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323: The Surprising Power of Seeing People as People with Kimberly White

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Kimberly White says: "Ordinary people have so much capacity and so much greatness inside them."

Kimberly White breaks down why seeing people as people dramatically increases productivity at work and in life.

You’ll Learn:

  1. What you miss when you see people as objects
  2. How seeing people as people turbocharges problem-solving
  3. Three ways to change the way you perceive people

About Kimberly

Kimberly White is the perpetually amused mother of some very theatrical children, and the lucky wife of the funniest person she’s ever known. Her nine months of research for The Shift included dozens of hours working alongside nursing home employees in offices, showers, vans, patient rooms, kitchens, and one very creepy basement.

Kimberly earned a degree in philosophy, studying under C. Terry Warner and serving as his longtime research assistant. She was editor of her department’s undergraduate philosophy journal and copy editor for Epoche: A Journal for the History of Philosophy. She has also worked for the Arbinger Institute as a group instructor and as a first-draft editor of Leadership and Self-Deception.

Kimberly’s family recently moved from Harlem to the village of Pawnee, Illinois, where they have gloried in mid-western sunsets and accumulated pets at an alarming rate.

Items Mentioned in this Show:

Kimberly White Interview Transcript

Pete Mockaitis
Kimberly, thanks so much for joining us here on the How to Be Awesome At Your Job podcast.

Kimberly White
Thank you Pete. I am so glad to be with you.

Pete Mockaitis
Well I think this is going to be a fascinating conversation on all sorts of levels. But first and foremost, I want to hear about your synesthesia. My wife also has it. Tell me how that works for you.

Kimberly White
For me it means that numbers and letters of the alphabet have colors in my mind. It’s consistent over time. But I also have concepts, so like days of the week and places that I’m familiar with and certain holidays appear in my mind in color and also located in space around me that they always appear whenever I think about the concept or the letter or the number. It’s kind of fun. It’s kind of interesting.

The only thing about it that’s proven to be a drawback in my life is that somehow I don’t know how these things develop, but I must have been young when I learned about east and west because the color I have in my head for west is the same color I have in my head for right, as in the right side of my body.

When I’m trying to get directions and people talking about east and west, I always confuse them because the color for west is the same as the color for right, when of course, when you’re reading a map that should be on the left. But I’ve learned that if I’m getting east and west directions, I have to stop and write it down because my brain is going to confuse that. There you go.

Pete Mockaitis
That is fascinating. With my wife, numbers seem to have a color and a gender to them.

Kimberly White
I’ve heard of that.

Pete Mockaitis
As a result, they’re so much more meaningful to her and she’s able to memorize numbers rapidly, whereas I rely on this old school technique of turning each of the numbers into a letter, turn those letters into a word, link those words. I’m thinking hard for like five minutes to memorize a sequence and she just has it in less than one minute.

Kimberly White
Yeah, because it brings in more of the brain. Yeah, mine has not really proven to be helpful, just interesting.

Pete Mockaitis
What’s also interesting to me is you recently made a move to central Illinois, right?

Kimberly White
Yes.

Pete Mockaitis
It’s Pawnee, Illinois, not to be confused with Pawnee, Indiana, the fictitious home of Leslie Knope in Parks and Rec.

Kimberly White
No and that’s what everybody asks me. All I can say is a) I wish and b) my Pawnee is much, much smaller.

Now, what’s crazy is we moved here from Manhattan.

Pete Mockaitis
That is crazy.

Kimberly White
We actually lived in Harlem. It was the biggest city. It’s all very cosmopolitan. And everybody’s a doctor or an artist or an opera singer. Everybody has tiny, little tiny places to live, but sort of big jobs and big dreams. We moved out here to farm country and it’s like being in a different country, but it’s great. It’s a great different country. We’ve been very, very happy here.

Pete Mockaitis
That’s cool. The motivation for the move was just to have just less distraction and to be able to do more writing?

Kimberly White
Partially that and the money.

Pete Mockaitis
Oh yeah.

Kimberly White
I love New York, but it is so expensive to live there. Rents just go up and up and up. We just we got priced out.

Pete Mockaitis
I think beyond just the sheer income versus outgo, it would just irritate me. Writing checks that large ore paying this much for a drink or for milk or whatever you’re buying, like, “This is ridiculous,” grumble, grumble.

Kimberly White
It’s really true. I would be happy – if I saw a gallon of milk for five dollars, I’d say, “Hurray, it’s only five dollars.” This was two years ago. I’m sure milk is seven dollars now. It really did wear on you after a while, but there were lots of great things about the city too. Wonderful people.

