This Podcast Will Help You Flourish At Work

Each week, I grill thought-leaders and results-getters to discover specific, actionable insights that boost work performance.

1106: How to Rewrite the Hidden Beliefs that Hold You Back with Muriel Wilkins

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Muriel Wilkins uncovers the hidden assumptions that dramatically shape how you work and live.

You’ll Learn

  1. How to spot when a belief has stopped serving you
  2. The 7 key beliefs that hold you back
  3. The key to reframing your mindset

About Muriel

Muriel M. Wilkins is the founder and CEO of the leadership advisory firm Paravis Partners. She is a sought-after, trusted adviser and executive coach to high-performing C-suite and senior executives who turn to her for help in navigating their most complex challenges with clarity and confidence. She is the coauthor of Own the Room: Discover Your Signature Voice to Master Your Leadership Presence and host of the award-winning podcast Coaching Real Leaders. She holds an undergraduate degree from Georgetown University and an MBA from Harvard Business School. Learn more at murielwilkins.com.

Resources Mentioned

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Muriel Wilkins Transcript

Pete Mockaitis
Muriel, welcome back!

Muriel Wilkins
Thank you. I’m delighted to be back.

Pete Mockaitis

Well, I’m delighted as well. Last time we talked executive presence, and that was very fun. And it looks like your executive presence and star has continued to rise and rise. So, congratulations on everything.

Muriel Wilkins
Thank you so much.

Pete Mockaitis
You got a fresh book here, Leadership Unblocked: Break Through the Beliefs That Limit Your Potential. That sounds so important. And I would love to hear, for starters, what’s one of the most common beliefs you’re seeing widespread that is limiting a lot of folks’ potential in their careers?

Muriel Wilkins
I think, probably, the one, they’re all equal opportunity, but the one that I see that really halts people in their career is, “I need to be involved,” because it gets them involved in places that they actually don’t need to be involved in.

Pete Mockaitis
Okay. So, we need to be involved, as in, “I’m reluctant to delegate, let go.” Or, what are the flavors of “I need to be involved”?

Muriel Wilkins
Yeah, I mean, it’s this unsatiating, almost compulsion to have to be engaged in all the things. So, it looks like, “I have to be at that meeting,” “I have to be cc’d on all the emails,” “I have to be the one that has the conversation,” “I have to weigh in on that document.” And what it does is, it does a couple of things.

Number one is it keeps you from being able to advance in a way that you need to because the more responsibilities you get, the more you would need to be involved in in order to deal with all the complexities of your job.

And, secondly, it actually creates a clog in the system, meaning it keeps others from being able to develop, because they then end up become habituated by the fact that you’re involved in all the things, so then why should they do it?

Pete Mockaitis
Absolutely. Well, and I’m thinking of yet another downside there is, I recall I was having chat with a fellow Bain colleague. We were talking about, “Oh, what have you been up to? What are you doing?” And he was looking at all kinds of cool opportunities at buzzy startups that had hefty funding and dozens of employees.

And there was one that he got pretty far in the interview process and he was considering it. And he told me he was leaning towards rejecting the offer because of one of several reasons. The CEO of many dozens of employee companies still wanted to review every email that went out to the users.

And I was really struck by that because it’s like, I’ve lived that myself, but then I have a much smaller team. I managed to let it go a long time ago and life has been so much better.

Muriel Wilkins
Yeah, absolutely. And, look, the thing with a belief like “I need to be involved” is, at some point, it served you, right? That CEO, it probably helped him in some capacity at some point where he was cc’d or maybe he had had an occasion where he was not copied on an email and all hell broke loose as a result of that, or he thinks as a result of that. And, therefore, his mantra then became, “You’ve got to CC me on all the emails.”

You know, I think the point here is that just because it works in one situation doesn’t mean it’s going to work in all situations. And, certainly, from a leadership standpoint, there’s no way you can have the sheer physical capacity to be involved in all the things.

Pete Mockaitis
Well, could you share with us a cool story of someone who had that limiting belief and what they did to evolve beyond it and what, ultimately, happened for them?

Muriel Wilkins
Yeah, absolutely. I’m thinking, even as you were sharing the story of that CEO, I’m thinking about a client that I had who, and this is something that I often find, particularly if you’re the founder of an organization or a startup, or you were there from the beginning, even if you’re not the founder, you were one of the early employees, where, quite frankly, it is required that all hands are on deck.

And so, this particular person, she had founded this nonprofit on her own, it was just her. And so, she was used to doing all the things. But then as the nonprofit grew, and again, she really needed to be focused on external fundraising and being motivating staff and thinking strategically and dealing with the board.

I remember one of the conversations we had, she’s like, “But I just find I don’t have time to do all these things.” And I said, “Well, what are you spending time doing?” And she said, “Well, for example, like this morning, I was checking the bathrooms to make sure that there was toilet paper in there.” And I said, “Is that the best use of your time as CEO?”

And it made her really think about it from the perspective of, “Why am I the one doing this?” Not to say that it shouldn’t be done, but that wasn’t where she added the most value. And so, it wasn’t that I was telling her it’s not the best use. I just asked her whether it was the best use.

And so, when she started shifting to “I need to be involved where it’s the best use of my time” it gave her an automatic filter for how should she be prioritizing where she spends her time. And I think that’s what we all need to be doing, is really thinking about it through a filter rather than a universal level of engagement that we need to have in all the things in order to keep things from going wrong.

Pete Mockaitis
All right. Muriel, now for just our human need to have stories completed, how did that toilet paper get handled in the end?

Muriel Wilkins
She delegated it. And what’s funny is there were people in her organization who wanted to help. But she also, it’s interesting because these beliefs never come from a bad place. She was also very concerned because they were doing a lot of work and they were a service-oriented organization.

She was also concerned about putting more burden, as she put it, on her staff. She did not want to burden them with more. So, she took it upon herself. She’s the one who would do all these things, but they were like, “Look, you’re better off going out and raising money for us because if you don’t do that, you’re the only person who can do that. If you don’t do that, we’re not going to survive as an organization.”

So, these little things, and the toilet paper was just one example, but when you add up all those little micro examples of where she was spending the time, and we started calling them breadcrumbs, right? Like, stop focusing on the breadcrumbs and focus on the loaf, the mana. Then she started getting it, and her staff was more than happy to focus on the breadcrumbs.

And you know what? They felt like they were adding value by doing that. And so, kind of it worked out. So, it required not only a shift in belief in her, but she needed to have some conversations, be clear around what she was delegating and ensuring that her staff was also aligned around those things.

Pete Mockaitis
Well, I’m excited to get into the rundown of the top seven beliefs that limit us, as well as your approach for addressing them. But before we do it, I’d like to hear, any other surprising, fascinating discoveries you made as you were digging into this research?

Muriel Wilkins
Yeah, so I think there were a couple of things that really struck me, two, in particular. The first is we just talk about beliefs, and what they are. Because when I say the word beliefs, some people are like, “What are you talking about?”

And so, when we think about what a belief is, it really is just an assumption we’re making or a story that you’re telling yourself. Like, are they true? I mean, you came out of consulting, so you know this. I did as well. We make assumptions when we model something or when we put a budget together. But do we know if it’s actually true? We don’t. It’s a hypothesis around what’s going to happen.

And if you put in one thing I learned in consulting was, you put in garbage assumptions to that model, that spreadsheet model, what’s going to come out on the other side is garbage. And so, one of the things that I really loved digging into was the impact of our thoughts and our beliefs on our outcomes.

And there’s been some interesting studies, everything from Carol Dweck’s work on growth mindset to Ellen Langer and Alia Crum’s work around the impact of thoughts and beliefs on health outcomes that undeniably show that it’s not just what you do, but it’s what you think about what you do that has a huge impact on the outcomes you have. So that was number one.

I think number two, when I looked across all of my clients, or I looked at 300 of them, to see if there were some commonalities in terms of the types of beliefs that they had and, lo and behold, I did find that there were some commonalities, the one that surprised me the most is the belief of, “If I can do it, so can you.”

And it surprised me, Pete, because that is a mantra that we use, I have used so many times that I thought was like very motivational, very inspirational. And it can be, but it isn’t always. It can actually be quite debilitating and demoralizing and, quite frankly, get in the way of the thing that you’re supposed to do as a leader, which is to also coach and develop others.

Pete Mockaitis
Yes. And I want to hear, when you mentioned huge impact that you’ve seen from the research, can you share with us any sort of eye-popping discoveries or experiments, pieces of research that made you go, “Whoa”?

Muriel Wilkins
Yeah, my favorite, which I write about or summarize, synthesize in the book is the one by Ellen Langer and Alia Crum. And so, they were looking at, and they were at Harvard. But they basically looked at a group of hotel attendants, so the people that you see when you’re in a hotel cleaning the rooms, doing all the things.

If you’ve seen these folks, they’re on their feet all day or they’re pushing things. They’re doing very much physical labor for eight hours a day. And they ask these folks, “Do you believe that the work that you’re doing is exercise? Like, does it equate working out?” And most of them said, “No, we’re just doing our job. It’s not exercise. Exercise happens after this if I get around to it.”

And so, they introduced to them, “What if you just thought about your work as exercise? What if you just considered your work to be exercise?” which is a belief, right? It’s just a different assumption you’re making about your work. And then they tracked what happened. And what they saw that four weeks after introducing this notion, they saw material enough improvement in a bunch of different health metrics in the folks who they had assigned this new belief.

And so, their conclusion was, and that was the only thing that changed, Pete, nothing else. The work didn’t change, the people didn’t change, their uniform didn’t change. That’s the only thing that changed. So, the conclusion was, again, that it’s not the work that they’re doing, that necessarily just drives the outcomes, but it’s what they think, the thinking about that work, what they believe about that work that then also impacted outcomes.

You know, when I read this study, as well as again, the growth mindset study that Carol Dweck has done, where she did almost the same type of thing as it relates to education, I thought, “Well, my goodness, like, why doesn’t this apply from a leadership standpoint?”

And I have experienced in my own work, part of my frustration as an executive coach for the past 22 years is I would help my clients move to action, move to doing something different but they would always come back to the thing that was frustrating them to begin with or the outcomes that they weren’t getting to.

And what I realized is they were changing what they were doing, but they weren’t changing what was driving the behavior, which is the belief or the thought or the assumption or the mindset. But if we could change that or expand on it, I don’t even like to use the word change, it made it much more sustainable in terms of them being able to have new behaviors, new ways of doing things to then make the out more sustainable.

Pete Mockaitis
And I’ve heard of this study several times, and whenever it comes up, I just wonder, like, what is the intermediate mechanism by which that is occurring? And so, I can only speculate, and maybe they’ve got better speculations or you know, and you can solve this mystery for me.

But in terms of, if you think about it as exercise, you then do it differently and you actually appreciate, “Oh, my heart rate’s getting up a little bit.” It’s like, “Ooh, I’m going to have a little bit more gusto in the way that I’m moving.” And, thusly, there are physiological impacts of that? Or, what’s that sort of intermediate step?

Muriel Wilkins
Think about it in terms of, you know, if I am watching a scary movie, again, I’m saying scary. If we’re watching the same movie and my belief is, “This is scary,” how does my body respond? My body responds for me, I might sweat, I might go like this and hide my eyes. I might clench my fists and my heart might start pumping fast.

But if you’re looking at the same movie, let’s say Chucky, which was the first movie my husband took me on a date, I would say that was scary for me. He thought it was funny, right? So, what did his body do? His body, his eyes lit up, he was jittery in his seat, he was laughing. Same movie, different response based on what we think about what we’re seeing in front of that screen. So that is my anecdotal way of explaining it.

And I think the same holds true in anything that we do, right? We all might look at a situation and approach a situation, and certainly in the workplace. How we experience any workplace situation, in particular the challenges, is impacted by the way we think about that situation, by what we think about ourselves, about how we think about the other person that’s part of that situation, or what we think about the context.

Pete Mockaitis
Certainly, yeah. I’m thinking about perhaps giving a speech or presentation. Some people say, “I’m so scared. I’m nervous. I’m terrified.” Others say, “I’m so excited. I’m pumped up. This is going to be awesome.” And it just has that whole cascade of downstream effects there.

Muriel Wilkins
Yeah. And, look, and, by the way, I’m not a person who sits here and say, “Oh, my gosh, just think it and it will happen.” Like, that’s not what this is all about. I think it’s much more about having alignment, right? If what you want to have happen is to show up as confident in that presentation, or what you want to have happen is the audience leaving feeling like you’re engaging, then you ought to work backwards and say, “If I want to show up as engaging to the audience, how would I need to act in that presentation?”

“How would I need to behave in that presentation? And if that’s the way that I need to behave, then what do I need to think in order to be able to behave that way? Or, how do I need to feel in order to behave that way? And if I need to feel that way, then what do I need to be thinking about the audience, about the presentation, about me, in order to increase the probability that I can actually feel and behave in that way?”

Pete Mockaitis
Oh, I like that a lot. So, working backwards there, in terms of my thought or belief leads to my feeling and then my presence, how I’m showing up leads to the impact or transformation. And then as you explore that chain, you could even see, “Well, I need to think or believe that,” I don’t know, “this thing’s really going to work.”

And so then, we’d say, “Well, what are my doubts? Well, why don’t I go investigate those? OH, hey, what do you know? It looks like the odds really are good that this thing is going to work, and that it will naturally flow through.”

Muriel Wilkins
Yeah. And, look, and it’s not to lie to yourself. It’s also the point that many beliefs can exist at the same time, right? And so, again, going back to the example of the presentation, yeah, I could still say, “Oh, my gosh, like, I might mess up my words.” That certainly could be true. We don’t know if it’s actually going to happen.

And I have this belief that, “If I mess up my words, people are going to think that I don’t know what I’m talking about.” And I can also believe that what I have to say is really interesting and that others will be interested in it. So, which of those two is best going to serve me if my goal is to be engaging in that presentation? The second one.

So, it’s not to say that the first one doesn’t exist. It’s just that it’s not helping me right now. So why pick it up, right? It’s like if I’m trying to be healthy and in front of me is a carrot or a bag of potato chips, right? Both are good, and I’m making the choice based on the outcome of I want to be healthy, I’m going to pick up the carrot.

If it’s like, “Muriel, you just want to satiate your taste buds right now,” if that’s the goal, then I might pick up the potato chips. Just make sure that the way you’re thinking about something and the way you’re acting is aligned with the outcomes that you want rather than just based on default or habit.

Pete Mockaitis
Beautiful. Thank you. Well, could you give us the quick, I don’t know, two- three-minute version of the rundown of the seven beliefs you highlight here?

Muriel Wilkins
Yeah, absolutely. So, we already spoke about one, which is “I need to be involved,” which is basically, the way you see it is somebody just wants to be involved in all the things. I think the example of wanting to be copied on everything is a great one, and that’s a telltale sign that that might be there for you.

The second is “I need it done now,” which has a sense of not only wanting completion on all the things, but also urgently. So, there’s almost this, what it leads is what’s known as toxic productivity, which is everything needs to be done at any cost.

The third is “I know I’m right.” It typically shows up as the person who, you often hear them called as they always want to be the smartest person in the room. What’s tricky about that one is those folks actually do have an uncanny ability to know the answer and see around the corner. They’re just doing it in a way that doesn’t serve their goal, which is to also get other folks to align with them.

The fourth is “I can’t make a mistake.” And so, that’s pretty self-evident. It’s this belief that no mistakes are acceptable in any type of way. And it really is grounded in this notion of underlying it all, feeling like, “If I make a mistake, I won’t be able to recover.”

The fifth one is, “If I can do it, so can you,” which is, again, one of those that sounds motivating, but can be quite debilitating. We have, “I can’t say no,” as the sixth one. And then the last one is, “I don’t belong here.”

Pete Mockaitis
Okay. Well, so what’s interesting is each of these has many particular flavors, variations, facets. For example, “I can’t say no,” I can imagine it’s sort of like there’s a, “Or, what?” And like the, “Or, what?” it could be totally different for people.

Muriel Wilkins
That’s right.

Pete Mockaitis
Like, “Oh, they’ll think I’m not a team player,” or, “I’ll get fired,” or, “I will miss out on this once-in-a-lifetime opportunity that’ll never come back.” Just for one demonstration, can you give us a feel for the different variants of, say, “I can’t say no”?

Muriel Wilkins
Yeah, I think that’s a great nuance that you’ve pointed out, Pete. And I think, in order to understand the variance, because, by the way, you can have this belief and it shows up in varying ways depending on the situation or different even times in your career or your life. But what I think is important to understand is where these beliefs come from, right?

You weren’t born with them, they were learned. And they were learned because it is what got you through something, that got you through to the other side. They actually helped make you successful. A lot of times, in your family of origin or maybe in your schooling or maybe in your community or maybe just out in the world, but now in this particular context, it might not be helping.

Even though they are variants, they all have a commonality, which is, “What is the need that they’re trying to fulfill? What are they trying to make sure that you get?” Fundamentally, under each of these beliefs, we are all trying to get three needs met. The first is the need to feel worthy. The second is the need to feel connected. And the third is the need to feel safe, okay?

We all have these fundamental needs in the workplace, outside the workplace, when we were two years old, and when we are 55 years old, right? So, many of these beliefs come from a place of trying to get these needs met. So, the, “I can’t say no,” for example, well, when you dig down, when I work with my clients and we dig down and say, “Well, why can’t you say no?” They might say like, “Well, I don’t want to disappoint them, right?

Well, what would disappointing them mean? Ultimately, when you feel, you know, I remember my daughter told me once when she was younger, she said, “The worst thing that you could ever tell me.” She was like eight. She said, “The worst thing you could ever tell me is that you’re disappointed in me.” I said, “Really?” I said, “It’s not that I don’t love you.”

She said, “No, no, no. It’s that you’re disappointed in me.” And I said, “Why?” And she said, “Because I would feel like you’re literally just, like, turning your back on me,” which basically told her those words meant that she would no longer be, in her eight-year-old mind, would no longer be connected to me, right? And so that was her articulation.

But at the root of “I can’t say no” is a sense that, “If I say no, I will be disconnected from the people who I am trying to do something for, or from the work. So, yes, on the other hand, means that I am connected, right?” And so where might that come from? Maybe at some point in your career, in your life, or whatnot, you learned that saying yes kept the relationship going, kept the connection going.

But does it still serve you? And is it necessarily true, now, universally, that if you say no, it will destroy the connection? And vice versa, as many people find out later in their career, “Even though I’m saying yes to everything and taking all the things on, I still am not maintaining the connection. I’m still not getting the promotion. I’m still getting fired. I’m still the last one here and abandoning myself rather than being able to care for myself and care for the work at the same time.”

