: an abandonment of morality in an effort to win.
The Donald asserted mediocrity is the result of laziness. Sometimes it's also the result of poor direction.
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Leadership is selling. And selling is talking to people.