New Yorkers get a really bad rap. It’s mostly deserved, but there are really, really good things about New Yorkers. They’re very loyal.

I’m always telling people who wanted to go visit, they always want advice from somebody who’s lived there, I tell them, “Do not be afraid to ask somebody on the street for directions. New Yorkers are really friendly that way. But don’t stop in the middle of the street and block them from walking. Then they’ll be really mad.”

Pete Mockaitis
Oh right, walking too slow. That’s the cardinal sin.

Kimberly White
Don’t walk too slow. Don’t do that. Just don’t. Don’t do it. Don’t stop at the top of the subway stairs. Don’t do that.

Pete Mockaitis
Oh boy. Well, that’s a lot of fun. That’s the backdrop.

Kimberly White
There we are.

Pete Mockaitis
Then I’m going to get some more backdrop. You have a good bit of experience collaborating with the Arbinger Institute. Can you orient those who are not yet familiar? What’s this organization all about?

Kimberly White
The Arbinger Institute is a management consulting company. They’re a philosophy. They’re management consulting approach is based on the work of a philosopher named Terry Warner, who founded the company decades ago before I was involved with them.

Their approach is to teach leaders and managers how to see the people that they’re responsible for, and the people that they work with, and the people that report to them as real people not just as sort of cogs in the corporate machine.

They have found over the years that you can do a lot to improve productivity and avoid infighting and the sort of battles that develop between different departments and so on just by taking this approach.
I worked with them in college. They have a very popular book called Leadership and Self-Deception that was written about that time. I was involved. I didn’t write the book but I looked at the first draft, edited it. I was involved with the first couple of drafts of that book. It’s still worth reading today. Your listeners should check it out.

Pete Mockaitis
Oh absolutely. It is worth reading. I heard several guests cite this as one of their top, top books. It’s like; I’ve got to check this thing out. I actually listened to the audio version. I still hear that guy’s voice in my head sometimes, like, “You’re in the box. … going to get out of the box.”

Kimberly White
Yeah.

Pete Mockaitis
It’s really powerful stuff. I was intrigued just because it’s one of the few books that I know of that doesn’t have an author listed as the person, but it’s like the entire organization.

I always try to figure out this is a great book. Who should I get to talk about it on the show? Well, it’s like I don’t know because there’s not an author I can snag. You’re sort of like behind the veil of mystery as an editor.

Kimberly White
Yes.

Pete Mockaitis
That’s something special.

Kimberly White
I know. Yes. It’s very interesting. They did that on purpose. They were very considered about that. They have a few other books out now. Usually they are primarily written by one person in the company, but they all sort of collaborate together and work on it together.

They made the decision – and this is a very Arbinger thing to do. They made the decision to have all of their books be authored by the Institute and not by the individuals so that the credit for the ideas would be shared. There wouldn’t be one person, for example, who’s doing all the podcasts. That was their point.

You’ll notice in my book that I’ve written we had the same sort of issue. It’s primarily a profile of one company and they didn’t want their name to be primary. They wanted the stories and the insights to be sort of more universal. More important, they didn’t want to feel uncomfortable offering the book to their competitors and other people in the same industry. They just wanted the ideas to stand for themselves.

That’s why there’s this veil of mystery, as you call it, is to keep it even and to keep the focus on the ideas and the work and to make it as accessible for any one person as for anybody else.

Pete Mockaitis
That’s cool and that’s interesting. It just really feels like it’s really based upon true values. I think it just makes it, well, I guess from a marketing perspective, all the more intriguing. It’s like I’ve got to see what this is about.

Kimberly White
You can tell that they’re really living what they preach. They have the kind of collaborative relationship that they teach other people how to have.

Pete Mockaitis
That’s good. You’re telling me that the name of the organization is not the real name of the organization?

Kimberly White
It is not. That just stands for Healthcare Group.

Pete Mockaitis
Okay. Got it. The mystery continues. Cool.

Kimberly White
Yeah, such a mystery.

Pete Mockaitis
Okay, that’s sort of the backstory. Then can you orient us a little bit. We talked about the main principle or concept is people as people. Can you give us a little bit more background on just sort of the conceptual piece and then I want to hear how it came alive for HG. I said the box a couple of times, could you maybe unpack just a couple of those foundational concepts?

Kimberly White
Yeah, let’s clarify all of those. Especially because the subtitle of my book is How Seeing People as People Changes Everything. The question I get all the time is how else am I going to see them. Obviously they’re people. It does bear talking about.