So, it’s not that, all of a sudden, I want people to say no, no, no, no, no, no, no all the time. It’s just understanding that that rule that you have in your head that may have served you at some point is not a universal rule. You have to be able to adapt and recognize “When is it helping you, and when is it not?” So, there are times with my clients where I’m like, “Yeah, you can’t say no. This is one you can’t say no to. You got to do it.”

But then there are others who’s like, “Really? What are your other options?” Well, you’ve got yes, you’ve got maybe, you’ve got a stream of other options that you can choose as a response. It doesn’t always have to say yes, be yes.

Pete Mockaitis
Well, I love that. And it sounds like we’re starting to get into it a little bit, the process, your framework, when you are addressing these pieces. Can you walk us through these steps?

Muriel Wilkins
Yeah, absolutely. I mean, the first step is that you have to uncover that there’s actually some place where there’s misalignment. And so, what I tell people and try to short-circuit it and I talk about it in the book is the minute you feel something is off, that’s the only way I can describe it. And that can come from an external cue.

Somebody’s not getting what they want or you didn’t get the promotion or you’re not getting the feedback you want or you’re not, something is off. There’s a gap between what you want, the outcome you want, and what’s actually happening. The audience seems bored. But there are also internal cues, and I would much rather people face the internal cues, because they usually suggest it before the external ones come up.

And the internal cues, you know, I’m pointing at my chest, my heart space here, is my chest tightens. Something feels off. I get like a little tingly. Something feels off. I’m worrying about something, but I don’t even know what I’m worrying about. Something feels off. So, the first question is, or awareness is, “Something doesn’t feel like it’s happening the way I believe it should be happening.”

And then the second question is you have to name what is the belief that might be driving that dissonance, right? So, “What is it that I’m believing?” And this is a simple question, “What is it I’m believing about myself? What is it that I’m believing about the situation? Or, what is it that I’m believing about the people involved or the stakeholders or whatnot that is contributing to me behaving or feeling in this way?” Okay? And so, that’s where the naming happens.

And what I found is that when we got down to it, it typically, at least for my clients, ended up being one of these seven. Those were the top seven. There are certainly others. And so, I’m not suggesting that these are the only seven. It’s that at least it gives you a jump start as to what they might be. Once you can name the belief, then you want to move to, before you move to action, which is, “Okay, well, Muriel, what do I do about it?”

You want to actually unpack it a little bit, and that’s step number two, unpack it. The unpacking is becoming friendly, getting to know that belief, because it’s been around a long time. You better believe it. So, you’ve got to look at it and say, “In what way has it helped me? And in what way is it not helping me? Why do you want to do that?”

Because this is not about getting rid of the belief. Again, it’s just putting it to the side so that when it is helpful to you again, you can pick it up. And the only way you’ll know when to do one or the other is if you become familiar with it. And just asking yourself, “In what moments has it helped me? And in what moments does it not help me?” you are then having more agency and taking control more about what your beliefs are and your thoughts and assumptions are, rather than just, again, looking at them universally.

Once you do that, then you can move to the third step, which is the unblocking. The unblocking has two pieces and it’s very important. The first step is reframing the belief. So, you’ll say, “Okay, well, if that belief’s not helping me, which one would?” And it’s just as a reframing. So, instead of, “I need it done now,” what if it’s, “I need certain things done now,” or, “I need the things strategic, that have strategic value done now,” or, “I need the things that are most important done now”?

Or, we even drop the now, “I need to focus on the things that are important for us to do.” And that little reframing, you can then channel into the last step, which is the actions. If that is my new belief, then how will I approach this situation or this work in front of me or my team or myself, right?

The issue is most people try, because we are so action-biased, most people try to short-circuit the whole process and go straight to, “Oh, there’s a problem? What do I do? What do I do?” And that works, but that’s the fake-it-till-you-make-it approach and it’s not sustainable. We see this happen all the time with people outside of the workplace, with people who try to lose weight, for example.

It’s, “I’m just going to start exercising January 1st.” Well, we all know what happens by Feb. 14, right? Valentine hits and it all goes out the window. Why? Because the action change, but the mindset around relating to exercise, relating to working out, relating to all those things are not sustainable. And so, you go right back to the actions you were doing before because your actions will realign with the way that you think about it.

Pete Mockaitis
Well, sticking with that example for a moment, let’s say that we’re faking it till we’re making it in the world of exercise, your diet, health stuff, what are some ways some of these particular beliefs show up? Maybe just walk us through that whole process in which someone is engaged in that but it’s not going to end well, tell us, how might the execution of the three-step framework unfold to land in a happier place?

Muriel Wilkins
I’ll use me as an example. So, I have wanted to build my strength for a while. I’m a cardio person. I have been a long-time runner. Did distance-running for a long time, until my hip gave out on me.

And I thought to myself, I’d been told for years, “Muriel, you need to balance out your cardio with strength.” Okay, I tried. I would say, “Okay, yep, I’m going to start this program.” Went to action, but never, mindset-wise, it was, “No, cardio is where the real value is at. Running is where the value is at.” So, guess what I did most of the time? I ran, and within a couple weeks I would give up my strength training regimen, okay?

Until I recognized that, because of my hip injury, a couple ortho doctors told me, “If you don’t strengthen your hip more and your muscles around it, you’re going to have some serious issues down the line.” Okay, so how do I need to rethink about this? I need to rethink about this not in terms of training for a race, I need to rethink about this in terms of longevity, right?

What do I believe about longevity? Oh, what I believe about longevity is both my cardio and my strength is equally important to contribute to the type of healthy longevity that I want. Reframe, okay? That mindset of training for a race, “Cardio is where it’s at,” was not helping me. Okay, that I realized.

Once I understood where that original mindset came from, which was past the uncover, I could move to unpack. Why was I thinking, why was it helping me all this time? I knew that my success had come from racing, so I wasn’t letting go of that being the belief. I became very clear. I’m not racing anymore. That got me past the second phase.

Third phase, reframe, I now have new ways of thinking about my exercise routine. Okay, now I’m thinking about it differently, I can move to action. And every time I slip up on the strength training, which I still do, I go back and I say, “Okay, how am I thinking about this? Why am I slipping up on the strength training? I’ve got to rethink how I’m framing it.” And I go back to the longevity piece, which helps me continue with it.

Pete Mockaitis
Well, perhaps we have an eighth major belief there in terms of this isn’t valid. Maybe that’s related to “I don’t belong here.” It’s like, “You know, doing the strength training thing, that’s not really me. I’m more of a cardio person, a racing person, not down with the gym bros grunting and doing huge plates and all that. So, I don’t see the value here.”

But then, when there’s a new belief, indeed, it is transformational. I think I felt similarly, in that having a bodybuilder-like physique, I think, once appealed to me as maybe a 16-year-old. Never really happened. But now that’s just, it doesn’t matter at all in terms of my interest. But when you talk about longevity, I think about Peter Attia, and Outlive, and some of his things.

It really is, “Oh, well, would you like to be able to play with your grandchildren in your seventies and eighties?”

Muriel Wilkins
Yeah, different outcomes.

Pete Mockaitis
As opposed to being sort of stuck in a chair the whole time, and I’m like, “Well, I would. I would like that.

Muriel Wilkins
Yeah, absolutely. And, I mean, you mentioned him, but that is what changed my framing of thinking about this was actually reading his book.

Pete Mockaitis
Yeah, it’s a good one, Outlive.

Muriel Wilkins

And so, it was like, “Yeah, I want a different outcome. So, what do I have to do? I can’t keep thinking about it the same way. I’ve got to change the way I think about it or else I can’t get with this program.”

Pete Mockaitis
Yeah. And I think about beliefs about value can be interesting, in that you may come to the opposite conclusion in terms of, “Hey, you know what? This thing really isn’t worth doing. I could just stop beating myself up and trying to get back on the wagon and just let it go.”

Muriel Wilkins
Yeah, absolutely. I mean, here’s the thing, and what really drives me, Pete, like we ought to work every single day or we have work, but work is part of our life, whether we like it or not. And it can be truly challenging. A big part of my career is built on the fact that work is challenging for people. I would be out of a job if they didn’t consider it challenging. And I want to be out of a job. I truly do.

And what I find, though, is that people do not give themselves credit for how much control they actually have about how they experience work. And this might sound very controversial, right. because we tend to say organizations have a responsibility to make us feel like we belong, organizations have a responsibility to make us feel like this, this, and that. And I actually absolutely agree.

I am not absolving any organization or system for making you feel a certain way. They have a responsibility. And you also have a responsibility for yourself when you go into that job or into that workplace. And so, your part of your responsibility is saying, “How am I approaching this? And how am I thinking about it?”

Because, again, what the research has shown is how you think about something does have an impact on how you experience it. And I don’t know about you, but if I know that I actually have half the currency to influence how I experience anything, why in the heck am I going to wait for somebody else to change my experience?

I’m going to at least try to make it 50% better, my part of it. If they don’t want to clean up, and I don’t want to rely on the other person cleaning up their side of the room, let me clean up my side of the room and at least know that I’ve shifted the energy a little bit by cleaning up my side of the room.

Pete Mockaitis
Well, Muriel, could you give us another fun example of someone who worked through this kind of process of examining the belief, starting from sensation, and, in fact, saw just this outcome, a transformation of the experience of work into something much more lovely?

Muriel Wilkins
Yeah, absolutely. So, I think one that comes up also a lot is the belief of “I know I’m right,” you know? And these are the folks who, quite frankly, they tend to be high achievers. They have been known as being very smart, particularly as they were growing up. They get things very quickly. I suffered from this one, quite frankly, and still have to manage it.

And so, I had a client where he received some feedback. The feedback didn’t say, “Oh, he knows he’s right all the time.” It didn’t say that. What it said is, “He talks over people. He interrupts in meetings. He makes people feel like they’re not smart.” I mean, so the feedback said, “You talk to him and you feel stupid afterwards because of the way that he responds.”

“He did not give a chance for people to come up with their own responses. He would question them in a way that, quite frankly, they didn’t even want to share what they thought out of fear that he was going to sort of come down on them.” And we’ve all experienced those individuals at some point in our life. I will raise my hand and say, unfortunately, I have at times been that individual.

And with my client, even when he got the feedback, he was very like, “It’s wrong. It’s not right. It’s not right.” And it wasn’t till, and I talk about this in the book, like he not only got it from people on his team, he got it from his peers, and that became an issue. And because they didn’t want to work with him, quite frankly, at that point, which was hard to then get the work done, because he needed his peers to get the work done.

And it wasn’t until he saw himself on a Zoom, we had recorded a Zoom meeting that he had been in, and he saw not how he was behaving, he saw how others were responding to how he was behaving, which was again, the interruptions, the constant “Got it, got it, got it, got it.” And, particularly, he saw the look of frustration from his boss, and he valued what his boss thought a lot.

And that’s when he said, “Okay, that’s not the way I want my boss reacting to me.” So that was the beginning, for him the large part was even getting the, like, “Yes, there is dissonance and I want to do something about it.” So, then we were able to name like, “Why do you think she responds that way? When you speak in this way in a meeting, what is going through your head…” that’s the question I ask him, “…when you interrupt, when you talk over people?”

And I remember, he just with exasperation, he’s like, “Because I know what we need to do.” He’s like, “I know what we need to do. I know what the answer is. Why are we spending time talking about this? We’re wasting time.” That was the belief. And he was applying it for everything. And so, for him, the unpacking piece, which is the second stage, came from this place of his whole life he had been valued for being right.

He was a top tier scholar. I’m not going to go into specifics because then he might be identifiable, but like, he was top of the top of the top. But anybody who has done well, particularly at school, and gotten rewarded for it, may suffer from this one. So, he understood that, while it may have served him well at school, or it might have annoyed other students, but he didn’t really care, it wasn’t serving him well in this role that he was in now.

And so then, we reframed it, right? And the reframe was based on, “What’s the outcome that you need to achieve?” And the outcome he needed to achieve was, “It’s not just about getting the task done. I’m now in a position where I also need to get buy-in from my peers, and certainly buy-in from my boss. And so, what would I need to believe? What would need to be my operating assumption and principle in order to show up in a way where I was more collaborative in order to get to that outcome?”

And it was, “My job is not to always give the answer. My job is to help guide people to the answer,” which then led to him being able to listen a little bit more, ask the questions, wait till at least people finish talking. Now, will he ever be known as the warm and fuzzy guy? No.

But was there a marked improvement in terms of how others experienced him? Absolutely. And he was able to then move through some of these projects that he needed to get done with others a little bit more seamlessly than he was in the past.

Pete Mockaitis
What I like a lot about that story with uncover the blocker is there are perhaps many ways to illuminate this above and beyond simply introspection. It’s like here we’ve got some technology and work, a recorded Zoom meeting, “Oh, okay.” And that shows some things that you may not get with looking into the sky with a journal in hand.

Muriel Wilkins
Yeah, yeah, absolutely. I mean, that’s why I think it’s both sort of a mechanism of there are external cues and then there are internal cues. For me, personally, I don’t really care where your cues come from, know. As long as you are aware that, again, the math isn’t math-ing, what you want to have happen is not actually what’s happening, or something’s getting in your way.

And sometimes, again, you know, it’s nice to know about the internals because you can short-circuit that a little bit faster than waiting till you get, you know, so for him, what would have been an internal cue, an internal cue would have been able to read the room, not necessarily waiting for the Zoom. Now what’s interesting in this particular example is that, with practice, he became better at reading the room, right?

And that’s what I’m looking for. It’s not necessarily that you get it right every time. It’s that he got to a point, and that’s what I look for with each one of my clients and I look for, for myself, is the course-correction time taking less time. So, “Am I able to notice?” It’s, was he able to notice in the moment that, “Okay, yeah, I just interrupted for the third time, and that person looks a little exacerbated. Maybe I should switch course right now.”

“Yep, I’m totally anchoring in the ‘I know I’m right.’ I can hear it. Let me reframe so that I can be more collaborative in this meeting if, indeed, that’s my goal.” Because if that’s not your goal, if your goal is to come off as the smartest kid in the room, as the 360 said, then keep doing what you’re doing. We don’t need to do anything differently.

Pete Mockaitis
Right. And I’m thinking, when it comes to these reframes, so we move from “I know I’m right” to “My role is to help others find solutions, not to always give them the answers,” I think that, in my experience when making that shift, in the moment it can feel revelatory like an epiphany I’m kind of excited about.

And then, yet over time, it doesn’t really feel as though that is, in fact, the dominant operating model inside of my feelings, nervous system at work. Do you have any pro tips on reinforcing the enlightened reframed such that it’s really sticking and taking root?

Muriel Wilkins
Yeah, look, I think that what’s very cool about beliefs is that they’re so malleable, right? And so, I actually think that this model works if you are curious. And so, I encourage people to continue to be curious about it because that may not be it. The reframe might not be what’s going to last forever and ever and ever. You may need to reframe that even more.

And so, you want to constantly be asking yourself. The real rule of thumb is really keep being curious about, “What am I thinking in this moment?” And the more that you can keep thinking, or, “What am I thinking as I walk into that meeting? What am I thinking as I go into that conversation? What am I thinking as I’m about to do this presentation?”

And the more you can make that curiosity starting point, the beginning of your planning for anything, the more you will let those beliefs evolve even more so that you can discover, “Oh, that’s not it. Maybe it’s something else,” and that’s okay, right?

The issue is when you just are so attached to that one fundamental belief, one of the seven or whichever other one you’re tied to, that you end up not doing anything differently. You just keep doing the same thing over and over again, which as we know is the definition of insanity if you’re expecting different outcomes.

And so, the whole notion is, if you want to do something different, just being curious about what’s driving that doing. And continue to mold it, continue to, I personally practice this a lot and it comes a little bit more naturally, but it’s taken me years to master. I don’t even think I’ve mastered it, but years to kind of habitually be curious about what I’m thinking in the moment.

And I will be like, “Yep, I got it.” And then three months later, I’ll be like, “Oh, there’s another level to it. It’s not only this, it’s also that. Okay, that’s cool, let me try that one now.” And so, you have fun with it a little bit.

Pete Mockaitis

Beautiful. Well, Muriel, tell me, any other key things you want to make sure to mention before we hear about some of your favorite things?

Muriel Wilkins
I mean, look, I think the main thing is, that I would love for folks to take away is, again, this notion of you have so much more in control than you might give yourself credit for. And true agency is an ability to have a choice.

And one of the areas, and probably the primary area that I believe we all have a choice with is how we think about anything. And so, if you want to have a choice in how you experience anything, start with what’s most in your control, which is your thoughts, your assumptions, and your beliefs.

Pete Mockaitis

All right. Well, now could you share with us a favorite quote, something you find inspiring?

Muriel Wilkins
Well, one of the quotes that inspired this work, and is a favorite quote of mine, that comes from the world of Buddhism is, “Pain is inevitable. Suffering is optional.” And that’s the quote, right? Pain is always going to happen. Challenges are here and they will cause us pain. The goal is not for the challenges to go away. But how we respond to those challenges can either make us feel like we’re suffering or we can have a different experience with them.

Pete Mockaitis
All right. And a favorite tool, something you use to be awesome at your job?

Muriel Wilkins
Right now, my favorite tool is breathing. It’s, literally, recognizing and applying the fact that I can change how I experience anything by just changing the way I breathe as I’m going through it.

Pete Mockaitis
And a favorite habit?

Muriel Wilkins
My favorite habit is every night texting my kids because they are now off to college, and I text them “Good night” and “Love you” every single night.

Pete Mockaitis
All right. And is there a key nugget you share that really connects and resonates with the clients, they retweet you and you’re known for?

Muriel Wilkins
Every now and then we get we go there, and I said, “Listen, I’m not religious, but I’m going to drop some Buddhist knowledge on you, right?” And, yeah, I tell them like, you know, pain is inevitable. Suffering is optional. And you can just see in their face that they get it.

Again, this whole notion is they have more control around how they experience something. And, particularly, from a leadership position, if you’re in a leadership role, the way that you respond to something has so much impact on everyone else. And so, the ripple effect is real and be a good steward over that.

Pete Mockaitis
And if folks want to learn more or get in touch, where would you point them?

Muriel Wilkins
Yeah, so if you want to learn more about all the things that I’m involved in, MurielWilkins.com is the best place to take a look. And I’m on LinkedIn at Muriel Wilkins, and on Instagram @coachmurielwilkins.

Pete Mockaitis
And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Muriel Wilkins
My final call to action is be curious about your mindset. Don’t go straight to doing. Take a pause and just be curious about how you’re thinking or what you’re thinking about what you’re about to do.

Pete Mockaitis
All right. Muriel, thank you.

Muriel Wilkins
Thank you, Pete. Always a pleasure.

1105: The Five Critical Roles of Every Winning Team with Mark Murphy

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Mark Murphy shares insights from his research on maximizing team effectiveness.