The point isn’t that Arbinger or I, anybody thinks that anyone really doesn’t know that people are people and thinks of them as subhuman or anything like that. That’s not what we’re talking about.

But the point is this, when I am focused and kind of obsessed with my own interests and my goals and the things I’m trying to accomplish and my fears and my dreams, when that’s the only thing that I’m caring about and thinking about, then the people around me only enter my thoughts in so far as they have an impact on the things I’m trying to accomplish. I don’t think about them beyond that.

If I’m trying to get a promotion at work, then my coworkers, I only even see them as far as they impact that. She might be a competitor, someone else who’s trying to get that promotion. That’s all I see. This is a person I’m competing with. How do I drag her down? How do I make myself look good in comparison to her?

He might not be in the running for the promotion. He kind of likes me and maybe he’ll say something good about me to the higher ups, so I only see him in so far as I can use him for that purpose. Now, the reason we say that seeing people like that is like seeing them as objects is because it reduces them to functional.

Pete Mockaitis
Only if you’re there.

Kimberly White
Yeah. Objects, they come from the factory. They’re supposed to perform something. If I’ve got a pen, it came from the factory. It only exists for me to be able to write with it. If I can write with it, then I’m happy with it. If my friend at work will praise me to the higher ups, then I’m happy with him. I don’t think any further about it.

If my pen is broken, then I’m mad and I’m frustrated and maybe I’ll throw it away. I might lick it, shake it, whatever, because it’s just an object. What I don’t do with a pen is think “I wonder what happened to make the pen feel bad. I wonder if I can talk it into providing-“ no, because it’s not a person. It doesn’t have feelings. It doesn’t have thoughts. It’s just an object.

But I find myself treating other people that way too because-

Pete Mockaitis
You lick them. You shake them.

Kimberly White
Yeah, you lick them, you shake them, try to get them to do it and see how – and if they don’t do what I want, then I’m just mad and I get rid of them.

But the person who’s a competitor for the promotion for me in the office, that is not why she exists. She doesn’t exist to compete with me. She has her own life. She grew up somewhere. She has perspective. She has a culture she came from. She had hurts when she was young and triumphs and all of these things have made her the person she is. She has her own goals and her own reasons.

There are just thousands of things inside her mind and in her life having her act the way she does and bringing her to this point. But when I’m only thinking about myself, I don’t see any of that in her. All I see is “I want a promotion, she might get in my way,” just like she was a pen that wasn’t producing ink.

When we see people as objects like that, the problem is obviously, that’s not fair to her. She doesn’t exist for me. He doesn’t exist for me. It’s not fair to people. They don’t like that feeling of being seen like an object, but it’s also false. When I see somebody, just a thin sliver of what they’re … me and that’s all I care about, then I’m missing a lot.

She might have a very good reason for wanting this promotion. She might … fit for the promotion than I am or maybe not, but I don’t know. As long as all I can see is that she’s a competitor, like an object competitor, I can’t see anything else and there are bound to be important things that I’m missing.

That’s why in the Arbinger materials, you’ll find them talking about being in the box because when we see other people as though they were just objects, our perspective is so limited that it’s like being locked in a box where we can only see a few things. I can only see the stuff that matters to my goals. I can’t see anything else. It’s a way of being blinkered.

In my book I talk about it as being kind of blind because we miss so many important and crucial things and it leaves us unable to solve problems and build relationships when we’re seeing others in that shallow object-like way.

Pete Mockaitis
When you talk about being blinkered and blind, what this is reminding me of is some study that I think it looked at brain scans associated with people who are looking at pornography.

What was sort of troubling there is that sort of the same parts of the brain associated with using an object or tool like a hammer or a saw or something were being activated and lit up sort of in that context when they were looking at images of people, which is really spooky that there’s some sort of physical or biochemical stuff happening just inside of us that’s there.

Blindness really does seem like an apt terminology because it’s kind of like a physical dysfunction or disability.

Kimberly White
Yes, there’s just so much we miss. Nobody has ever studied the Arbinger term specifically, but they have done studies and they’ve shown similar things when you’re part of an in group and there’s an out group that you have a conflict with, like racial groups or gang members from different affiliations that you find, again, the same thing.

You find different regions of the brain activated for the people that you’re seeing as objects and as enemies than for the ones that are part of your in group and that you care about.

Like I said, this specifically hasn’t been studied, but I wouldn’t be surprised if it would show up in a brain scan because we do, we get so blinded and so blinkered when we are self-absorbed and not seeing the people around us as people.

Pete Mockaitis
I’m right with you there that it doesn’t sound like a pleasant way to live and experience collaboration and interaction with people. But if that were enough for the hardcore achievers, what are some of the results or performance impacts associated with making this mental shift?

Kimberly White
Oh gosh, it’s so crazy because I think it’s easy to hear something like this and think, “Hm, yeah, but having to get to know people, that takes time and I’ve got to earn money and I’ve got a deadline,” as though seeing people as people is going to take more time and it yields uncertain benefits.

But it is absolutely the opposite. I have seen so many cases where seeing people as objects has led to all kinds of conflict and wasted time. In my book, it’s primarily focused on the healthcare industry.

One thing that’s very, very common in health care environments is the management – it being responsible management – will sort of look at their budget and all the things that are going in and out and notice that they spent a lot on supplies, gloves and adult briefs, and wipes and things like that and will say, “Hey, I think we’re using too many. Let’s try to restrict this a little bit and try to save money on our supplies.”

The problem is that the nurses and the nursing assistants who have to deal with the patients face-to-face, one-on-one, that’s a horrifying idea to them because what are they going to do if somebody needs  a change or they need their wound looked at or they need to be rolled over and the nurse has run out of gloves. You can’t even touch a patient without gloves. There’s so many things they wouldn’t be able to do.

The nurses become panicked and the first thing they do – and this is so common – they’ll sort of sneak the supplies out of the closet and go hide them around the patient rooms. They’ll hide them in places so that each individual nurse knows that she has enough supplies for her patients. But they all do this because they’ve all been told we’re cutting back on supplies.

Then management comes and they look at it and they go, “Wait, we’re still overusing our supplies,” and they yell at the nurses and they give them lectures. They have a big in service meeting to talk about how important it is. The nurses go, “Oh my gosh,” and they hide more stuff because they’re afraid of losing their supplies and not being able to care for their patients.

This happens so frequently and things like this happen in every business as departments feud for resources and as reports try to sneak things from their boss if they feel like budgets are being constrained.

This problem only arises because the management isn’t trusting the nurses to be responsible with the supplies and the nurses aren’t trusting the management to purchase the amount of supplies they truly need, so they’re back and forth and everybody is upset and angry.

You end up spending a lot of time, and meetings, and a lot of emotional energy trying to solve this supply problem that should be going toward your actual product, which is taking care of the patients, taking care of their rooms.

When you get leaders who are willing to back out of that conflict and say, “We’re on the same side here. Let’s work together to talk about things where we can save money. How many supplies do you realistically need? I’ll make sure you have them,” then you don’t have those problems. That hording issue completely disappears when the people trust each other.

Now, no nurse, no janitor, nobody who’s on the housekeeping staff, none of these people are going to trust leadership that doesn’t value them. If I know that my boss basically just sees me as an object, I am not going to trust him. I’m not going to trust her. I’m going to feel like those nurses and I’m going to feel like I need to hoard my resources and hoard my stuff.

When you can really see people as people as a leader, you get so much more productivity, so much more cooperation, so much more openness from the people that you’re working with because people can tell that the difference. They know. They know when you’re seeing them as an object. They know when you don’t matter to them.

You can save all kinds of energy and money, frankly, because you don’t need to spend that much on supplies if everybody is being honest about where they’re going.

Pete Mockaitis
Absolutely. You talked about resources in different environments. I’m aware of an employee who it’s kind of challenging to type all day at a laptop, so this person wants to use speech software.

They have speech software, but the laptop is underpowered in terms of RAM or hard drive space or whatever is necessary to run the thing and making the request to get the computer you need to do the work is just nightmarish in terms of the policies and the standards.

Kimberly White
Right.

Pete Mockaitis
You can have me operating at sort of half-power, which is going to amount to 30 – 40 – 50 K a year of lost productivity.

Kimberly White
Of loss, exactly.

Pete Mockaitis
Or you can pay 500 bucks to get me a RAM and a hard drive update and I’ll be a happy camper.

Kimberly White
Right. I’ll be happy. I’ll be pleased. I’ll get my work done instead of gripping about my computer. I think so many, especially business leaders and managers, underestimate how much time is lost in complaining and in gripping and in just sort of being unhappy.

Here’s a little experiment for you. If you think about somebody that you don’t like, somebody that’s irritating and drives you crazy. Just think about how much time you’ve spent in your life just basically sitting and thinking how annoying that person is or complaining to somebody else about how annoying they are. Calling your mom, “Oh, did I tell you what so and so did today.”