You’ll Learn

  1. Why you don’t want a team of all “team players”
  2. The simple trick for more decisive teams
  3. How to get your team to generate 3X more valuable ideas

About Mark

Mark Murphy is a New York Times bestselling author, Senior Contributor to Forbes, and Founder of Leadership IQ, a research and training firm. His latest book is TEAM PLAYERS: The Five Critical Roles You Need to Build A Winning Team. Mark’s previous bestselling books include: Hiring for Attitude, Hundred Percenters, HARD Goals, Managing Narcissists, Blamers, Dramatics and more. 

Mark leads one of the world’s largest databases of original leadership research, and his work has appeared in The Wall Street Journal, The New York Times, Fortune, Forbes, Bloomberg, BusinessWeek, Harvard Business Review, and U.S. News & World Report. He’s been a featured guest on programs including CBS News Sunday Morning, ABC’s 20/20, Fox Business News, CNN International and NPR. 

Some of his most well-known research studies include “Why New Hires Fail,” “Are SMART Goals Dumb?,” “Why CEO’s Get Fired,” “High Performers Can Be Less Engaged,” and “Don’t Expect Layoff Survivors to Be Grateful.” Mark has conducted training for The United Nations, Harvard Business School, Microsoft, IBM, MasterCard, Merck, and thousands more.

Resources Mentioned

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Mark Murphy Transcript

Pete Mockaitis
Mark, welcome back!

Mark Murphy
Thank you for having me. I’m glad I got invited back.

Pete Mockaitis
Well, yeah, you know, well, it took seven years. What’s that? It’s almost like a biblical punishment. You were exiled for seven years, Mark. But now…

Mark Murphy
I had to go wander out there for a bit and I made my way back now.

Pete Mockaitis
Well, I’m excited to talk about teamwork, team players. And could you maybe kick us off by sharing a particularly surprising, fascinating discovery you’ve made about teams in the seven years since we chatted last?

Mark Murphy
So, the biggest thing, one was not surprising, and that is there are plenty of people that find that the teams they’re on, that they’re forced to sit on every day, aren’t always great uses of their time. But the bigger issue was that, when we started studying this and we asked people, “Listen, is the team you sit on presently, is it actually taking advantage of your talents? Like, do you feel like you get to use your real abilities?”

And two thirds plus of people were like, “No, not really. Like, I’m forced to sit here. I have to go through, I’m part of the group and, you know, that’s good. But I don’t really get to use my strengths. I don’t get to do the thing that I am really well suited to.” And that led to the big kind of aha discovery about teams is that the most successful teams are teams that aren’t focused on trying to make everybody operate the same.

We have this kind of cliche definition of, “What is a team player?” Well, a team player, it’s usually like, they’re kind of outgoing, they’re very friendly, super agreeable, very conscientious, and they have high-end followership, they can get along, all that.

But it turns out that the best teams are more like a rock band, or a symphony orchestra, or an NFL team, or an NBA team. That is, if you look at an NFL team, you got some guys are like 350 pounds, you got others that are 220, some are six foot eight, some are five foot seven, some are really good at throwing a ball, some are good at catching a ball, some are good at pushing people, some are good at running fast.

There’s a weird mix of talents and abilities, and the best teams in business in the real world are ones that assemble sometimes weird seeming groups of people and let everybody do the thing that they’re really good at, rather than trying to stuff us all into a room and go, “We all got to act the same way. It’s all about cohesion. We can never say a cross word.”

Best teams are like, “Nah, no, no, this is, like, I need a center. I need a point guard. I need a forward. I need a shooting guard. I need a bunch of different talents. And y’all don’t have to look the same or act the same or think the same. In fact, it’s better if you don’t.” And that was kind of the big aha moment of this.

Pete Mockaitis
Well, I like that a lot. And to your point about high agreeableness, well, we’re going to get there in a moment in terms of the five critical roles, one of them is a trailblazer. And, indeed, they don’t agree so much, and that’s super useful. And I think that’s just great to highlight right off the bat in terms of being a team player does conjure up images of what that’s “supposed to be.”

And I think I’ve even had moments in team conversations where it’s like, “Hmm, this doesn’t quite sound right to me, but I don’t want to cause trouble and I want to be a good team player. So maybe I’ll just keep quiet for now.” And, occasionally that’s the right move and, often, that’s the exact wrong move.

Mark Murphy
We just are releasing a new study next week on teams, and one of the findings was, we asked people, “Have you ever had an idea that you raised to the team and the team rejected out of hand?” And that was like nine out of 10 people. Or, “Have you had an idea that you were afraid to bring up to the group because you were afraid how people were going to react?” And that was, again, like, nine out of 10 people.

And it’s like, “How many brilliant ideas and innovations are we leaving on the table because people in the room were just afraid to say the thing that the emperor has no clothes, or there is a way better, faster way of doing this, or we are heading down a path that is going to waste all of our times?”

And if the idea of having a team is to get the best thinking possible out of all the people in the room, well, what good is that if we have people that are afraid to speak up because we told everybody, “You know, you got to go along to get along”? No. It kind of runs counter to what a team is supposed to be in the first place.

Pete Mockaitis
Yeah, we heard some of those messages before when it comes to the benefit or value of diversity is, “Hey, we get to have different people with different experiences and that’s great.” And so that’s why we can see some relationships between, mathematically, in research, associated with diverse teams and better outcomes. But my understanding is that you get none of the benefit of that diversity if folks don’t feel like they can, in fact, speak up and share from their unique different experiences.

Mark Murphy
That’s exactly the thing, is that you can even assemble a great diverse group, and all various kinds of diversity, you can have – racial diversity, gender diversity, cognitive diversity, take your pick. It doesn’t matter. But if there is not an environment where we are actively seeking out the input from those folks, or we are telling everybody, “Listen, this is what it takes to be a team player.”

And again, usually, whenever we use the word team player, we’re usually using it in a pejorative, like, “You need to be more of a team player, and here’s what that means.” And we’re trying to, like, sand off the edges of people. And, well, it’s like, “Listen, sometimes it’s the edges that give us the brilliant insight.”

So, if I’m not making it safe enough for you to actually come into this room and do what you do well, if you don’t get to come in here and use your strengths and leverage them, well, then, I’m not getting any of the advantages of having diversity.

And the other side of it is, one of the reasons that so many people, I mean, and every one of your listeners, I would venture to guess, has, at one point or another, sat on a team where they’re like, “Well, there’s an hour of my life I’m never getting back. And it’s like this is an absolute nightmare.”

And one of the reasons people will sometimes feel like that is, like, “I don’t know what I’m doing here because you’re asking me to either be something I’m not, or you’re ignoring the thing that I am. Like, I have this particular set of skills and talents. Let me use those skills and talents. And if you’re not going to let me use them, then I don’t know why I’m here.”

Pete Mockaitis
A particular set of skills. Shout out to Liam Neeson. Well, yeah, so your book, Team Players: The Five Critical Rules You Need to Build a Winning Team, whenever I hear a sort of a typology, like, the five, I have to grill you a bit, Mark. What is the underlying research that says, in fact, there are five and not nine and not three? And how do we know that there are five and that this is real as opposed to something that Mark slapped together because he’s got to get another book out?

Mark Murphy
Yeah, a great question and a very fair one. So, the way this all came about was we started looking at teams, really effective teams and really ineffective teams, let’s say nicely.

And we started to look at, “Okay, well, what are the functions that actually get fulfilled in this team? Like, is there a task function? Is there a decision-making function? Is there an interpersonal smoothing over function, kind of a diplomacy function. “Is there a brainstorming or an ideation, an innovation kind of function? Is there a tracking function like, know, to-do list, milestones, Gantt charts, that kind of stuff.”

And as we started to dissect the various functions, one thing that quickly became clear was that the best teams are pretty good at making decisions, and we didn’t even care at the moment who was making the decisions, just, “Do decisions get made? Okay, cool. Is there a tracking kind of function on this team? Like, do you have any mechanism for ensuring that to-do’s get met? Do you have any kind of a peacekeeping function? You know, is there anything where, when conflict arises or conversations get a little tense, etc.?”

And so, the first thing was we identified that there are five kinds of rough buckets. Now, you can cut these buckets more finely. At one point, we had these cut into like 13 different functions. And we looked at that and said, “Well, okay, probably half of those are like played by the same people. And so maybe 13 is a little much.”

And so, we threw some, not to go too deep into this, but through some K-means cluster analysis, we kind of distilled this down into five that were notably distinct from each other, kind of buckets of work. And then we started to look at, “Okay, who are the people on the team? And what roles are they actually filling?”

And that’s where we discovered that, most of the time, for example, there’s usually somebody on the team, and a really good team, who is capable of making a tough decision. Maybe the group can decide for themselves, they take a vote, “Poof. No fuss, no muss.” But when the rubber hits the road and there you get a sticking point, is there somebody in the group who’s willing to raise their hand and go, “Wait a minute, okay, we’ve debated this long enough. Here’s the path we’re taking, let’s just go.”

That role was often not the same person that was playing that kind of peacemaker sort of role. Because as you might imagine, to play that tougher decision-maker role is a different kind of personality than the person who is kind of smoothing over ruffled feathers and smoothing over hurt feelings and bringing people back into feeling safe and comfortable in the group. Those were very distinct personality types.

So that’s how we came up with the five. It really wasn’t about the people, initially, as much as it was, “What does a team actually have to do to be successful?” I mean, you can take any kind of team. If you can’t make a decision, hey, it’s not going to be a good team. If you can’t hit a deadline on time, not going to be a good team.

When things get really heated, if you don’t have a way to resolve conflict, team’s not going to work all that well. So that’s the origin of this.

Pete Mockaitis
Okay. And so then, tell us a bit more about the subsequent research associated with the outcomes that teams that have these roles see better stuff than teams that don’t.

Mark Murphy
Then, once we had these five roles, and so the five roles are there’s the director, and that’s the person who makes those decisions when necessary. They’re not making every decision, but they’re capable of making that decision. There’s the achiever. This is the person that they don’t necessarily want to be in charge. They’re the person who’s like, “Give me a task. Let me go do some stuff, and I’ll be the worker bee. Okay, cool.”

There’s a stabilizer, and that’s like your to-do list Gantt chart calendar milestone person. Then you have your harmonizer. That’s like your peacekeeper. And then there’s the trailblazer, and that’s the person that, you know, will come up with the crazy innovative ideas, the out-of-the-box, even if it’s sometimes annoying and irritating, but they will shake things up a bit.

Now, when we had those roles, we then went back and started to look at, “Okay, the really effective teams versus the less effective teams.” And what we discovered was, number one, that the best teams, really, really good teams, if you ask somebody, “What’s the best team you’ve ever been on?” start there. And in 97% of those teams, all five roles were filled.

Then ask people, “Okay, well, what’s the worst team that you’re currently sitting on?” Okay, and look at those teams. And what you would find is only about 20% of those teams actually had all five roles filled. They were missing roles.

So, for example, if you think about a team that, when you go, “Hey, can your team, does it actually decide anything? Like, is it capable of just pulling the trigger and making a real decision?” and they say, “No,” well, nine times out of 10, that’s because that team doesn’t have a director. It doesn’t have somebody who is willing to ante up and say, “Even if this is unpopular, I will make that really hard decision.” Every team needs somebody.

Or, if you ask the team, “Hey, do you guys actually hit your deadlines? Like, when a team decides it’s going to do something, do you actually deliver that thing on time?” And people say, “Nah, not really.” Well, it’s usually because you don’t have that person, and every good office has one, it’s the person who keeps the calendar, and is like, “Hey, wait a minute, timeline here. We got a deadline to hit. Like, let’s move this along. Don’t forget the to-dos.” You need that kind of task master.

And when you find these lower-performing teams, the ones that kind of drive us all nuts, what we find is, overwhelmingly, they are missing at least one, sometimes two or three of the roles. And then on the other end of the spectrum, sometimes those teams had too many of one role. If you think about teams where the team is, like, always in a fight over what the decision is going to be and who’s going to get to make the decision, usually, it’s because you got, like, two or three or four directors.

You got like a bunch of people that all think they should be in charge of making the final decision. And then half your team meeting is spent with those people kind of fighting with each other over what it is we’re going to decide. And that becomes every bit as much of a nightmare as a team that can’t make a decision.

That’s basically it. Sometimes you will see in a team, like, “Yeah, we got 10 people who are great at keeping the calendar, but we got, like, nobody actually willing to roll up their sleeves and do the work. We just got 10 people who, you know, want to keep us on track, but nobody actually like doing stuff.”

Pete Mockaitis
Okay. And when you mentioned the effective teams and the ineffective teams, what’s the data set?

Mark Murphy
So, this was across, we started with about 1200 teams that we looked at. It has since broadened out to now we’ve got over 100,000 people, and that’s spread across, now I think it’s broken 10,000 various teams. But the initial study, well, the very first pilot study was about 400 teams. Then it went up to about 1200, and then it just started scaling up from there.

Pete Mockaitis
Oh, yes, but like where do you find the teams and assess the performance?

Mark Murphy
So, the teams initially come from either our research or our survey clients or our training clients. And so, we start with pools of people there. So, we’re dealing with organizations, so 95% of them are business organizations. And I say business because some of those are not for profit. So, there’s hospitals, there’s libraries, there’s a few government organizations.

But then the majority are your classic kind of for-profit, but it runs the gamut from organizations that, our initial cutoff, was an organization had to have at least a little over 50 people, and then all the way up to organizations with tens of thousands. And we set that limit, usually in studies like this, initially, because if you have a company with three people or eight people, and that’s like the entirety of the company, there can be a lot of confounding factors when you’re looking at a team.

So, we usually don’t touch the really small companies until later in the process, just because it’s, you never really know exactly what you’re getting because they’re so variable from each other. But then once you have a model, that’s where you can start to get some of the smaller shops.

Pete Mockaitis
Alrighty. And so then, how do we know? Part of it, I guess, you just recognize immediately from these descriptions, “Oh, yep, that’s a director. Yep, that’s a stabilizer. Got it.” But how do you recommend we understand and assess the makeup of a team?

Mark Murphy
Simplest, easiest way is at your next team meeting, go, “Hey, folks. Let’s try a little something. Here are these five roles. I want everybody to jot down, ‘What role do you think others would say that I play?’ and we’ll just go around, okay?” So, I’m Mark, I’m going to ask, “Okay, what’s the role that I think others would say that I most typically play on this team?”

“Okay, Jane, what about you? Oh, Pete, what about you? What role would you say people are most likely to say you typically play. Frank?” and we just go around, and we each identify, “Okay, what’s the role that we are probably most typically playing?” That’s one.

Once you have a pretty good sense of that, if you look around the room, and you’re like, “Huh, everybody said that they’re the director. Huh, we might have a problem here.” That’s step one, is just see what kind of distribution of people you actually have.

The second thing then is, based on those descriptions, is go, “Okay, well, what role really feels like it’s one that I would want to play? And maybe I’m not currently playing it, but what’s a role that maybe I would like to try out?” So, if I’m somebody that I am always in the role of stabilizer, I’m the one who is always keeping track of the deadlines and the to-do list and nagging people to get their work in on time, blah blah blah.

And maybe I look at this and I go, “You know what, I would love to just be the achiever. I would love to not have to manage the to-do list for this group, and I would love if somebody would just give me an assignment and let me go make the PowerPoint presentation. Just let me go roll up my sleeves and do some work without having to manage all of the other to-do’s for this group.”

And sometimes what you’ll find is that the role that we’re currently being forced to play isn’t the one that we necessarily really want to play, but we’re, for whatever reason, sometimes there’s just nobody else to do it, but we’re kind of forced into it.

But if you know, “Here’s the role that I’m usually seen as playing. Here’s the role that I most commonly play in the team. And here’s the role that I would really love to play,” it’s not that you’re going to magically be able to instantly do 100% of the role you would love to do, because you might still be necessary in the role you’re doing.

But if you can start to bleed this out a little bit and merge those two and go, “You know, some days, I want to be the stabilizer, but some days, I want to be the achiever. Some days, I want to be the harmonizer. Or, some days, I want to try that trailblazer thing.” Cool. Now you have a way to kind of identify something about the work you’re doing that might be more interesting to you, something that might get you a little more excited to go to this team meeting.

If your team can come together and say, “Listen, let’s give each other a chance to actually make sure, A, all the roles are covered, but, B, if you want to try and do something a little different in this group, okay, cool, try it. And let’s see if we can make it work because, if we can get you doing something that gets you excited, you’re that much more likely to be invested in the group and committed and feel good about the job.”

Pete Mockaitis
Okay. Well, so let’s say we’ve done this good work, we’ve identified the roles where people are doing the roles that light them up, they’re feeling good about it, we’ve got a reasonable balance or mix on the team. Once that’s in play, what are some of the best and worst practices for really rocking and rolling together?

Mark Murphy
So, a couple of things, and these are going to, some of them are a little weird. So, number one, every group needs somebody to make decisions, yes. So, sounds like I’m advocating for some kind of hierarchy. But one of the things we discovered was that, in really good teams, there’s always somebody who makes the decision, but it’s not always the same somebody. And that was kind of the big aha moment.

So, if you think of it like this, you got a basketball team. You have your Hall of Fame, All-Star player. It’s three seconds left in the game. They’ve got the ball, but three defenders converge on them. They’re looking around, and they’re like, “Okay, I could try and shoot it, but there’s three defenders on me. This is going to go terribly.”

And so, they look around and they see that this guy on the other side of the court, who’s a good shooter, but is not a Hall of Fame, not an All-Star. And they pass them the ball, and they’re like, “You know what, you’re in the best position to take this last-second shot. You’re in charge. You take the shot. Because I got three other bodies draped on me. There’s no way, whatever I do, it’s going in. But there’s a chance that you could actually make the shot.”

That’s what we call an adaptive hierarchy. NASA, very famously implemented the idea of adaptive hierarchies. If there’s a rocket ship that is having problems and you got somebody on the team that’s, like, the expert in fuel cells and knows everything about rocket fuel, and they’re like, “Listen, all the rest of us are pretty good at trajectories and telemetry and all the rest, but we’re not the expert in rocket fuel.”

They go, “Okay, well, who should be in charge of decisions about the rocket fuel?” “I don’t know that person over there who’s the expert in rocket fuel. When it comes to fuel related issues, they’re in charge.”

But the thing that is cool, and this is one thing that makes groups really interesting when they’re really clicking, is that it’s not so much everybody gets a turn necessarily, because that’s not the idea. It’s that everybody who is the expert in that particular area, gets to take charge of that particular area they’re expert in.

So, it’s how you get a team that can always make decisions. They have a clear hierarchy, but it doesn’t feel rigid and like some, you know, royal family thing where I always have to bow and genuflect in front of so and so. No, it’s maybe today is my turn to be in charge of making this particular decision, because it’s an area that I’m really good at.