We actually spend a lot of time on that and not nearly as much when we trust and value people. That doesn’t take away from our work. We don’t devote the same kind of energy to it. We tend to devote that kind of energy into working together.

I was in a building – this is in my book too – where I met two nurses. They’re both male. They were just so happy in their job. They were so happy where they worked. They were so happy with the way they were treated by management and they created this entire environment where all of the employees were supportive and helpful.

One of these guys actually had a second job in another facility that actually paid him more per hour, but he wouldn’t give up this job because it was so pleasant. He enjoyed it so much. Talk about productivity increase, talk about engagement, talk about motivation.

We spend so much time and energy trying to get employees to feel engaged, to be motivated, to be committed, to reduce turnover, all of these things. People will stay where they’re happy, where they feel valued, and where they know their feelings and their hopes, and their dreams, and their perspective matter, especially when they feel like they matter to the management.

Pete Mockaitis
That’s powerful. I’m thinking of another instance in which an employee shared all sorts of input on sort of the process and the use of contractors and how they could do a better job executing a certain area of work.

Then one or two days later, they started up doing the exact same old process with the exact same problematic contractors, threw this person into a meeting and is absorbing this with not a word of acknowledgement about the exchange.

Like, “Hey, I know what you said about the contractors and we’re really working on that, but it’s … right now, so we’re going to have to go with who we’ve got because we can’t get someone else quick enough,” just 20 seconds.

Kimberly White
That’s all it would take.

Pete Mockaitis
Like, “Hey, I heard you.”

Kimberly White
Right. But here’s the thing and here’s why the Arbinger approach and the stuff I talk about in my book I think are so important, it’s because that kind of thing, just being willing to take the time to explain what’s going on kind of arises naturally when you really see the people around you as people.

When you care about your coworkers, when you care about their feelings, you would always make those clarifications. You would never just ignore them. That’s how we treat the people that we care about. That’s how we treat our friends.

It’s in this environment where we just see our coworkers as objects, as other cogs in the machine that you end up kind of either feeling awkward about it or not knowing how to bring it up, all these sort of things that people end up doing that stops them from saying what they really should say. Those sorts of things arise in an environment where we see people as objects.

When we care about people, when we know them – this is one of the things that this company HG in the shift did so well – is they trained their leaders not in some process that made employees feel valued, not in some procedure that would make people think that they mattered, but they would literally tell them.

When a manager went into a new building for the …, he or she was instructed for the first 30 days or thereabouts they weren’t allowed to do anything except get to know the staff and the people. They weren’t allowed to change processes. They weren’t allowed to make new plans. They weren’t allowed to change their suppliers. They just spent all of their time getting to know people.

Pete Mockaitis
It’s so funny. I’m imagining myself as that manager, like, “What an awesome month. This is just going to be fun.”

Kimberly White
Right?

Pete Mockaitis
“I can just get to know people. I cannot stress about lots of stuff.” It’s almost like having an extended vacation, hanging out with cool people.

Kimberly White
Right. Although, I’ll tell you. They continually had a problem that these managers couldn’t stand not to be solving problems because they’re managers. They wanted to go in and fix problems, so they had to make it so that they’d have to report on who they met that day and report on what they learned about people.

They’d also have to report on problems that they saw but didn’t fix because otherwise they’d go around fixing problems, which is I think just sort of a manager thing. But they would do this. They would legitimately do this.

Thirty days later – I mean just imagine. If you worked for a bad company – a lot of the time there would be these bad healthcare facilities that were losing money and they failed health inspections and they were not pleasant places to be in.

Then HG would come in, buy the facility, bring in a new manager and turn them around. That’s how they grow. That’s how they earn their money.

Now if somebody comes in, which is typical in the industry and in most industries, if a new boss comes in and just says, “You’re doing this wrong and that wrong, and this process is bad, and this person is bad. I’m going to fire a bunch of people, bring in all my own guys, tell you guys that you’re all doing it wrong.” The employees that stay just feel so insulted by that.

You might as well come in and say, “Everything you’re doing is wrong. You’re stupid,” because that’s how it feels. We got a new boss and he hates everything I’m doing. He thinks everything I’m doing is wrong. He’s firing my friends. It’s really demoralizing. It’s really, really difficult. It’s hard enough to get a new boss even if he’s great.

They would send these people in and they would spend 30 days just getting to know people. At the end of 30 days, you’ve got a staff that isn’t thinking, “He thinks I’m dumb. He hates me. He’s got all these new processes. We tried that last year. We already know it didn’t work.” They don’t disdain him. They are fond of him.