And so, that’s one big thing that you can do as a team that is trying this out for the first time is just go, “Let’s have whoever is most expert at this thing be in charge of making the decision for that thing. And tomorrow it’ll be somebody else. The day after that will be somebody else, but let’s rotate this a bit.”

Pete Mockaitis
I like that a lot. And you also mentioned in the book the research showing that teams generate three times as many valuable ideas when the rules are each thinking independently before coming together. And can you dig into that a little bit and give us an example of that?

Mark Murphy
Yes, it’s, you know, one of the things that every team has tried at one point or another is brainstorming, right? So, you all sit in a room and you just start ideating. There’s no bad ideas and we’re just going to throw some stuff up on the whiteboard and just toss as many ideas out there as you possibly can. Okay, cool.

The problem is that a herding effect starts to take place. And sometimes it’s known as a conformity bias, is that, as people start throwing their ideas up on the wall, it starts to become clear that some of these ideas are more kind of mainstream than other ideas are. And what ends up happening is people start to coalesce around a very narrow set of ideas. And the crazy ones, which might hold your best thinking, kind of get pushed off to the side.

So, what researchers discovered was that you would get much better ideas, when they put people in a room and had them brainstorm, okay, that was level one. But when you told people, “Okay, we’re going to come into the room and we’re going to have a brainstorming session. But before we do that, you think by yourself for 10 minutes, just come up with your own brainstorming ideas for 10 minutes, then we’ll all come into the room together.”

And what they found was that the ideas got better, more innovative, even more profitable and valuable when people took 10 minutes of thinking by themselves before coming into the room to do the “brainstorming” because they were not filtering themselves when they were thinking alone.

And so, the next time you have a team meeting, one great thing to try is tell your group, “Listen, I want everybody to think about this alone. And I want you to come in with your ideas written down.” One reason for making everybody write down their ideas, or type them up, whatever, before coming into the meeting is that they can’t say, “Oh, I didn’t have any more ideas,” because you wrote them down.

So, this way, it really forces everybody to have their crazy, big innovation ideas, whatever, out of the box, and put it down on paper, and then come into the meeting room. Now you know that you are not going to get people who are afraid to speak up. You’re not going to get people that are filtering themselves and holding back their great ideas because they don’t want to seem like a weirdo. You get all those great crazy ideas and that’s where some of the best stuff comes from.

Pete Mockaitis
Okay. Well, Mark, tell me, anything else you want to make sure to mention?

Mark Murphy
I think the one other thing to think about is that, and this is just a way of making teams more effective, is going back to something we talked about earlier, Pete, is the, “Listen, what role would you love to play on this team?” I think this one is really important because, one of the things that I found when we were doing this research, is that there are a lot of people who are like, “Listen, I’m kind of quiet. I’m more introverted. I’m not predisposed to love groups necessarily.”

But when we found that even the most introverted of people, when they got to play the role that they were really good at, they’re like, “Yeah, I love groups. This actually isn’t so bad. This isn’t as bad as I thought it was going to be at all,” just because they got to do the thing that really mattered to them. And it’s just such a simple thing, asking people, like, “What’s the role you’d like to try out in this group?”

Give it a shot because, if it gives somebody on your team that maybe didn’t love teams, the chance to actually enjoy working on a team, man, it can make all the difference in the world and it’s not that hard to do.

Pete Mockaitis
Lovely. Now could you share a favorite quote, something you find inspiring?

Mark Murphy
Well, the one that relates to teams, and it’s going to sound weird, Michael Jordan was walking off the court one day after practice in the late ‘90s, one of his assistant coaches, Tex Winters, hollers out to him, “Hey, Michael, there’s no I in team.” And Jordan looks back at him, and goes, “Yeah, but there is in win.”

Now, what Michael meant by that was, “Yeah, you know what? I’m the most important person.” But what he later came to find was that what that really means is that, “I have a role I have to play, but you know what? I got to be willing to pass the ball to the other I.”

So, when he learned to trust Scottie Pippen, when he learned to trust Dennis Rodman, when he learned to trust Steve Kerr, for example, to take the last-second shot, all of a sudden, the idea that there are a bunch of I’s on a team that really do make a team successful, you know what, yeah, they’re not technically an I in team, but there is a me.”

And my whole thing is, listen, find the me’s, allow the me’s on your team to be themselves. And you’re going to have one heck of a higher-performing team.

Pete Mockaitis
All right. And a favorite study or experiment or bit of research?

Mark Murphy
So, one that I quote in the book, but it’s just such a classic study, Solomon Asch in the ‘50s did this study, and this speaks to what you were asking me about with brainstorming, for example. So, there’s eight people sitting in a room, and these eight people have to look at a sheet of paper and there are lines drawn on the sheet of paper.

So, like maybe one line is like the length of your thumb, and then another line is like the length of your first finger. So, there’s clearly a big difference in the length of these lines, right? And so, the people in the room, they were all asked like, “Okay, well, which line is longer?” Now, seven of the eight people in the room were actors. Only one of the eight people was the actual subject of the study.

And so, the seven people would go, “Well, the thumb length line, that’s the longer one.” And the eighth guy in the room, or gal, would look and go, “What? Are you nuts? Like, that’s clearly, that’s the shorter line. That’s not the longer line. Like, anybody could see this.” But because the other seven were like, “Nope, that’s the longer line,” they started to doubt themselves, even though their eyes told them crystal clearly, which is the longer line.

Three quarters of the subjects in that study changed their answers at one time or another through the course of the study to conform with the group. Thirty percent of all of the answers, people knowingly gave the wrong answer because they wanted to fit in. That, I think, is such an important study to bear in mind.

And even though it’s 70, what, 75 years old now, it is still as relevant today as it was back then. Because if you really want to get some innovative thinking in your group, and you want a team to perform, the last thing you want is somebody in the room to lie to you just because they don’t want to look, to be the only one who is willing to tell you the truth. That is just absolute death for a team.

So just always kind of think of that, “If seven other people are saying something, how am I going to get that one person to speak up?”

Pete Mockaitis
And a favorite book?

Mark Murphy
The one I love, still, is a book by Erich Fromm and it’s from 1940-41, somewhere in there, called Escape from Freedom.

And the book is basically an exploration about, “Why do, sometimes, people give up their freedom? Why do they not want to make decisions?” And it comes back to a lot of what we’re talking about here, is that sometimes, it can feel lonely to be the only person making this decision.

And while, you know, it’s, again, it’s what, 80-some odd years old now, there’s a lot of great wisdom in it. And while not everything in it is perfect, it does raise the question, I think, for every team leader is, “How am I taking this into account with my group? Am I making it okay for people to make decisions?”

Like, when we talk about adaptive hierarchies and rotating responsibility, all of this is to try and grow people that are more capable of making decisions so that I don’t have to do everything. I want people to have more freedom and autonomy. And to do that, I have to do some of these things.

Pete Mockaitis
Okay. And a favorite tool, something you use to be awesome at your job?

Mark Murphy

So, there are a bunch. So, I’m going to give an AI answer and I’m going to give the either ChatGPT or Claude, but one of the things that we started doing with it was, so we have statisticians on our team that, when we create new studies, we’re running all of our statistics. But we started using ChatGPT and Claude, both of them, to model out different scenarios with our statistics, not just to get another set of eyes and error check it.

So, like when we, you know, “Let’s run the K-means cluster analysis and see how these groups come up.” But we can then run scenarios that, if we were doing it just like in SPSS or R or something, would take weeks. But now we can just throw it in and say, “Okay, here’s the model we developed. Here’s the statistical model. Here’s all of our data. Now, run this scenario this way. Now run it again this way.”

And so, we can model out a hundred different scenarios in a day, where it used to be, if we wanted to model out five different scenarios, it would take two weeks. And I know it’s kind of a weird use case, but one of the things that AI does exceptionally well is it will take an idea you’ve already developed, with data you already have, and allow you to play with, “What would happen if kind…?” of scenarios, “What would happen if these people weren’t in the study? What would happen if we had 10 more months that looked like this?” and just model out and do a little more scenario planning.

So, that’s one of my favorites, it’s a tool everybody has access to. It’s just, I don’t see as many people using it in that way, but it’s such a fun, cool use case for it.

Pete Mockaitis
Okay. And a favorite habit?

Mark Murphy
One habit that I do try and maintain, even when I’m traveling, is just 30 minutes of showing up for some kind of exercise. Even if it is nothing more than squats and pushups and sit-ups in my hotel room, it is one habit that does help set the day on a more effective path. And it is sort of like, you know, when you hear retired military folks talk about making the bed.

It’s something over which I do have control and it is something over which I can do pretty much regardless of where I am or what part of the planet I happen to be traveling to. It’s even if it’s just, you know, 15 minutes of some pushups and then some squats and then even not good sit ups, whatever. It’s something. And it’s something you can check the box, and go, “You know what? That’s something done today.”

Pete Mockaitis
Okay. And if folks want to learn more or get in touch, where would you point them?

Mark Murphy
If you go to LeadershipIQ.com, there’s a Team Players section on the website. And one thing that I do encourage people to do is there’s a free quiz on there. It’s called, “What kind of team player are you?” Take the quiz and see what comes out. And then, listen, the thing is free, have your team take it, too, and see how you come out. There’s a bunch of different research studies and resources like that, but it literally takes less than five minutes. So, not that hard to do.

Pete Mockaitis
Okay. Beautiful. Mark, thank you.

Mark Murphy
Thanks again for having me. Hopefully, it won’t be seven years next time.

1104: Exploring the Timeless Principles of Influence through a Christian Lens with Brian Ahearn

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Brian Ahearn shares his strategies for people looking to create ethical and meaningful change–both at work and at home.

You’ll Learn

  1. How modern psychology and the Bible support each other
  2. How to build instant rapport with anyone
  3. The master key to cementing your authority

About Brian

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE. An international trainer and consultant, he specializes in applying the science of influence in everyday situations. He is one of only a dozen individuals in the world who holds the Cialdini Method Certified Trainer designation. 

Brian’s first book, Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical, was named one of the Top 100 Influence Books of All Time by BookAuthority. His LinkedIn courses have been viewed by more than 400,000 people around the world.

Resources Mentioned

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Brian Ahearn Transcript

Pete Mockaitis
Brian, welcome back!

Brian Ahearn
It’s great to be back, Pete. Nice to see you.

Pete Mockaitis
It’s good to see you, and you shared earlier that you are now a grandpa.

Brian Ahearn
Yes, it’s so much better than people tell you. They tell you all these great things. The way I would equate it is people can tell you about falling in love. But once you fall in love, it’s so much better than anybody can describe, and grandparenting is the same way.

Pete Mockaitis
Awesome. Well, I’ve decided to chat about your latest book, Influenced from Above: Where Faith and Influence Meet. Tell us, what’s the story here?

Brian Ahearn
Well, the story is a continuation of the book I wrote called The Influencer: Secrets to Success and Happiness. And it follows that main character, John Andrews, and he’s about 18 months into his retirement and he’s feeling a little empty. He’s had a great life. He’s done really well in business but he’s feeling a little bored, like, “There has to be more to life than just enjoying the fruits of my labor.”

And he, ultimately, gets involved with his church in a community center building project. And he has to begin to straddle the line of not only what helped him succeed in business, but also dealing with a faith-based community. And through his studies and interactions, he begins to see this connection between Cialdini’s principles of influence and biblical tenets.

And so, the story fleshes that out with a lot of different characters and some twists and turns and things like that.

Pete Mockaitis
Well, intriguing. So biblical tenets, well, first of all, let’s address that right up front. For folks who aren’t so much into Christianity, or any faith tradition, do you see value in this book for them as well?

Brian Ahearn
Yes, because so many of the things that are talked about are timeless in terms of, they’ve been around as long as humanity. One example we know about reciprocity, if I do a good turn for you, you feel a sense of obligation to want to do something for me. That’s been around as long as human beings have been around.

Jesus said, “It’s better to give than receive,” and, “Do unto others as you would have them do unto you,” so he was really talking about reciprocity. So, I think that the storyline will help people really see, whether they want to talk about biblical connections or, more generally, spiritual connections, I think that they will see that so many of the things that Cialdini and other social scientists have proven, via research and experiments, that these things have been talked about for thousands of years by very wise people.

Pete Mockaitis
Okay, then. So, these principles of influence are fantastic, and we’ve chatted about them a couple of times in the show, as well as we had Bob Ciadini himself also speaking to them. So, could you unpack a little bit about some of the extra ancient perspectives on each of them?

Brian Ahearn
To start with, as we were discussing before we jumped on air, what spurred this book on was my daughter’s question. She had seen me present here in Columbus, Ohio many, many years ago. And we had lunch and we had a great discussion about what I had shared. And then she asked this question, she said, “Dad, what I want to know is where’s God in all this? Where does he fit into the psychology that you are teaching people?”

And it was just an off-the-cuff conversation, and that was the genesis for the idea of the book. But one of the things I remember telling her, I said, “Abigail, in business, we may not talk about love. But if we employ this principle of liking the right way, we get pretty close to it. When we’re not looking to get people to like us, just so we can get them to say yes and move our agenda forward, when we instead focus on coming to like the people that we’re with, that’s what changes everything.”

Because, you know, Pete, the more that you see that, “Hey, this guy, Brian, he really does seem to care about me,” that’s what opens you up to whatever I might ask. But, at the same time, because I’m getting to know and like you, I do want what’s best for you. And so, we’ve really gone from transactional to relational in terms of our interaction. And, to me, that’s getting pretty close to love.

Love is about doing what is best for others, even at a sacrifice to yourself. And so, we can get pretty close if we choose to engage this principle of liking the right way. And then it transforms our giving, right? So, when we talk about reciprocity and I do a good turn for you and you feel like you should do something for me, but I’m not just doing something to get you to do something in return.

Because I’ve come to know and like you, now I really want what’s best for Pete. And so, therefore, I’m looking for ways to genuinely help you. And even if it’s not the right thing, there’s grace coming from you because you know that I like you and care for you and that I’m really trying to help you. I just may not understand exactly the best way to do it in that moment, but that’s the kind of thing that transforms the relationship.

And so, our conversation just started going down the line, talking about these different principles and why coming to know and like somebody, in other words, getting close to that love, really can begin to transform how we interact, how we do business, and how we form relationships.

Pete Mockaitis
Certainly. Well, I’d like to go into some depth with each of the six principles there. So, we’ve touched a bit about reciprocity.

Brian Ahearn
We could talk about unity.

Pete Mockaitis
Unity?

Brian Ahearn
Yeah, unity. Unity is one of the relationship building principles. And so, it goes deeper even than the principle of liking.

So, when we know that there’s unity there, in other words, when we have a shared identity or a deep bond, that transcends liking. And the interesting thing about unity is we will do things for people that we’re unitized with, that we might not even do for some of our closest friends. I mean, you take, for example, if somebody needs a kidney, we’re probably going to help a family member first and foremost because we’re genetically wired to help our species go on.

And that is very self-sacrificing to do something like give a kidney to somebody else. You’re not looking for anything in return. But here’s the neat thing about unity is, when I’m helping you, Pete, and we have unity, it’s almost as if I’m helping myself. I mean, when I do things for my grandson, it does wonders for me, right? He is my flesh and blood relative and I will do anything for him. I will make any sacrifices for him.

And that’s the principle of unity, which I think really gets us even closer to love. Because, again, I said earlier, love is self-sacrificial. And another interesting thing about unity is we don’t always even have to like the person. But if we feel that deep sense of shared identity or bond, we are much more likely to do something to try to help that individual.

So now we’ve really gone deep in the relationship aspect, hopefully, starting with liking, but maybe discovering unity. And I think that transforms the relationships that we have on a personal and professional level.

Pete Mockaitis
Can we talk about some of the ways that unity comes about?

Brian Ahearn
Unity, first and foremost, by genetics, our flesh and blood, our family, we are naturally unitized with them. Another great example from my lifetime was my father who served in the Marines.

And one thing he said was, “I still value Marine friendships above all others, even if they weren’t from Vietnam. There’s an invisible bond that joins us forever. If a Marine has a need, others will step in and help. It must be the result of having gone through such terrible times together.”

So, my dad didn’t really know much about the principles that I teach, but he recognized there was this invisible bond, and that word bond is really significant to the point where if a Marine had a need, others step in. It doesn’t matter how well you know them. It doesn’t even matter if you like them, “They are one of us and, therefore, we will do whatever we have to for that individual.”

So, again, from my life that’s the best example that I’ve seen of the principle of unity outside of the family relationship.

Pete Mockaitis
And what’s interesting about that notion is that, in some sort of groups, some folks will experience it and others will not. Like, I’m thinking in terms of, if it’s a faith community, if it’s being an alumnus, alumna, from a university, it’s interesting. Like, sometimes we feel it and other times we don’t. What are the core drivers behind that?

Brian Ahearn
Well, I think the proximity and the closer that you are to people. So, your example of like a university, certain universities have great reputation. They do a really good job of making people who go to those universities feel something special and significant.

Certainly, if you and I went to the same university and graduated in the same class, we would probably feel a deeper sense of unity than if I had gone to school with somebody who graduated 10 years before or 10 years after. We’ll still have it. It may not be as significant because you and I would have gone through the same things at the same time, maybe had the same teachers, remembered the same things that were happening on campus that create an emotional bond for us.

So, yes, there will be times whether it’s organizations or faith-based communities where you’ll have a unity but you can have it even stronger.

Pete Mockaitis
Very good. And then how do you think about the principles of spirituality within that?

Brian Ahearn
Well, there’s a verse in the Bible where it says that there’s neither Jew nor Greek, slave nor free, male nor female. We are all one in Christ Jesus. So that’s what Christ was pointing his disciples toward, that there was a sense of unity, especially before his crucifixion. He was praying that they would be one as he is one with the Father.

And so, that’s really how faith, I think, comes in. Again, we’re seeing this, thousands of years before anybody was talking about a principle called unity. But people who were extremely wise and connected understood that that was extremely significant. If those disciples were unitized, they were much more likely to be there and support one another in what became for, I think, virtually all of them, except for the Apostle John. It led to their own self-sacrificial deaths.

Pete Mockaitis
Yeah, absolutely. All right. Now let’s hear some ancient depth and goodness associated with the principles of commitment and consistency.

Brian Ahearn
Well, with commitment, the Bible talks about, “Let your yes be yes and your no be no,” and don’t make vows that you cannot repay. So, again, to a personal consistency in that principle says that we feel an internal psychological pressure, but also external social pressure to be consistent in what we say and what we do.

So, first and foremost, if we are consistent, we generally feel better about ourselves, which is a huge driver. Nobody likes to feel bad about themselves. So, we work very hard to keep our word. But, nonetheless, we need to be taught that. From childhood we are taught about don’t lie and do what you say. And so, we begin to get that sense of how important it is to do what we said we would do.

Pete Mockaitis
And now, as you’re dropping some verses here, I’m forming some connections here. I’m thinking about, “The measure with which you measure will be measured out unto you.” So, we’ve got some sort of honesty, commitment, consistency, as well as reciprocity, it’s like, “Well, if you’re cheating others with bogus measurements, then, likewise, you might expect them to do so,” as well as in the “Our Father” prayer, “Forgive us our trespasses as we forgive those who trespass against us,” in similar format.

Brian Ahearn
Yeah, so in that case, we have been given something, and that is forgiveness. Now, God doesn’t need us to reciprocate that back toward him, but he encourages us to, then, freely give that to others because it was freely given to us. So, it is engaging reciprocity, but it’s more in the form of a pay-it-forward, “I’ve done this for you. I hope you’ll do this for others who are in need of this.”

And I think when we really start to come to the recognition that we do need forgiveness, then it becomes a lot easier to realize, “Well, other people are like me, and this has benefited me tremendously, this burden kind of taken off my shoulders. I should try to do the same and encourage others by being that kind of forgiving individual.”

And then, again, I am mirroring what Christ was teaching his disciples, “If you don’t forgive, how do you expect your heavenly father to forgive you if you won’t forgive those who’ve trespassed against you?”

Pete Mockaitis
Certainly. Well, and now perhaps a bigger question is, I think that it’s quite possible for folks to twist, to abuse the word in terms of thinking, “Oh, okay, so Brian says it’s all good according to God himself, to unload, rock and roll, with wild abandon, these influence principles.” What do you think are some of the key checks in terms of being genuinely ethical, moral, loving with the use of these things?

Brian Ahearn
I have an interesting quote in the beginning of the book, where I talk about that I don’t see faith and science as in conflict. I get excited when I see that science confirms what faith has talked about for thousands of years. And the example that I shared was from a book called Sway by Ori and Rom Brafman.

And they were talking about brain imaging studies that showed there were two distinct centers in our brain. One lights up, or is engaged, when we are doing things for an altruistic reason. The other is engaged when we are doing things for a reward. But never do the two things, or the two parts of that brain, engage at the same time.

In other words, you’re either doing it for an altruistic reason or you’re doing it for a reward. And that goes back to something that Jesus said too. He said, “You can’t serve God and mammon,” or money. “You will either love one or love the other. You can’t serve two masters.”

And so, when I read that study, I just thought, “Wow, this is so interesting that we were being encouraged.” And I know people might think, “Well, you know, I can do things to get a little reward. I’m okay with that.” It’s really about what you’re starting with, “Am I trying to truly benefit or help this individual regardless of what may come back to me or what it might cost me?” That’s really probably very close to the altruistic.

But if I’m doing something, like I could be giving a lot of money to a charity, wonderful for the charity, but am I doing it because I so believe in that or I’m doing it for a tax break? And we know a lot of people do things because they want the tax break. Well, you’ve just received your reward.

Pete Mockaitis
Yeah. Or the influence or the cache or the praise, your name on something.

Brian Ahearn
Sure.

Pete Mockaitis
That’s intriguing. And then there’s also this notion, I’ve heard similarly with these brain studies, that under certain circumstances, the parts of our brain light up associated with sort of the using of tools and then people can sort of fall into that category, it’s like, “Oh, you are a means to my end.” And then that’s not such a great spot to be in.

Brian Ahearn
Yes, people aren’t tools. I look at them and I say, “They’re children of God, created in the image of God. And so, therefore, I should treat them as such.” And let me be clear about this, too. I am in no way perfect or even great at this. I mean, it is a process that you’re always going through. And sometimes you realize you could have done something differently with somebody.

I think the key to that is to just confess it, like, “Wow, I was really crappy there.” But at least confessing it, you may make a better choice the next time. But in terms of, I think if we engage, going back to liking and/or unity, if we engage it the right way, it starts to shift that individual as a means to an end, “Because I want to get the sale,” or whatever the case may be.

And I will give you an example that, many years ago, I have a client, they’ve been an awesome client, and as I was working with them, the person who’s the VP of sales, said, “Hey, I’m not sure there’s going to be any opportunity the way the economy is.” And I told him, I said, “That’s okay.” I said, “I really like you and I want to make sure we stay in touch.”

And so, we continued to do that. And after our daughter got married three and a half years ago, I sent an email, and said, “Hey, Abigail got married. It was one of the best days of my life so far,” and had a couple pictures. Well, he came back and said, “That is great.” He said, “I just got engaged. Would you come to Germany for our wedding?” I’m like, “Heck, yes. That would be incredible.”

So, Jane and I made our first trip to Central Europe and had a wonderful time. The wedding was incredible. Everything about it was great. So, our friendship got deeper at that point. And there were things that went on during the wedding, too, that I felt like connected us even more deeply.

Later, as we maintained our friendship and I did the natural, “Hey, you guys thinking about kids?” And then he said, “Yeah, but we’re going to have to try in vitro for certain reasons.” And I said, “You know what? Our daughter was born through in vitro.” I mean, now we are unitized because not very many people have gone through that process, but I was able to share with him the highs and lows and the success and the failures, and just be a friend to him.

By the grace of God, they’re pregnant. They’re going to have a little girl in December. But he and I, whether or not I ever do business with his company again, is almost irrelevant because of the connection and the friendship I have. But I also understand this, Pete, that if they have a need, they’ll probably turn to me because he knows I genuinely care about him as a person and I really care about the success of their organization as I’ve gotten to know about it and the individuals there.

So those are the kind of things, I think, that transform business and relationships.

Pete Mockaitis
Beautiful. Thank you. Well, let’s hear some ancient perspective on authority.

Brian Ahearn
A great one with authority was they said Jesus didn’t speak like the scribes and the Pharisees. He spoke as one with authority. And how often we fall prey to the belief that we have to have positional authority. I mean, it helps if you have the corner office, for sure. But what means a lot more, what we stress when we talk about being an authority is being a trusted expert. Because your expertise and your trust can transcend any role that you have.

And, obviously, that’s what Christ had. He had the trust of the people and he had the expertise with the authority, and he proved that by not only what he was saying, but then he backed it up by doing, right? “Anybody can say, you know, go in peace and be healed. Okay, you don’t think I have the authority to do that? Let me show you I do. Get up and walk.” And the paralytic got up and walked.

So, he is the example. And then the disciples became examples of that too, as many of them did miraculous things in His name.

Pete Mockaitis
Yes. And I’m thinking about, when you think about authority and trust, there are many ways that trust is subtly built and eroded, in terms of your interactions and just sort of the life you live and what people can see from that.

Especially, I think when it costs us something. I think there’s a great degree of moral authority that shows up when people say and do things for a higher good at their own cost or expense. And maybe because it seems somewhat rare, that I just think, “Okay, that person is awesome.”

Like, they have stature in my eyes, they have authority, and there’s sort of a halo effect that goes on, in terms of, I naturally believe the things they are telling me are true and can be relied upon because I have witnessed virtue from this person.

Brian Ahearn
Aristotle, I’ve often used this quote, he said, “Character may almost be called the most effective means of persuasion.” If we lose reputation because we’ve broken trust, it can destroy, I mean, you and I have lived long enough that we’ve seen this, it can destroy a lifetime of work. And so, therefore, we have to be very careful.

We don’t want to act like we’re walking on eggshells, but we have to be very careful about always doing right by people. And I always tell the people that I work with, “It’s not enough to tell the truth. We don’t hide the truth either.”

Because, Pete, if you knew that I was holding something back that was material to your decision-making, and then you made a decision and you would have made a different decision if you’d known that information, you will not be looking at me as a trustworthy person. You’ll be saying, “Brian, why didn’t you bring up this point?”

And for me to say, “Well, Pete, you didn’t ask,” is indefensible if I know that that would materially impact your decision. So, we tell the truth and we never hide the truth. And I think if we have that as a general way that we go through life, we are getting much closer to being that person of integrity that people will willingly trust.

Pete Mockaitis
Well, now let’s talk about some social proof.

Brian Ahearn
With social proof, it’s interesting that a lot of the things that are talked about in the Bible are kind of steering you away from social proof because, in following God, you are swimming upstream.

And we know that we can be influenced by other people, what many others are doing or what similar others are doing. And so, a lot of the time, we’re having to actually warn people against that. You know, it says that, “The way to destruction is broad and many are those who find it, but the way to life is narrow, and few are those that find it.”

So, that one’s that we have to be very sensitive to how we use it. And even in today’s day and age, quite often, people use social proof incorrectly. Example, if somebody said, if they were a teacher at a university, and they were to say to students, “You know, I just read a report that says 65% of students will cheat by the time they graduate. If I catch any of you cheating, I’ll have you down in the Dean’s office and get you expelled.”

But what I’ve just done there is I planted a seed, “Two out of every three students cheat at some point in their academic career?” And then, all of a sudden, somebody is stressed. They’ve got a lot of things going on, and, “Well, I’ll just do it this one time.” But I have, inadvertently, set the stage to make it easier for them cognitively to make that decision.

So, it’s a very interesting principle. We have to always utilize it to guide people in a direction that we want them to go. So, if two-thirds of students were cheating, but that same report said, “Cheating is on the decline,” I’m going to talk about the fact that cheating is on the decline, “You know, every year 10% fewer students are cheating,” or something like that, to try to get people thinking like, “Oh, this isn’t something I should try. This isn’t something I might get away with.”

Pete Mockaitis
Yes, social proof is just in us. We tend to follow the crowd. And so that’s a good caution there, is to highlight that. And then, I guess, in a way, there’s also a little bit of a streak in maybe some personalities that they want to be elite, rare, special, distinguished. And so, I think there may be some personality type. Or, what would you want to call it?

Brian Ahearn
Contrarian?

Pete Mockaitis
Yes. For that, a contrarian streak to them, were like, “Oh, well, then.” I think that’s people who like conspiracy theories, for example. I think that’s part of the appeal for them, it’s like, “Ooh, everyone is, the vast majority of people have the completely wrong idea, but I, and a few others, we really know what’s up here.” Although, I guess, in a way, that’s unity over there.

Brian Ahearn
Well, they can be unitized with that small group who believes as they believe, but they are also, in a sense, tapping into scarcity, “Everybody’s doing this, but this is the thing over here.” And, of course, that intrigues us. We are also naturally drawn to something that’s unique and different, rare, maybe not easily available. And so, it just piques our interest and, all of a sudden, you can take a step in that direction.

Pete Mockaitis
All right. Well, any other thoughts on scarcity?

Brian Ahearn
With scarcity, that’s replete throughout the Bible too. We’re told to, as long as it is day to work, we don’t know when night is coming. The Apostle Paul talked about the return of Christ, “Nobody knows.” Even Jesus said, “Nobody knows the day or the hour except the Father.” That wasn’t to scare people, but it was to get them to think, “You know what, I don’t want this, whatever, to happen tomorrow and regret that I didn’t take action today.”

And so, it really, I think it’s there to incent us to always be looking to do the right thing, to live godly lives, to do right by others, to love them and things, because tomorrow is not guaranteed for anybody. And one of the worst things that we can do is be on the deathbed and think about all the stuff we didn’t do that we wish we had. So, I think it’s a good way to look at life.

Pete Mockaitis
Well said. Well, Brian, tell me, anything else you want to make sure to mention here?

Brian Ahearn
I think if people read the book, they’re going to start to see more deeply these connections, as John Andrews learns about these and has to deal with a faith-based community. It’s motivated differently than a secular community. And he’s dealing with trying to get donations and volunteers. He’s dealing with a city zoning board and the city council and having to also go there.

But in no case does he ever abandon one or the other. He’s always looking to say, “Okay, now that I understand that there seems to be this underpinning of these biblical tenets for these principles that have been so instrumental in my success in my career, how do I marry these two to be a more effective individual, whether I’m dealing with the secular or a faith-based community?”

Because in either case, we still, in large part, our success and happiness rests on getting people to say yes to us. But I hope people will see that we can go to a deeper level, a level that does right by people and allows us to feel really good about ourselves in the midst of that as well.

Pete Mockaitis
Beautiful. Thank you. Well, now could you share a favorite book?

Brian Ahearn
Robert Cialdini’s book, Influence. And when Bob read the first draft of the book, he loved it. He said, “It’s totally unique.” He said, “I have never read anything that has tried to connect faith-based tenets to my principles.” And that was a huge compliment for me.

Pete Mockaitis
All right. And a favorite habit?

Brian Ahearn
A favorite habit would certainly be working out. Every day, I’m up for 4:00-4:30 and go for a long walk, and then I come in and I work out for about 45 minutes and spend time stretching and try to get all that done by 6:00-6:15. So every day starts with that.

Pete Mockaitis
All right. And if folks want to learn more or get in touch, where would you point them?

Brian Ahearn
First would be LinkedIn. And so, if anybody is finding this interesting, if they start following me or if they reach out to connect, they’re going to see something every day to help them learn a little bit more about how influence can help them in terms of their professional success and personal happiness.

The other would be my website, which is InfluencePeople.biz. There’s just a tremendous amount of information for people to really whet their appetite.

Pete Mockaitis
All right. And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Brian Ahearn
Well, I’ll say two things. One is, this isn’t really so much of a challenge, but I do want to make people know that if they order the book, which comes out on October 21st, if they send an email to BookLaunch@InfluencePeople.biz, and they tell me the name of the second chapter, I will send them a free e-version of the book, The Influencer, so the prequel to this book. They’ll get that for free.

As far as what I want them to take away from this, I would hope that it gets people thinking more about these principles beyond just, “How can I get what I want?” I mean, that’s very important. It’s very important to succeed at your job and all the benefits that that can do for, like, college education, vacations, all those things. They’re wonderful. But there’s something that’s more important. And I hope that, having listened to this conversation, they might start thinking more deeply about that.

Pete Mockaitis

All right. Brian, thank you.

Brian Ahearn
You’re welcome. It’s always a pleasure to talk with you, Pete.

1103: The Four Universal Patterns of Winning Innovation with JoAnn Garbin

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Former Microsoft leader JoAnn Garbin reveals the patterns and principles behind Microsoft’s biggest innovation wins.

You’ll Learn

  1. What most people overlook about innovation
  2. The secret to getting executives on board
  3. The four patterns responsible for Microsoft’s success

About JoAnn

JoAnn Garbin is a sustainability and technology entrepreneur with a 25-year track record of leading teams “from nothing to something to scale,” creating numerous innovative products and profitable businesses. During her tenure as Director of Innovation in Microsoft’s cloud business, she guided her team in developing billion-dollar opportunities, including the Regenerative Datacenter of the Future. In 2024, she founded Regenerous Labs, a collaboration committed to creating cross-sector transformations. 

JoAnn is an active alumnus of Villanova University, where she studied mechanical engineering and philosophy. Her fresh eyes and thought leadership were instrumental in driving novel insights into The Insider’s Guide to Innovation at Microsoft.

Resources Mentioned

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JoAnn Garbin Transcript

Pete Mockaitis
JoAnn, welcome!

JoAnn Garbin
Hi, thanks for having me.

Pete Mockaitis
Oh, thank you. I’m excited to talk innovation, and I want to hear your backstory. I understand, one of your earliest tech innovations occurred at a mascot-cooling system company. Tell us the whole tale, please.

JoAnn Garbin
Well, it was my company, a brave 22-year-old that I was, and it was an innovation that came out of being a mascot. And if you, which I’ve heard a rumor that you were a mascot, if you’ve ever been in a mascot suit, you know that it takes about two minutes before you’re completely overheated. And I was a mechanical engineering student, and I was, like, “I can solve this problem.”

So, what turned into a senior project with some friends, then after school, became my first company, and I actually managed to sell a few, which was really cool, including to the Seattle Seahawks, which, full circle, I live in Seattle now.

Pete Mockaitis
Well, I was a mascot way back in, maybe seventh grade, eighth grade. I was the Holy Family Hornet. So, I don’t think I ever got crazy hot because I was mostly at basketball games, inside airconditioned gyms, as opposed to being in a brutally hot outside baseball, football stadium. Whew.

JoAnn Garbin
And you were in seventh grade, and we seem to be able to tolerate anything when we’re kids.

Pete Mockaitis
Yes, that, too. So, how does the cooling system work?

JoAnn Garbin
It was a passive system, which, today, when I look at the tech we use, so this is late, early ‘90s, we, as students, we reached out to DuPont, and they had just come up with this new fanciful material called wicking material, which is now in every sports garment you wear. And we reached out to this Danish company that had something better than ice, what’s called a phase change material, which is essentially a salt that has a higher capacity to absorb heat.

Phase change materials today are also in everything. Like, you can get a cooling vest for your dog that, from like Chewy or the local pet store, that is essentially what my classmates and I designed in the early ‘90s.

Pete Mockaitis
That’s intriguing. And just because I’m full of curiosity, we’ll get into how it could be more innovative shortly. But a phase change material, so does that mean it changes phase from solid to liquid at a different temperature, or it takes more total energy to pull off the phase change, or both?

JoAnn Garbin
Both. And so, the practical advantages of it, is that if I put ice packs against my skin and then put a mascot suit on, that ice melts in minutes, and now you’re carrying around pockets of water on top of, you know, already having this heavy suit on.

But this one, this salt pack that we found back then, if you put it in the Gatorade cooler on the football bench, so just iced water, essentially, it would refreeze.

And then because it had a higher capacity to absorb heat, you could wear it for two or three times longer than an ice pack before you needed to refreeze it.

Pete Mockaitis
That’s cool. Well, now I’m thinking about coolers. It sounds like we could probably do a lot better than ice, but I don’t see much stuff, according to America’s Test Kitchen, that freezing packs are performing any better than just normal ice.

JoAnn Garbin
I haven’t done the research since the early ‘90s. But I do know, like, I get meal kits delivered half a dozen meals a week so that I eat, and it comes with non-ice packs.

Pete Mockaitis
Yeah, the gel stuff.

JoAnn Garbin
Yeah. And the really cool ones are the kind that, once they thaw, they’re biodegradable and non-toxic, so you can just pour them down the sink, so now you don’t have this massive collection of ice packs. We could talk all day about packaging innovation. I’m a total packaging nerd, but I would venture to bet that a lot of those gels are phase change materials.

Pete Mockaitis
Well, you’re a packaging nerd, I’m a packaging sucker, “Oh. that looks pretty. It must be a great product.” “That’s what they want you to think, Pete. Be a critical thinker.”

JoAnn Garbin
Well, that’s why YETI can charge what they charge.

Pete Mockaitis
That’s right.

JoAnn Garbin
It’s not that dramatically different than a regular cooler. It just has the brand appeal of being a brand of mountaineers, and they use, this is marketing innovation, “How can I make you feel like a mountaineer? I can sell you the same cooler the mountaineer uses.”