They know that he knows them. He can greet them by name because he spent all month getting to know people. He knows who has kids. He knows who works a second job. He knows who’s going back to school to get a nursing degree.

When you’re in an environment like that where people know each other and you know the boss cares about your job. When I say everybody, I mean everybody: the kitchen, the housekeeping staff, everybody. If you wash dishes in one of these facilities, the boss knows you.

Thirty days later, the boss would say – and this is the second important piece to the HG approach – the boss would gather all of his department heads and the leaders of the facility and ask them what they thought they needed to work on in the building.

Pete Mockaitis
Right.

Kimberly White
Now, instead of this new guy coming in and telling them all of the things they’re doing wrong and giving them a new process, he’s saying, “What do you think we can do better?” You know what? They always know. The people who are in this building, they know why it’s not making money. They know why it’s failed the health inspection.

They can feel perfectly free just to say, “I think our billing is inefficient. I think this process is too slow,” because they don’t have to feel defensive about it because nobody is attacking them.

I couldn’t find anybody who said there was a big problem that the leader had identified that the staff didn’t identify. They always get it.

Then the leader too. Now he’s a guy or she’s a girl who not only knows everybody on her staff, top to bottom, but also she has proven to herself that they know what they’re doing, that they know what the problems are, that they’re smart about identifying problems and solutions.

When she goes forward as a boss over the next years, she’s doing it with people that she trusts, that she values, that she knows, and people that she knows she can count on.

That kind of a work environment, where the boss isn’t pretending, doesn’t have an initiative, doesn’t have a binder that he’s looking at to try to make you feel good, but where the boss genuinely values you and can go into the kitchen and speak to the dishwasher by name and tell him he’s doing a great job.

The amount of dedication and hard work that these people put into their buildings is incredible. They work longer hours. They do more. They go out of their way. They do things that aren’t in their job description. They cover for each other when they’re on vacation.

I saw business behavior I would not have believed and I saw it all the time because people want to be friendly, people want to be helpful when they feel safe, when they feel like they matter, and when they know that they’re a real person to everyone around them. Then they treat each other that way. It kind of spreads.

That it’s not just – you bring in one boss who’s willing to make that 30-day effort to get to know people and treat them like they’re intelligent and like their input is good input, then everybody else becomes more willing to treat their coworkers that way.

Pete Mockaitis
Well, that’s a beautiful picture that you’re painting. It’s inspiring. It’s a beautiful thing. This just sparks so many things.

When we talk about sort of efficiency, many things came up. One, people are going to work at a lower wage when they’re just feeling great about the environment around them. Two, you’re coming up with all of these solutions and I’m thinking about my management consulting days. One month of a manager’s compensation is less than one month of Bain & Company fees.

Kimberly White
Right.

Pete Mockaitis
To come up with a bunch of solutions.

Kimberly White
Right.

Pete Mockaitis
In a way it’s massively efficient if it’s like we’re looking for leveraged approaches to getting solutions, we can hire the consultants or we can hire a manger who does nothing but get to know people for a month. It sounds like odds are strong you may come away with a bigger ROI on that month there than you would with a consultant or other solution finding approach.

Kimberly White
Yeah, HG is convinced that their financial success is largely due to this willingness to invest initially.

Like I said, so many people want to come in, snap their fingers, make a bunch of changes in the first 30 days, first 100 days.

In fact, I met a woman who had worked for a different company doing exactly that, going into facilities. She had 100 days to turn them around and make them profitable. She was a powerhouse. She was so fierce. She did that and made a ton of money. But she heard about HG and their way of doing things and got hired with them. When I … that she doesn’t make as much money … fixer.

But the reason she made the switch because she would go to these big meetings with the executives at the previous company and she had made them millions of dollars. She is so good. She had made them tons of money. Not one of them knew her name, not one of them. Over at HG, they all did. Even the executives made sure to get to know people and meet them. It’s a top down all the way thing.

There you go. She was making tons of money, more money than they could afford to pay her at this other … company. She left and they got her skills because she would rather be in an environment where she was valued.

Pete Mockaitis
That’s powerful. What you’re painting really does sound like a paradise, but you’ve got a chapter called The Paradise Delusion, so what’s the other side of this coin?

Kimberly White
Yup, yup. Oh my goodness, so yeah, we’re talking here about all of the good stuff and it behooves me to say none of this means that they didn’t have problems at HG. They still had turnover. You just always are going to have turnover in healthcare. They would still have government restrictions coming.