Pete Mockaitis
I remember, I was with my buddy, who is a long-term Nike employee, and we were at the Nike employee store, which is fun because he’s got a big old discount. And I said, “Ooh, I really like this backpack. And it has these grooves in the back. And I wonder if that would facilitate airflow to cool my back down a little when I’m walking on a hot day and I got all that backpack sweat?” And he just said, “Hmm, do you perceive it to?” I was like, “That’s your whole game, isn’t it?”

JoAnn Garbin
That is a big part of it in a lot of products.

Pete Mockaitis

“Do you perceive it to?” Okay. Well, we’re talking more broadly and, hopefully, actionably about innovation. And, boy, you’ve spent decades directing innovation and teaching it and consulting on it. So, can you share with us, for starters, what’s one of the most surprising or counterintuitive discoveries you’ve made in your career about how innovation happens?

JoAnn Garbin
This is something that pops up every time I start a company, I join a company, I have a crazy idea and I start executing, but it’s really shown through in the book case studies, The Insider’s Guide to Innovation at Microsoft Dean Carignan and I, we studied all these cases across Microsoft history.

And, time and again, we go into innovation discovery thinking it’s that lightning strike. It’s that moment of genius where the dots just connect, that’s innovation. It’s totally not. It is the 99.9% of the sweat and effort that comes after that. That is the biggest thing that comes up again and again throughout innovation, that doesn’t surprise me so much anymore, but I think it does surprise people because we just get, again, perception is everything.

We get sold the story that it’s the genius idea, or the lightning bolt, but it’s actually execution. So, Dean and I set out to write a book on how to innovate. And one of the major themes that came out of it is, it’s all about execution.

Pete Mockaitis
Okay. And what is that, was that Edison, the famous quotation, that, “Genius is 1% inspiration and 99% perspiration”?

JoAnn Garbin
Yeah.

Pete Mockaitis
So, execution is where it’s at, and understood. Well, then tell us, what are some of the key places that folks go wrong when they’re executing, “Ooh, we got a cool idea. Let’s go make it happen”? What are some of the common pitfalls?

JoAnn Garbin
There are so many missteps to be made. And then there’s just bad luck, bad timing, bad environment. But if we look at the things we can control, one of the hardest things for the person with the insight, or the idea, to accept is that it won’t be so obvious to everyone else.

Just because you have connected the dots and are so psyched about this doesn’t mean your boss will be, your coworkers will be, your vendors or suppliers will be. And you have to recognize that it does take all of those people to bring something into the world. There’s a great quote in the book by the head of the developer division at Microsoft, Julia Elgluisen. And she says, “If your idea hasn’t made it into the world and isn’t changing someone’s life, it’s not innovation. It’s just a cool idea.”

So, when you frame it that way and realize just how many people it takes, the very first thing you have to do is get them excited about the big vision. Once you do that, and that’s, like, that’s not engineering, that’s storytelling, that’s, you know, passion, that’s meeting people where they’re at and connecting into what wakes them up in the morning, and gets them out of bed, not what gets you out of bed.

So, there’s a whole mechanism and process and tools for doing that. Marketers know this. This is how they get us to buy the YETI cooler. You got to tap into that skillset very early on so that you get the people you need on side with you. And then you got to give them a path forward. You can’t keep people bought in for the long run on a hope and a prayer, right?

You have to lay down stepping stones, little wins, quick value creation, things that return investment to the company right away, but are in the direction of your big idea so that you can point to it and say, “Look at what we just did. Isn’t that great? We’re on our way.” And then you do the next one. And those stepping stones give you the confidence, and your teammates the confidence, that you might actually get to that horizon point you laid out.

Pete Mockaitis
Yeah, I like that a lot. And talking about that marketing skillset, it seems that many of the top luminaries, visionaries, billionaires, at the heads of tech companies that are super famous, that seems to be one of the top things they do, is that the storytelling and the framing of their thing. And I’m thinking about the TV series, “Silicon Valley,” and it’s almost sort of like a joke. It’s like, “And we’re changing the world.”

And it’s like, “Okay. Well, you know, it’s a website and people post their pictures and stuff.” It’s like, “Okay, we’re changing the world to be more connected.” And so, it sounds lofty. And yet, at the same time, this storytelling, this framing, it seems to do the trick for investors and for users and for customers to hop on board.

JoAnn Garbin
Yeah, it’s how we’ve communicated since the beginning of humanity. We’ve told stories, and there’s plenty of science and research to support it. Actually, one of my friends just has a new book out called Primal Intelligence, by Angus Fletcher.

And he’s a neuroscientist, and what he calls a professor of story-thinking, and he breaks down why we respond so strongly to stories, and how to construct stories to get people bought in and moving along with you, whether that’s external marketing or internal rallying for the troops and innovation.

Pete Mockaitis
Okay. Well, can you share with us any top tips or stories about stories that really got the job done?

JoAnn Garbin
Yeah, one of the favorite examples is the original Nike “Just Do It” commercial. So, if you remember, it was an octogenarian, an 80-year-old marathon runner. And when the commercial starts, they zoom in and he’s running across the Golden Gate Bridge, and he’s shirtless and he’s got this big tattoo on, but he’s this older man and you’re already like, “What is even happening here?”

But you’re brought right into the middle of the action, and then they back up and they explain, “Here is this 80-year-old marathon runner who runs 17 miles a day, but he didn’t start running until he was 70. Just do it.” And now your brain is going, “Oh, what do I want to just do? What’s my future? How do I get there? If he can run 17 miles a day at 80, I can do it, too.”

Pete Mockaitis
Yeah, I like that. It is, and primal, I think, is the word. It goes beyond an intellectual understanding of, “Ah, yes it’s possible even for someone who was elderly to embark upon ambitious endeavors.” It’s more of a, “Aargh, yeah. Let’s get after it.”

JoAnn Garbin
Yeah. So, Angus knows I love his book, so highly recommend diving into storytelling, story-thinking and all the tools around it.

Pete Mockaitis
Super. Thank you. Well, so could you share with us, perhaps the big idea in your book, The Insider’s Guide to Innovation at Microsoft?

JoAnn Garbin
Yes, of course. Dean and I set out, we’re both innovators at Microsoft. I was leading the data center of the future program in our cloud business. And my background is really as a repeat entrepreneur, figuring out a problem I want to solve, building a team, going out and trying to solve it.

So, I came into Microsoft, this big organization, I’m like, “How the heck does innovation happen here? I’m in an innovation role and nobody can tell me how it happens here for real.” So, I sought out Dean, we got to know each other. And as we started trading what we joke are war stories about innovation, because it’s often a rebel cause or a battle, we started seeing that we had a lot more in common than different.

So that set us on this path of there must be common principles and tools and processes and insights that just cut across industry, time, and business model, right? So, we set out to talk to as many innovators from past and present Microsoft as we could. The company just turned 50, so there was just this massive history of stuff we could dig into.

And we came out, you know, that was our hypothesis, “We’re going to uncover these commonalities.” So that’s what we set out for, and we were very pleased that it showed to be true. We ended up finding four big patterns of innovation.

And we broke it down into everyday things you do, things you do over the years to be continuously and adaptively innovative, how you innovate with everyone, which goes back to that storytelling, and then everything beyond technology, because, too often, we think about the lightbulb and we don’t think about the marketing and the pricing and the supply chain, and all of those things matter.

So, within those four patterns, we identify a set of tools and a way to put them into use together to go from what we call nothing to something to scale.

Pete Mockaitis
And could you give us the one-minute version of what are each of these four big patterns, one minute-ish each. No pressure.

JoAnn Garbin
So, no, no, no, I’ve read the book a few times. Everyday stuff is building up habits. So, you’ll hear this from coaches and leaders alike in all walks of life – musicians, artists, professional sports player. Anybody that has become a master of their craft, they will talk about the habits that they form and that they practice every day, so that what they’re doing isn’t something they have to write a checklist to do or think about doing. It’s just how they function.

So, the first pattern of every day is, “How do you do that as an individual? But also, how do you build that habit-building cycle into your organization?” Because it’s one thing for you to be doing discovery by design as an individual. It’s another thing if you have your entire company doing discovery by design. Or, another one is double-loop learning, where you don’t just iterate on the solution to whatever problem you’re solving, but you iterate on the assumptions that you’ve made about the solution. So, there’s a whole toolbox just to that.

Over the years is, “Great. You have all these habits now, and you have all these ideas.” But if you’ve paid attention at all, disruption comes all the time. So, the idea that you’ve set out five years ago is either dead or dying right now. It’s just not going to be what you can run your company on. So, we spend a whole chapter talking about that pattern of continuous innovation.

It’s the theme of the cover of the book, which looks like an infinity. And we talk about both how to stay on that curve and keep going around and around so that you, like Microsoft, can say you’re 50 years old and have done it a few times. But we also talk about how you get kicked off the curb and you end up in the very deep pool of companies and great ideas that came, died, and disappeared.

Then we have innovating with everyone. And I think, Dean and I talk about this. This is probably the most important of the four because it takes so many people to bring something into reality. And that’s recognizing that change is hard, that most people are not pioneers or cliff divers or adrenaline junkies, that want to be the first one out on the big wave or whatever.

So, you’ve got this whole group of people in your company, you’ve got to figure out what moves them and how to speak to them in their terms, and how to connect with them and bring them into your idea so that it’s their idea too.

And then, finally, is the last one, we have this predisposition to think that innovation is technology, but there’s lots of books beyond ours that talk about all the innovations that have happened throughout history. Most of the value has been created by everything upstream and downstream of the innovation. A simple example, Uber or Lyft, these rideshare companies.

They didn’t create new cars, new scooters, new bicycles. They created a new business model in the sharing economy and how to connect people to the mode of transportation that they need. That’s not technology. Like, their applications aren’t all that wild. It was thinking through the problem from a different angle. There are all these aspects to innovation, and that fourth chapter goes into that.

Pete Mockaitis
Okay. Well, let’s perhaps zoom into a typical professional, mid-level at a mid-size company, not necessarily a tech giant, and they would like more cool, innovative stuff to be happening more often. Do you have any top do’s and don’ts you’d suggest for right away today?

JoAnn Garbin
Yes. First thing is you have to find your tribe. You’ve got to find other people looking to fix something that you think needs fixing. There is a lot you can do. You got to make time for learning and exposing yourself to what other companies are doing and the new science or tech or marketing. That you can do on your own.

But to really innovate, you’ve got to find other people that want to do it too, because that’s where the magic happens. Right now, it’s Hack Week at Microsoft. So, 70,000 plus Microsoft people are coming together in Hackathon to go from idea to prototype in one week. That started way back before Satya was CEO. He’s the CEO that brought Hackathon into being.

But before he existed, a bunch of people that just felt like the company wasn’t innovating enough at their level, at that mid-level, it was all like big guys coming up with ideas and passing it down the chain for execution, this group started what has now become the garage, but they called it a speakeasy.

And they would just get together and they would brainstorm and they would prototype and they would try things and they would bring other people in and tap into everybody’s skills to propose solutions to problems they saw every day. Again, practice, right? So, they started innovating by innovating. So, find a problem you want to solve, find some friends that want to solve it too and just start trying to solve it.

But then there’s the other side of it. No matter if you’re in anything other than a solo company, you’ve got to get buy-in from leadership. And every single case study, we’ve studied everything I’ve ever done in my career and Dean’s career, you have to have the executive champion. Especially, the bigger the initiative, the more important that becomes.

So, if you’re going to do the speakeasy in your organization, only push that rock up a mountain so far before you find your executive champion who can pull it to the top, because, otherwise, it gets a bit exhausting to keep pushing against what everybody else is looking to the leadership for what’s important.

Pete Mockaitis
Okay. Now in your book, you have many case studies. Could you share, which story do you think is perhaps the most illustrative and full of actionable wisdom for everyday folks looking to be awesome at their jobs? And can we hear that tale?

JoAnn Garbin
Everybody loves the Xbox story. The Xbox story is one of innovating culture. And what’s really cool about that one is that, at the time, this little team was challenged with creating gaming at Microsoft, actually, two teams were spun up to do it and one won out. That was the Bill Gates-Steve Balmer way is put people head-to-head and see who wins. But it was a productivity company. It was SQL Server.

It’s cubicles and, you know, pocket protectors and it’s not the thrill and the excitement of a gaming company. So, this group of people, from the very outset, had to overcome a cultural disconnect with the rest of the company. And they’ve had to do that four more times, if not more, since then, because of all the industries we deal with, gaming has changed the most and fastest. It’s always on the cutting edge of tech. It’s always using the fastest processors and doing the most incredible things.

And so, this little group of folks, back in the day, they first had a challenge, the perceived, things like Bill Gates saying, “I want this to obviously run on Windows. Like, our gaming platform is going to be a Windows platform.” And this group of people saying to Bill Gates, “Hmm, no, it can’t run on Windows. Windows is too bloated and slow. Nobody will want to play our games.”

So, those types of challenges are just so fascinating that you see in practice how having that tight-knit group of people that are passionate and productive in solving the problem can convince somebody like Bill Gates to invest in them.

One of my favorite pieces is, in the early days, they had this role, this middle management role called the business unit manager. And that person owned…

Pete Mockaitis
The BUMs, if you will.

JoAnn Garbin
The BUMs. I love that it was called the BUMs. And they had profit and loss control, right? Like, so each one of them had their own little fiefdom, their own little business. And Robbie Bach, who was the head of Gaming at that point, looked at it and said, “They’re all preserving their own fiefdom. They’re not working together because they want their P&L to look the best, get the biggest bonus, etc.”

So, he blew it up, and he said, “We’re going to have one P&L, the Gaming P&L.” And they got rid of the BUMs. And that changed everything at a critical moment for the organization to be able to come together and innovate cohesively, moving forward, without the inner competition between the teams.

And they didn’t know. It was an experiment. They didn’t know if those senior leaders, used to having P&L responsibility, would be okay with it being taken away from them. And once they put it out there and they did the storytelling and the reasons why, and they brought people along, all but one BUM transitioned, one left.

Pete Mockaitis
Well, and I also recall, I saw a YouTube video about the history of the Xbox, and I have all sorts of fun little memories associated with, I don’t know why, I guess it really left an impression, when Dwayne “The Rock” Johnson was on stage with Bill Gates, and they presented the first Xbox.

But I heard that, in one of the meetings, a transformational moment, to the point about storytelling and talking about what people really, really value and what moves them, is I heard, and tell me the inside scoop here, that Bill Gates was kind of on the fence, like, “Ah, okay, maybe, yeah.”

And then someone said, “What about Sony?” And then that was pretty transformational in terms of it’s like, “Well, we can’t let Sony just take this. Let’s go. Yeah, we got to do it.” And so, just like that. Can you share about that?

JoAnn Garbin
Yes. So, if you remember the old Microsoft mission statement, it was “A personal computer in every home and office.” Well, they were doing great with the work, and they were doing great at home, to a certain extent, you know, PCs were leading the way. However, you have Sony, all of a sudden, and they own the gaming console, the TV, the radio, like, all of a sudden, the living room is starting to be Sony’s world.

And what Bill and Steve Balmer heard from the team was, “All right, if you don’t want to do this for the opportunity, how about fear? Sony owns the living room. How long is it going to take them to move into the home office?” And that little nugget, that little insight was enough, I’m sure among a few other things, to get them over the hurdle, and say, “Oh, that’s an existential threat.”

And we actually saw that come up in other case studies as well, like the Bing case study. I love the Bing team. I am their biggest fan after I heard their story, just blown away by what they were able to do for the company that nobody even knows about. But one of the biggest things that answered a question that I long had is, “Why does Bing exist? Like, if Google owns 90% of search, pre-AI, why does Microsoft keep investing in Bing?”

But it was for the same reason they started Gaming. Google, owning all of search with no competition biting at their heels, that’s a bad thing for everybody. So, Microsoft has stayed in to just be a thorn in the side of Google for all these years, chewing away half a percent of the market share at a time, so that Google couldn’t just say, “Oh, well, we won search. Let us go win productivity and let us go win these other markets that are the Microsoft bread and butter.”

Pete Mockaitis
Well, it’s interesting. The notion of winning dominance, influence, power, it’s a theme or a force or a motivator, I guess it’s primal, it’s emotional and present within some of the leadership there at Microsoft. And then I guess another theme is the being able to just jettison the old stuff that wasn’t working.

Because my understanding now, in the world of gaming, like Microsoft, as far as I know, is winning big with, like, the Game Pass and the monthly subscription. And part of that was they have chilled out a lot on the notion of, “We have to have these exclusive titles because we have to have them by the Xbox because they want the coolest games that are only available on Xbox.”

And now it’s shifted a bit to, “Yeah, we kind of don’t care what device you’re bringing to the table. We would just love for you to have a subscription to all these games, whether you’re playing them on an iPad or a TV or an Xbox or anything.” And it seems to be financially working out quite well.

JoAnn Garbin
Yes. And again, this is business model innovation, right? This isn’t technology. It’s actually decreasing the emphasis on the tech itself, because consoles, there’s only so many you can sell. There’s only so much diffusion of that tech out into the world.

And as Phil says in the book, Phil Spencer, the CEO of Gaming, “When you have 3 billion gamers, is there one device or one business model that is going to be affordable and enjoyable to everyone? No.” And, in fact, most games to this day are played on PC or laptops and mobile, not consoles.

So, it takes a lot of really good innovation discipline to look at your prized thing, like, in this case, a console, and say, “You got us here. You got us to a hundred million players, or maybe even 500 million players, but you’re not going to get us to three billion players. So, how do we get those three billion?”

And flipping those questions around, and it’s not, “How do we get more people to play our games, or play our games on our consoles?” It’s, “How do we get into the hands of three billion players?” Well, let them play games anywhere. Let them play any game. Let them play games with their friends that aren’t on the same technologies.

So, when you turn the problem around and really focus on how to win the gamer, not win the console war, it changes what you bring to market.

Pete Mockaitis
Well, JoAnn, tell me, any final quick tips, tricks, do’s, don’ts before we hear about some of your favorite things?

JoAnn Garbin
I’m going to steal from another friend who I think is brilliant, Michael Gervais. Michael Gervais has a show called Finding Mastery, and he’s the former advisor to the Seattle Seahawks, a theme that keeps coming up. And he’s a sports psychologist for high performance.

And again, we can learn a lot, looking at professional athletes because they’re at the top of their field. And it’s about breaking it down. Like, if you have an intention or a purpose, maybe your life purpose, that’s overwhelming. But if you can take that life purpose or intention and bring it back to, “What’s my purpose today?” and then live into that, “Tomorrow, what’s my purpose? Today, live into that.” And then gradually build that up into a weekly habit, monthly habit, annual habit.

This is the same thing we see in the innovation world of, “If my first instinct becomes curiosity, not assumption, ask more questions, don’t try to answer things right away, I’m going to be a better innovator because that’s just habit.”

So, I would say take whatever big thing you’re trying to do, bring it back down to those stepping stones, or what Michael calls the thin slices, and just start stacking them and make progress. And then congratulate yourself on the progress that you’re making, because that matters. You need to own up to what you do, both good and bad.

Pete Mockaitis
All right. Well, now could you share a favorite quote, something you find inspiring?

JoAnn Garbin
So, this is not a famous quote unless you happen to be in Goju-ryu karate. But the rules of the dojo that I practiced in with my oldest brother when we were teenagers and into college. They’ve really become guiding principles for me in pretty much everything I do. “Everyone works. Nothing is free. All start at the bottom.”

But those middle three, I see them again and again. And it just reminds me, when I’m not the best at something, I’m like, “Everybody starts at the bottom.” You got to do the practice, do the work, move up. “Everyone works.” You don’t age out of doing the work. You don’t get promoted up above the work. Everyone works and, “Nothing is free.” There’s always a tradeoff. There’s always a cost. You have to determine whether it’s one that’s suitable for you.

Pete Mockaitis
Okay. And a favorite tool?

JoAnn Garbin
My favorite tool is the question. I love, like, if I’m stuck on anything, I get a couple people together and we throw a hundred questions at it, and I never have walked out without some forward progress.

Pete Mockaitis
Oh, that’s beautiful. We had Hal Gregerson talk about question-storming and how transformative that can be to unblock things. So, it’s cool.

JoAnn Garbin
It’s one of my favorite practices. I talk about it in the book, and I’ve taken the class with Hal.

Pete Mockaitis
Oh, cool. And is there a key nugget you share that folks really love and quote back to you often?

JoAnn Garbin
It’s, “Say it ugly.” So, this is a mantra my teams use to remind ourselves that there’s no ego, there’s no holding back, no toes are going to get stepped on. Say it ugly. Put it on the table. We’ll pretty it up together. Because if you keep it stuck in your head, it’s not doing anybody any good. So just get it out quick and often.

Pete Mockaitis

All right. And if folks want to learn more or get in touch, where would you point them?

JoAnn Garbin
We’re everywhere at this point, except TikTok, haven’t really.

Pete Mockaitis
You do some dances, get them worked up, some choreography.

JoAnn Garbin
Yeah, pull out the old mascot-ing moves. LinkedIn is our favorite platform, not just because Microsoft owns it, but because we are predominantly a business conversation. So, Dean and I are both on LinkedIn. The book is on LinkedIn and you can follow us there.

But we also have our website, InnovationAtMicrosoft.com, and we have a free Insiders Group where we share articles and new bonus chapters for free in the book. And we intend to keep it free forevermore. So, if you just want a place to go and continuously learn about innovation and meet other innovators, we would love to see you there.

Pete Mockaitis
All right. And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

JoAnn Garbin
Be honest with yourself. That’s the final call to action. Taking in all these things about building habits and thin slices and stepping stones, like really wake up every day and be honest with yourself about what brings you joy. And if you don’t have it right now, start laying those stepping stones down toward it.

Pete Mockaitis
Beautiful. JoAnn, thank you.

JoAnn Garbin
Thank you. Really appreciate you having us on.

1102: How to be “Lucky” by Hacking Hidden Markets to Get More What You Want with Judd Kessler

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Judd Kessler discusses how to navigate the hidden markets that decide how scarce resources—like time and attention—get distributed.

You’ll Learn

  1. Why some people seem to score more coveted resources
  2. The counterintuitive advantages of settling
  3. An easy way to become the more appealing candidate

About Judd

Judd B. Kessler is the author of LUCKY BY DESIGN: The Hidden Economics You Need  to Get More of What You Want and the inaugural Howard Marks Endowed Professor of Business Economics and Public Policy at the University of Pennsylvania’s Wharton School. For his work on the hidden market of organ allocation, Kessler was named one of the “30 under 30” in Law and Policy by Forbes. He is an award-winning teacher as well as a sought-after speaker.

Resources Mentioned

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Judd Kessler Transcript

Pete Mockaitis
Judd, welcome!

Judd Kessler
Thanks for having me.

Pete Mockaitis
Well, I’m so excited to talk about this stuff. This is a concept I don’t think people even know exists. Can you share with us what is a hidden market and why should professionals care about them?

Judd Kessler
Great question, my favorite question, because I’ve been thinking about hidden markets for a long time. So let me tell you what I think of as a visible market, the kind of markets we’re used to, and that’ll help us think about what a hidden market is. So visible markets allocate things by prices changing. And they’re easy to do business with, and we’re used to them. If you want something at a store, you go, you see what the price is, you decide whether to buy it. If it’s worth the price, you buy it, and if not, you don’t.

And this is how economists often think about markets. We think that prices move around to decide who gets what. But that’s not how all markets work. A lot of markets don’t have prices that decide who gets what. There’s a lot of people who want something and either the price is too low, so there’s more people who want it at that price than we have things to give. Or we don’t have a price at all. There’s lots of markets where we decide we don’t want to let kind of the richest buy access to the thing.

And in that second case, we have what I call a hidden market, where there’s something that decides who gets what, it’s just not prices. And so, you have to understand what it is that’s allocating the scarce resource.

Pete Mockaitis
Okay. That’s as fun, brain expanding. Can you give us an example of how this might apply in the professional world?

Judd Kessler
Yeah, it’s much easier with examples. I give you the theory bit first, but the examples are lots of products that you purchase have prices that are kind of too low from the standard economics, kind of sense of what prices are supposed to do.

So, if you want live event tickets or you want a restaurant reservation at a kind of popular place, in these cases, there are more people who want the thing than they have available to serve. And for a variety of reasons, the artists that are having that concert decide that they don’t want the price to just rise until only the rich can afford to go.

Pete Mockaitis
You know, I was going to ask, is that why? Because I’m thinking, if these Taylor Swift tickets or whatever sell like within seconds of them opening up, like, my immediate thought is, “Well, shouldn’t they just increase the price?” So, is the artists or others making the request to keep it at a lower rate?

Judd Kessler
Yeah, and people debate about why they do this. So, one argument is, well, think about the restaurant first. That, I think, is a little easier for us to think about. Like, the restaurant might like a line around the block or stories about how hard it is to get a table. They might think that kind of keeping prices low enough that they’re getting a lot of people who want to eat there, and that’s kind of creating its own buzz, is going to be helpful to be able to fill the restaurant for months and years.

I don’t think Taylor Swift needs to do that. Like, I don’t think she needs more buzz, but she might have different reasons to keep the price low because she has a bunch of fans, and if she were to set kind of market-clearing prices, prices where only one person wants to buy the ticket for each seat, then those prices would have to be very high and that would make it untenable for a lot of her fans to actually be able to afford tickets.

And as a billionaire, it might not be a good look to be charging $1,000 for a ticket. She’d much rather charge $99. But, of course, then it creates a frenzy for getting the tickets and a hidden market that pops up to decide who gets the tickets and who doesn’t.

Pete Mockaitis
It’s probably less fun, I’m imagining as well, as a performer if it’s like everyone in the seats is a multimillionaire. It’s like, “Okay, the vibe in here is not as enjoyable.”

Judd Kessler
No, and that is an absolute issue that, you know, kind of we think about in lots of different markets. So, it’s not just concerts, right? If you think about a baseball fan who sits in the cheap seats all season, and then the World Series comes along and prices are much higher, right, well, that fan might be the one who’s going to enjoy the seat the most and also kind of bring the most excitement to the stadium.

But if you price that fan out and you sell the ticket to somebody who’s never been to a game, but wants to say they’ve been to the World Series, that might not be a good use of that resource, and it might be less fun to kind of be in the stadium on that day. And the same thing is true in hidden market. I mean, there’s lots of hidden markets. I’ll give you a million examples, I’m sure, during the conversation.

But we also don’t, at Wharton where I teach, we don’t just raise tuition until only we can fill the class with just people willing to pay a very high price. That would not be a cohort of students that we would kind of think are the best fit for our school. We have different market rules, a hidden market that decides, “Okay, who is going to get admitted to our program this year?” And we don’t base it on price because we care about who actually is filling the seats in our classrooms, just like the artists might care about who’s filling the seats of the stadium.

Pete Mockaitis
Understood. Okay. So, there’s our concept. And your book, Lucky by Design: The Hidden Economics You Need to Get More of What You Want, you suggest that there are things that we can do to have more luck, to be the ones who are in the seats more often.

Judd Kessler
Yeah, so there’s lots of different examples in the book of these hidden markets. Basically, any time there are more people who want something than we have goods or services available to give to everybody. And so, what we need to do as market participants, as people who want those things, that scarce resources, we have to see that the hidden market is there. We have to be able to kind of see through the hidden nature of it and identify it.

Then we have to learn what the rules are. And that’s kind of a key thing, because there’s lots of different rules that determine who gets what in these markets. And the rules differ by which market you’re in. But then once we see the hidden market and understand the rules, then we can develop a strategy that actually lets us succeed.

Then we can figure out, “What is it that I have to do in this market to actually get what I want?” And that’s what I mean when I say getting lucky by design. It’s kind of you’re figuring out the hidden market, its rules, and how to play in it.

Pete Mockaitis
Okay. Well, so in the case of concert tickets, it seems, as far as I understand, maybe you got some inside scoop, Judd, a music fan, it seems the name of the game is, get on your computer, poised and ready to go, the second tickets become available.

Judd Kessler
This is what we call a first come, first serve race. So, we’re familiar with first come, first serve, but this is a race. It’s whoever clicks the fastest, gets the thing. And this is a very common type of market rule. So, it’s for the tickets for a lot of shows and sporting events. It also happens for restaurant reservations. If all the reservations for next month are released at the same point in time this month, you have to be there ready to click.

And, there, one key strategy, obviously, is, like, you have to know that this is a race and then you have to be ready to go on your highest speed internet, with your finger on your mouse.

Because a lot of times you’ll be playing in a hidden market, not realizing that the market is there, you’ll show up to make a reservation or to buy a ticket, only to find out that everything is taken. And it was taken weeks ago when the race started and you happen to not know that the race was on, you’ll miss it entirely.

Pete Mockaitis
Well, it’s funny, it sounds so simple, but you say, you have to see that there’s a hidden market there. You need to know the rules and then you need to develop a strategy to do so. That seems, in some ways, very, “But of course,” and yet I think that we overlook a lot of these things, like, “Hey, I want a lot of stuff. And it seems like I keep missing out.”

Judd Kessler

Yeah, “How did that person get that reservation? How did that person get the tickets? How were they able to do it? I showed up to Ticketmaster an hour after the tickets were released, and everything was gone.” It’s like, well, it turns out an hour is too long a period. You have to be there the minute it opens. And that might not be obvious to folks. But even if it is obvious, there’s other ways, other kind of strategies you should be thinking through when you’re running in these first come, first serve races.

Pete Mockaitis
Ooh, tell us, Judd. What do we do?

Judd Kessler
So, this is a strategy that comes up a lot in a lot of different hidden markets. And it kind of works against our instincts. And so, we have to think about when we should use it. But then we could potentially use it successfully. And I call it settling for silver. So, silver as in silver metal, as opposed to going for gold. So going for gold, being going after the thing that you want more than anything that kind of is, the most desirable option for you.

So, imagine, I tell the story in the book, I’m trying to get my wife a reservation at a very difficult to get reservation restaurant called The French Laundry in Napa Valley. They have only 60 seats. It has three Michelin stars. It’s also crazy expensive, but it was her 40th birthday. So, it was like, “All right, let’s give it a shot.”

They release all of the reservations for a given month on the first of the preceding month. So, at 10:00 a.m. you have to be there, ready to click. And in that situation, I might decide I want to go for gold. I might decide that I want to get the absolute best reservation that I can, the thing that I think my wife would want the most, maybe 7:30 p.m. on Saturday night.

The problem with that strategy is that a lot of people want to eat dinner at 7:30 p.m. on Saturday. It’s a very desirable time. And so, if I go for that, if I go for the thing that I really want, then I’m facing a lot of competition. There’s a lot of people that are trying to click at the same time as me.

It also turns out, this is very true in the live event space, also now more so in the restaurant space as well, there are also bots and, like, computerized programs competing against me to get those so that they can secure them and then sell them to me later at a higher price, if I’m unlucky.

But while I’m kind of going for gold, there are other people who are settling for silver, who are saying, “Look, I would love to eat at 7:30, but maybe that’s too aggressive a strategy. Why don’t I try for something less desirable? What if I try for a 5:00 p.m. reservation or 4:30 reservation? There’s going to be a lot fewer people racing for that. And if I go for that, I’m substantially, more likely to get it.”

And so, you, as a participant in this market, you have to think like, “All right, do I really want to go to the restaurant and I kind of care less about exactly when I go? I prefer 7:30 to 4:30, but it’s not that big a difference. Like, the key thing is getting to eat there.” If that’s the case, maybe settling for silver, even though it kind of feels tough because you’re settling, it’s right there in the name, maybe that’s a better strategy.

If you absolutely want to go at 7:30, you only want it if it’s the best, you know, the ideal thing for you, then you go for gold, but you kind of deal with the fact that you’re less likely to get what you want.

Pete Mockaitis
Yeah. You know what’s funny, this brings me back to, I’m thinking about high school, Model United Nations. And so, the most desirable countries to represent were those who had the permanent five seat veto power on the Security Council.

Judd Kessler
The power. The power in Model UN.

Pete Mockaitis
And we’re just, like, well, “Hey, if we want to be in the Security Council, everybody wants the permanent five seats, so let’s go for some nations that are on the Security Council, but don’t have one of the permanent five seats. In that way, we can get what we want with less competition. And is it such a big deal if we don’t have that veto vote? It’s fine.”

Judd Kessler
And this settle for silver strategy is one that students, you know, time of the year, you’re starting to think about applying to colleges, this is where this strategy might come into play.

So, college admission is another hidden market. And this time, there’s a participant on the other side of the market who’s deciding whether or not to admit you. So, I call these choose me markets, right? Unlike first come, first serve, where whoever clicks fastest gets it, and it’s kind of algorithmically decided who wins the race and who doesn’t.

With choose me markets, the market participant on the other side is trying to kind of suss out whether you’re going to be a good fit for them. It turns out, colleges in the US, they really like when they get high-quality candidates, but they also really like to have high yield. They want a large fraction of the folks who apply and are admitted to matriculate.

So, their concern with yield, their concern with getting people who they admit to matriculate, leads them to like applicants who apply early, and in particular early decision, where you’re basically committing to go if you are admitted. Now what’s the difficulty with early decision as an applicant? You can only apply to one school early decision, because if you get in, you’re committing to go.

And so, the colleges reward you with a higher chance of getting in if you apply early. But this is a case where you, as an applicant, have to decide, “Are you going to go for gold or are going to settle for silver?” Because if your dream school, your actual first choice is, like, really a reach and really unlikely to admit you, even if you apply early decision, then that might be a waste to go for gold. Like, you might use your application, your early application on your ideal place, but it might be that the competition is too stiff.

Go to your second or third choice school, maybe that’s a school that will admit you if you apply early, but might not admit you otherwise. Then, all of a sudden, you’re using your early application kind of effectively, it’s kind of getting you into this second or third choice. Sure, it’s not your dream school, but it might be the more realistic option for you. And that might be the strategy that you want to play in that market.

Pete Mockaitis
Well, now let’s not just talk about admissions. Let’s talk about career, job-hunting stuff. These principles sure seem to apply. We have one role opening available and hundreds of candidates applying on LinkedIn jobs, etc. So how shall we think about this hidden market strategery to boost our odds?

Judd Kessler
Yeah. So, again, this is a choose me market. There’s you as the applicant applying, maybe there’s 250 applicants applying to the same job posting. I’ve seen those numbers as estimates for how many people apply on average to a given job. And there’s a firm on the other side that’s trying to screen through those job applications.

So, I think from us as the applicant, on the applicant side, I think the traditional thing to think about is making sure that we look good as a candidate. We want to kind of make it so that the firm finds us very appealing. And one of the ways we do that is by kind of making, you know, being great and investing in skills and things like that.

What we often don’t think as much about is kind of the firm’s thoughts about us and our interest in that job relative to other options. So, in a lot of these choose me markets, just like the college wants to know that you will matriculate if you are admitted, like they kind of care about yield, firms care a lot about it for a different reason.

They want to hire folks who will stay with the firm for a while, “If I’m going to hire you, if I’m going to train you, I’m going to invest in you, I’m to plug you into my team, I want to make sure that you’re actually going to be a good investment and be with the firm for a while.” And so, one thing that we don’t think about as much, or maybe as much as we should, is, “Are we communicating to the firm that they are actually, like, are one of our top choices?”

And we would not only be happy to accept a job, right? Obviously, we’re applying, so we would think you would apply only to jobs you would take, but also that we’re likely to be there for a while and add a lot of value to the firm. And the way we used to send those signals, and maybe in some markets we still can, is through things like long, detailed cover letters, right?

So, the reason we have so many people applying to every job posting is it’s so easy to apply. You press a button and your application goes. But to signal that this is actually, like, one of your favorite job opportunities and, thus, probably a job that you would stick with if you were given the opportunity, those jobs we give extra attention to.

We write kind of long, detailed cover letters that explain why we would be a good fit for the firm, how we see our background fitting in and adding value, and we’ve researched the firm, and so it’s clear that we care. And in the old days, you would only do that for, you know, it takes a bunch of hours to write that cover letter, and you would only do it if the job was really one of the few that appealed to you.

The reason I say it’s kind of something that used to work, and might not work for all that long anymore, is that large language models are making writing that cover letter kind of vanishingly easy. And so, that way that we used to signal to firms that we were a good fit for them, that we were really excited to be there, it’s kind of, it’s not going to be something we can rely on forever.

Pete Mockaitis
Just very recently, I had a podcast guest, Madeline Mann, who’s discussing some of these ideas. And one alternative signal is, if your LinkedIn profile headline is matching the kind of role that they’re thereafter. So, if you say “food marketing” and, sure enough, it’s a food marketing role, “Well, that looks good.” Like, you are for real. You’re into this. As opposed to just any kind of marketing or any kind of food.

Judd Kessler
And that’s great because that’s the kind of signal that you can’t send to multiple different firms about different roles, right? You have to pick one and it’s a public statement that you’re making to kind of everybody that, “This is the thing that I care about.”

There’s a tradeoff there because it could be kind of limiting. Like, maybe you do have multiple interests, not just food marketing, but marketing of other products, other consumer packaged goods, for example, then you are kind of, you might want to have signals that you can send to a subset of firms.

And those might be things, like on LinkedIn, kind of engaging in a real way with folks that are already at the firm, kind of engaging with their content and making comments. It could be networking.