They dealt with things. None of this means that you’re not going to have problems, but you’re never going to have different departments needing or wanting different things. It just means that when those things happen, when you have people who really value each other, they can work it out in a way you can’t if everybody’s just an object to each other. You beat heads.

But as paradise delusion is concerned, the thing is very often when we are seeing people around us as objects and we’re unhappy and I would suggest that if we’re seeing the people around us as objects, we’re invariably going to be unhappy because objects are so stifling.

I found in my personal life as I went into HG and … these people and saw these friendly, familial work environments where people cared about each other and so on, it made me feel so much worse about my home life, which was very unhappy at the time.

I began to think, “Oh, I wish my husband would be like this person at this facility. I wish that my kids were as well-behaved as these people at this facility. I wish that my neighbors and coworkers were as … as these people.”

I called it a paradise delusion because I became convinced that what I needed to become happy in my life was to be surrounded by people who were going to be kind to …. I think that’s not at all uncommon when we’re unhappy, to feel like what I need is different people, different, nicer people who are going to value me again.

The reason that’s a delusion is because for one thing it’s never, ever, ever, ever going to happen, that there’s anybody on earth who’s completely surrounded by people who are always nice to him or her all of the time. Can’t be done. We are human beings. Nobody is nice all of the time. No group of people are all going to be nice all at the same time. It’s just never going to happen.

The second thing is when I think that paradise means everyone is going to be kind to me; I’m only thinking about myself. I’m thinking about what I want. I’m thinking about how I wish my husband would treat me, but in all of that – and maybe he is doing things that are unkind – but in thinking that way, I’m not sparing any mental energy to wonder what my husband wants.

What does he want from a spouse? What would he like for me to be doing? Does he want a nicer spouse? See that never crossed my mind. All I was thinking about is how I want other people around me to be different. I never thought about how they might want me to be different.

Pete Mockaitis
That’s great. Thank you. Well, so let’s get zoomed in shall we in terms of an individual professional in the heat of battle, if you will, in their workplace. What are some of the real keys to making the shift?

Kimberly White
Okay, first of all you have to be present with people. You have to be around them, especially if you’re a leader. You can’t get to know people if they’re always in their offices and you’re always in your office. You have to get to know people and take effort.

Usually that will mean asking questions. Where did you go to school? How do you like your job? What are you interested in? What do you do for your spare time? You can ask questions of people and get to know them.

There’s no way a person can be a real person for you if you don’t know anything about them. You have to start there. You have to start with finding out about them so that you know what’s relevant and what bothers them in their life.

At HG, you’ll see this in the book, they train their leaders to ask people

Kimberly White
“What makes your job hard for you?” because it validates them in the fact that there are things that are going to be hard, but then as a leader you know what the difficulties are. Instead of sitting back frustrated that people aren’t getting things in on time, you can just find out why is it hard to get things in on time. Then you know. Very often you can do something about it.

This works in personal life too. Why do you always forget to bring the milk home? Instead of just being mad and yelling at the person who isn’t doing what they’re asked, “Why is that hard?” You might find out there’s something you can do about it. You might find out there’s something you didn’t know that was going on in the background.

Asking questions is absolutely the first step. You get to know people and particularly find out if there’s something that’s irritating to you or something that’s a problem from your perspective, find out from them why it’s difficult. It’s a very, very humbling thing to do.

The second thing is to pay attention. You can’t fake caring about somebody. You can’t fake that they’re valuable to you. You can try and people see through it. It’s a waste of time, so don’t bother.

Ask the questions and pay attention. Watch people. Is this a cheerful person? Is this a grumpy person? See what’s going on. Then if there’s a change, you’ll notice it. If there’s a change, you’ll see it.

None of us want to be that person who … ten years later they suddenly woke up one day and said, “Oh my goodness, I never noticed how much he changed. I never noticed how much she had changed.” We need to pay attention as we go and notice the changes as they happen.

The third thing I would say is to always be willing to consider whether I am the problem because I don’t know what the problem is, you see. It’s quite possible that it’s me.

Talking about the paradise delusion with our coworkers or spouses or neighbors, we can be very irritated by something that they’re doing and wish that they would change and wish that they would be better, but we can never solve these problems and improve these relationships until we’re willing to recognize what we are doing that’s irritating to them.

When I am willing and able to say, “What am I doing that’s a problem for you?” that opens up the possibility of truly being able to fix these relationships that can’t be fixed as long as the only problem I’m willing to recognize is the one that they’re causing me.