There’s a way there to signal that, “This is a firm that I care about. I clearly have talked to a bunch of people that work there and gotten to know the place,” in a way that can’t be replicated with AI.

Pete Mockaitis
Well, and in terms of knowing the rules, I mean, that can be so wildly different, job post to job post. Some job posts, unfortunately, aren’t even really available to outsiders. That’s just a formality. They got to check the box, the legal, the HR, the whatever, compliancy thing. So, there’s that.

Or other times, it’s like, “Well, we’re going to do this just in case someone just blows our mind with a wildly awesome resume, but most likely it’s probably going to be someone that we’ve talked to at some point earlier in the process and we’re vibing with.”

Judd Kessler
Yeah, and it’s funny, when you think about how much energy to put into a job application, say, or networking with the firm, then it’s you on the other side of that. You want to know that the firm is actually serious about hiring somebody before you invest. And that’s the analog to the firm wanting to know that you’ll stick with it if you get hired. It’s the same problem, just from the other side.

So, I think probably seeing if the job posting is being advertised widely by the firm, they don’t do that when they’re posting the job just for a legal requirement, just to like kind of say they did it. But if you’re starting to see them kind of posting, or people that work there being like, “Hey, we’re looking to fill this role. Great people, come apply,” all of a sudden, that’s a signal to you, like, “Oh, maybe they actually are looking for somebody. Maybe the person they met early in the process turned out to take another job, and now it’s up for grabs.”

But again, in that environment, you’re on the side where you have to decide how real is this job opportunity. So, I can understand why people play a numbers game applying to lots of jobs. You want a job, but a successful kind of efficient outcome, in the econ speak, efficient way of kind of that market resolving is when a firm finds somebody that’s going to be a good fit. And that means both they like the candidate and the candidate likes the job.

Pete Mockaitis
Well, let’s say we’re zooming into, okay, you’re in a job right here, right now, and you would like to have cool projects, cool opportunities, advance, receive promotions, etc., are there any hidden market principles or strategies that you’d surface for us here?

Judd Kessler
Yeah, so I love that because if you start to think about what a hidden market is, it’s when there’s a scarce resource, “We’re not going to just raise the price to decide who gets it. We’re going to have some other set of rules.” Well, that describes our time and attention very well.

We have a limited amount of it. We’re not going to have people pay us to respond to their emails or take a meeting. Maybe some consultants or corporate lawyers might do that. But for the rest of us, we are deciding how to allocate our scarce resources to the projects and the people and the activities that matter most to us. And so, thinking about the same principles of, “What is this market trying to achieve? And is it doing it? And is it doing it in a way that we kind of value?”

So, when I look at a hidden market, and particularly as a market designer, kind of deciding how to allocate my resources and in this case, my time in my email inbox or the time on my schedule or kind of which projects I focus on, I think about whether the allocation is efficient, meaning it puts my resources to the best use. I think about whether it’s equitable.

Like, if I want to treat two people kind of fairly, the same, am I actually doing that? If I have two managers, and I want to make sure that, kind of, both are happy with me, like am I doling out my resources appropriately?

And then is it easy for market participants? Are the people who are trying to get my time and attention, like am I making them go through an ordeal to get it? Do people, do my subordinates have to send me 12 follow-up emails to get me to respond? Like, that’s not an easy way to operate.

And so those same principles can help us kind of think about, “All right, are we designing this in a way, our own allocation of time and attention, in a way that actually achieves our goals?”

Pete Mockaitis
Yes, that gets me thinking. And so, do you have any fun examples or stories of any clever professionals who were doing some things?

Judd Kessler
Yeah. So, this was something that I came to when I was doing research for the book. So, it’s going to start out outside the office, but I’ll bring it in. So, the Colorado River runs through the American Southwest and delivers water to California and a lot of the states in the Southwest, into Mexico. And the way that the rights to the water in the river were allocated was using a hidden market with the market rules, “First in time, first in right.”

And what the rules were was that whoever was the first to tap the water from the river to kind of pull it out of the river for their use, it turned out to be California in 1901. They pulled it out to irrigate their farmland and they’ve been using it ever since. And the rules were, whoever tapped the river first, if there was a drought, that state got their water rights kind of guaranteed.

And the states that tapped it later, like, think Arizona, their rights were subordinate. So, if there was a drought, California would still get their water, but Arizona would not. And you think about that and you think about, this was a race that was run 120 years ago. And at that time, Phoenix, Arizona was less than 10,000 people and now it’s almost 2 million, so it doesn’t seem like, like those rules don’t make sense, “Why should we give California all the water that they want and Arizona has to cut back? Should we care about how efficient the water use is and whether the allocation is fair?”

And I was reading about this, and I was like, “Yeah, this is so silly. Why would anyone have these rules?” And then I looked at my calendar for the week, and I was like, “I’m doing this constantly. Every recurring meeting that I’ve set up is first in time, first in right. A year ago, I started this project. I set up a meeting. Once a week on Thursday, 10:00 a.m., we’re going to meet every Thursday. And now I schedule a meeting for a new project.”

I have to squeeze it between these meetings I set up months or years ago for projects that, independent of how valuable that hour of my time is, I’ve kind of set up a system that looks like the system I was making fun of when I was reading about it.

And so, that for me has got, I basically pulled off all my recurring meetings. My teaching, obviously, sacrosanct, I teach when I teach, but any kind of project, it’s like, “We’re going to decide case by case whether we should be meeting or not.”

Pete Mockaitis
Well, yeah, that is compelling, to look at those recurring meetings and see, “Is that sensible?” And it’s funny how we just accept, “Well, this is what the calendar says.” It’s like, “Well, wait. Wait a minute. Wait a minute. I actually have some authority, autonomy, in driving this thing here and saying, ‘Hey, like I recently changed my recurring podcast meeting times to facilitate school pickups.’”

It took me weeks before I was like, “Oh, yeah, it’s kind of tricky. I mean, I got podcast interviews there.” It’s like, “Oh, I could just change the slots available for people to take for their interviews.”

Judd Kessler

This is like so much, so many of the hidden markets that are out there, and that I talk about and saw when I was researching the book. Like, a lot of them are just historical accident, like, “We always did it this way, and so we continue to do it this way.” So, it’s true of, when you put a meeting on your calendar that recurs, it’s kind of set it and forget it, and you have to remind yourself, “No, it is under my control,” as you just said.

But we talked at the beginning about live event tickets and having to click faster than everybody else. It is not clear to me why we use first come, first serve races for ticketing. Like, I understand why when, before credit cards and before the internet, like it made sense to say, “All right, people have to be there physically to buy tickets from the box office or buy tickets from a record store that would sometimes sell them for concerts.”

And you want it to be efficient so you want people who care more to get the ticket. So, what are we going to do? We’re going to have a line and the people who wait the longest, like they’re clearly the most kind of motivated. Now there’s some efficiency gains there, in the sense of like you’re giving the tickets to the real diehard fans because they’re spending the night, you know, overnight, camped out in front of the Box Office.

It might not be equitable. There are some people who don’t feel safe sleeping on the street in front of Box Office or a record store. And it’s not easy. I mean, it’s an ordeal to spend the night there, but you could understand why you would do it that way. You move it to the internet and now it’s whoever can program the fastest bots gets to buy up the tickets.

And it’s like, “Why are we still doing first come, first serve?” Like, when you look at these markets and the market rules, and you think, “Oh, well, of course we do first come, first serve. That’s how we’ve always done it.” But maybe that’s not the right way to do it anymore.

Pete Mockaitis
Well, yeah, absolutely. Well, you got me thinking in terms of there is…well, that’s a fun title you have – market designers. I was like, “What exactly does that mean? Oh, that’s what this means. Thank you.” There are so many ways that can achieve the outcomes that you’re after, it’s like, “Yeah, we want the diehard fans.” And so, it could be very well, especially with all this technology, it’s like, “Okay, well, if you’re on the email list, how long you’ve been on that email list? How often?”

Because, I mean, my own email software will tell me who are my most engaged email subscribers, in terms of opens and clicks, and how long they’ve been around and they’ll even, like, put some numbers on it. So, it was, like, you could very well roll that out in terms of the super-engaged email subscribers are the ones who get the first crack at being able to buy these tickets.

Judd Kessler
And there are innovations in that direction. Like, the Ticketmaster has something called “Verified Fan.” I think it’s more about, like, trying to figure out who’s a bot and who’s a real person. But you can, and they have kind of built-in, like, “Okay, do you stream Taylor’s videos? And are there ways to kind of indicate that you are more engaged?”

But another way that I like, and I talk about in the book, is how about just flexibility in when you will see the show and where you will sit? So, if you asked me how to allocate tickets to The Eras Tour, I would say, “Well, what if we just did, like, kind of lottery section by section? And you could say, ‘I will sit in any section of any stadium within these four cities on any night.’”

That person will have a higher chance of winning than somebody who’s like, “I only want to sit in the premium seats on the Saturday performance in my hometown.” And that is a way of indicating that you are a real fan of basically being, ultimately, flexible to move around the rest of your schedule. And so, kind of a lottery structure, which gets used for kind of rush tickets and in other contexts.

That strikes me as a nice way of saying, “These are the people who really value it because they are basically entering themselves in for every possible chance to get to see this artist perform live.”

Pete Mockaitis
And it also has me thinking about the movie “War Games,” where the computer says something like an interesting game, the optimal choice is not to play. And sometimes, as you really think through these hidden markets, and you understand the rules and how they work and what you have to gain or lose by participating, you may make smarter choices, like, “Oh, it’s not worth playing this game at all. Maybe I need to try to invent my own game over here. I got to invent a different opportunity to accomplish what I’m after, rather than entering the meat grinder mosh pit over here.”

Judd Kessler
No, and people do that. They look at markets and they think about, “How difficult will it be to be a market participant? And what is the chance that I get what I want?” And when you look at that, when you see the hidden market, you understand the market rules, and you think about what strategy you’d play, you might decide, “You know what? I’d rather not.”

There’s a great ice cream parlor about 10 blocks from my apartment, and on some Sundays, they give away free sundaes at 3:00 p.m. And my kids are like, “Oh, it would be great if we get a free sundae.” And it’s like, “Yeah, but I think it’s going to be crazy when we get like, we’re either going to have to arrive super early or there’s going to be shoving matches.”

And it’s, like, even if the whole family goes and we get five free sundaes, like, it’s probably not worth it. We’ll pay full bore for the sundaes some other time, right? But we have to decide in these situations, like, “Is this a market that is really worth it for us to be in?” Or should we be trying to go to a different restaurant, go to a different live event, wait until there’s less demand for this kind of very popular show and go see it later?

Pete Mockaitis
Lovely. Well, Judd, tell me, anything else you really want to make sure to mention for professionals looking to be awesome at their job, thinking hidden markets and being more effective?

Judd Kessler
Yeah, I mean, there’s other examples in the book that are kind of about not just how we allocate time and attention, but how we allocate other resources within the firm, like financial resources or kind of budgets that you might be in charge of allocating. And it’s the same kind of logic of thinking through “What are the incentives you’re creating for people on the other side of the market?”

So, I teach in one of my classes for executives in the executive MBA program at Wharton, about American Airlines had their AAirpass, and other airlines had similar products where they basically sold unlimited first-class tickets. Like, you could buy a pass that basically gave you as many first-class ticket flights as you wanted for as long as the pass holder lived.

And it was a strategy in the late ‘80s and early ‘90s to get a bunch of cash early when the airlines needed it. But it turned out that when you set the price of an airline trip to be free, but it’s very costly for you to provide that because it’s crowding out a paying customer, then, all of a sudden, you are kind of creating this incentive for folks to fly constantly.

Many of them are still alive and they cost the airlines millions of dollars a year. And it might not be a smart move for you to offer kind of membership style services where you give a lot of benefits away for free that kind of continually costs you. And it kind of speaks more broadly.

Like, if you’re in charge of budgets, like use it or lose it budgeting where you give folks money, and you say, “If you don’t use it, we’re going to take it back. Or, worse, if you don’t use it, we’re going to take it back and give you less next year.” Like, you’re creating the same kind of incentives of people to just, you know, at the end of the year, be like, “Oh, we haven’t spent this all. Let’s go on a spending spree.”

Pete Mockaitis
“All right, 50 iPads. I guess we’ll buy them.”

Judd Kessler
“Yeah, that’s what we need.” And research shows, like when the government does this, and they evaluate the projects that get bought at the end of the fiscal year, they’re bad. They’re not good projects. They’re the groups that have these funds kind of just spending the money so they don’t have to give it back to the US Treasury.

Pete Mockaitis
And really thinking about the market participants and their incentives can really help cut through a lot of the noise. And I’m looking at on my bookshelf, I got Thomas Sowell’s “Basic Economics,” in which he says that, “We really shouldn’t evaluate policies based on their intentions because most of them are great. But we should really think about what are the incentives that are creating and, thus, the likely behaviors.”

And it’s funny, as I think about some digital marketing type stuff, and people really stress the algorithm, it’s like, “Ooh, how can I get to the top spot of Google or the recommended videos in YouTube?” And so, they think about all these things, “Well, there’s my keyword density, and there’s my thumbnail, and there’s my, compelling clickbait-y title,” whatever.

But often, it actually could get pretty simple. It’s like, “Well, what Google wants people to do is keep Googling. So, if you want to be in the top spot, ideally, you will just phenomenally address the question that people are Googling. Or, what YouTube wants people to do is keep sticking around YouTube and being served ads.”

So, ideally, if you could be so engaging and captivating that they watch your whole video and then want to watch more of your videos, then you’re doing just what YouTube wants and they’ll automatically get the memo and try and shove you in places. And so, I find that this approach of just thinking from the higher-level principles, the participants and their incentives, can cut through a lot of noise to get you after. What do we really got to focus in on here?

Judd Kessler
Yeah, and a lot of times, I mean, I think we’re trained to do this, to think that kind of we have to outsmart the system, that, “Oh, we have to kind of play a strategy that’s too clever by a half.” And it’s like, “No, sometimes you don’t want to do that. Sometimes you want to just deliver high-quality content because that’s what’s going to be the best possible outcome.”

But you’re exactly right, that thinking about the incentives of the people that you’re participating in the market with, whether it is people competing against you or people on the other side of the market who you’re interacting with, is the ball game. I talked about your time and attention, I used to want to be a good professor and I want to be responsive to my students. That’s the intention of the policy.

When students would email me, I would try to respond as quickly as possible. And I realized a lot of the questions they were asking me about were stuff that they could easily find out if they read the syllabus or kind of did the old meme of like, “Let me Google that for you,” where you, speaking about Googling, just like kind of saying, “Hey, this is something you can find out on your own. You don’t have to ask me.”

It made me realize, like, I have to stop responding to these emails because I’m creating more work for them. They have to email me and wait when, really, I should be teaching them to kind of gather the information, get the information on their own. And I’m creating a ton more work for myself because I’m responding to all these emails I don’t need to.

So, if I just kind of lay off and say, “Hey, if you have a question, look at the syllabus. If you ask it to me, you know, I’ll get back to you, but it might take a couple of days.” Like, that has dramatically shut down the number of, kind of unnecessary communication, kind of waste of everybody’s time, and particularly mine, that I’m doing, again, because of this change in the incentives that I set up for people on the other side of the market.

Pete Mockaitis
All right. Thank you. Well, now could you share for us a favorite quote, something you find inspiring?

Judd Kessler
So there’s a quote by Seneca, the Roman philosopher. It’s attributed to him, these old quotes, you never know. “Luck is when preparation meets opportunity.”

The other one is one that I worked really hard to make sure was in the book. It’s in a footnote. One of the market rules that I talk about is first come, first serve waiting lists, where you put your name in, you kind of wait. So, I got in this quote from The Simpsons, where Homer comes back from the video store, and Marge, his wife, asked him if he got the movie, and he says, “Well, they put us on the waiting-to-exhale waiting list, but they said, don’t hold your breath.”

I was like, “I’m going to get that in. I’m going to, really. I’m going to do it.” Editor back and forth, but it’s in there. It’s in there, it made it in.

Pete Mockaitis
All right. And a favorite study or experiment or bit of research?

Judd Kessler
Yeah, so there’s a great one that I talk about in the Choose Me Markets chapter. It’s a dating study, and it kind of dovetails really nicely with the labor market studies. A lot of the economics that is happening is the same across those two. But it’s a South Korean dating market, and folks have to pick 10 people that they want to match with and maybe kind of meet in real life.

And the researchers vary whether they have eight or two signals, special kind of, they call them roses that they can send along with their proposals to meet with somebody on the other side of the market. And it’s a really great study that looks at kind of, “What is the effect of these signals? And are people using them correctly?”

And they, typically, do not. Everybody sends their roses to the kind of most attractive people on the other side of the market. But the optimal strategy there is to send them to people who might be surprised to learn that you are interested in them, that you are kind of, they might have thought you were out of their league, and here you are kind of saying, “No, I’m actually really interested in you.” That’s when these roses, that’s when these signals are super effective. I really liked that study.

Pete Mockaitis
All right. And a favorite book?

Judd Kessler
So, I have to say the kind of book that comes before this one, in terms of a pop economics book about market design, is Al Roth’s book, Who Gets What — and Why, which kind of sets the stage for a lot of what I talk about in my book.

Pete Mockaitis
Okay. And a favorite tool?

Judd Kessler
So, I really like the snooze feature in Google, in Gmail. I used to use Boomerang, a kind of third-party add-on, but this has really helped in me achieving some of my goals. Like, for example, not responding to student emails right away, so I can just snooze it for three days, and then respond. So, I won’t forget to respond if they do need help, but it trains me not to just kind of react to the fact that somebody sent me 12 follow-ups.

Pete Mockaitis

Okay. And a favorite habit?

Judd Kessler
So, I have gotten in the habit of making sure that I get some time for myself, maybe not every day, but a couple of times a week. So often that’s working out, but sometimes it’s just going for a walk. And in the book, I talk about how important it is to give some of your scarce resources, like your time and attention, to yourself, but I’m trying to live that better. But actually, I find it makes me more productive and more attentive and engaged when I am devoting time to other projects or people.

Pete Mockaitis

All right. And if folks want to learn more or get in touch, where would you point them?

Judd Kessler

So, I would point them to JuddBKessler.com, B is my middle initial for Benjamin, and that’s my website. They can also go to GetLuckyByDesign.com. It takes them directly to the book page. And they can find me on LinkedIn.

Pete Mockaitis
Okay. And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Judd Kessler
I think they should think about the hidden markets that they control, and whether their rules that they have set up for those markets are actually achieving the things that they want them to achieve, or whether they’re kind of, they’re doing what they’ve always been doing and kind of the inertia is holding them back. And I think if they look at these markets with fresh eyes, they might be much happier with the outcomes that get generated.

Pete Mockaitis
All right. Judd, thank you.

Judd Kessler
Thanks so much for having me.