Pete Mockaitis
Excellent. Well, there’s just a lot of profundity here to sit with. I think I’ll be listening to this episode multiple times and I recommend listeners do the same.

Kimberly White
Thank you.

Pete Mockaitis
There’s a few more pieces I want to get if you have some time.

Kimberly White
Absolutely.

Pete Mockaitis
You say it’s possible that our worst employees can actually be the best. How does that work?

Kimberly White
Well, it goes back to the blindness we were talking about. When we see somebody as an object, we don’t really know what they’re capable of.

Some of the time, my experience has shown, that a person who is being a bad employee, who is acting out, who is resistant to instruction, all these things that make an employee difficult to deal with, very often those are people who react very … against being treated like an object. Very often these are people who are just very resistant to that feeling and can’t … that feeling.

Then when they’re treated well, when you begin to get to know them, and understand them and see where they’re coming from, there isn’t anything wrong with them as an employee. Their devotion to the work is great. Their knowledge is great. Their skills are wonderful. They just were so troubled by being treated like an object.

This is a funny story in my book. The founders of HG, their company, it became a running joke for them. When they would purchase a new facility and go in, they told me that invariably, invariably, the previous owners would tell them, “Well, watch out for so-and-so and so-and-so and so-and-so because they’re such trouble.” They’d give them like five names.

He said invariably when they went in and stated doing things this way, seeing people as people and started off by getting to know them and doing all that that most of those people on the watch-out-for list turned into their best employees.

We can’t make judgments about people while we’re seeing them as objects because there’s no way of knowing how much of their behavior is just a reaction to the very fact that I’m seeing them as an object.

Pete Mockaitis
Yeah. That’s powerful. I have to ask, even though it feels a little too silly from the heavy, powerful stuff we’ve had, but you’ve got a chapter that has poop in the title.

Kimberly White
Yes.

Pete Mockaitis
I can’t just walk away from that. What’s the story here?

Kimberly White
No, you can’t. It’s the poop chapter. I couldn’t believe my publisher let me do that. I’ll tell you why. It’s stilly, but it’s also profound I think.

This story is in the book too, but I was in a facility early, early on, the very beginning of this research, before I understood a lot these things that we’d been talking about. I learned it from these people. But I was in this facility and I was talking to a nursing assistant who didn’t speak very good English. I remember her so clearly.

Now, nursing assistants are the ones who change beds and for people who are incontinent, they change the briefs. They’ll help people to the toilet – somebody who needs to be rolled over or helped out of bed, they do all that sort of very close and physical work.

I had developed a habit of asking everybody that I met what was the best part of their job and what was the worst part of their job. I was asking this woman, “What’s the worst part of your job?” She paused for a minute and she told me that the worst part was when her patients pass away, which was just astonishing to me. I didn’t know that the people who worked in these places cared that deeply for one thing.

But the second thing was I knew what nursing assistants did, so I knew for a fact, we all know, that it’s got to be like changing the diapers and doing the poop and the diarrhea and stuff. That’s got to be the worst part. I asked her, like maybe she’d forgotten, “What about the diapers and stuff?” She looked at me like I was crazy. She said, “No, no, that’s for their dignity.”

I realized that for me poop was just this gross thing that I didn’t want to touch and that made me not want to work in healthcare because you might have to see some of that stuff and that’s yucky.

But that’s not what it was for her. Because the people that she cared for were real people to her, she didn’t see it as yucky, gross poop. To her it was well, these people, their bodies are failing them. I can help keep them dignified if I assist them with the toilet, if I keep them clean. I’m making them clean and safe and happy.

It wasn’t remotely the worst part of the job to her because it was what real people, people that she cared for, it was what real people needed.

The point of that chapter and the point of talking about poop at all is just to show how different everything, everything about other people looks when we can see them as they really are.

An object person, yes, their diapers are gross, but a real person with a life history who chats with me about their kids and tells me stories of the past and maybe tells me jokes, with that person if their body is aging and doesn’t function for them, it’s not the same thing at all. It becomes a sense of I want to help clean them up, make sure they don’t feel embarrassed.

It’s even the feces is different when we see people as people.

Pete Mockaitis
Beautiful. Thank you. This is just so good.

Kimberly White
Thank you. Thank you, Pete.

Pete Mockaitis
Could you share a little bit when you’re in the midst of things, I think that many of us want to, we aspire to care about people regularly and then we get caught up in our own stuff and we get defensive and such. Do you have any tactical tips for when you’re in the moment, in the heat of it, what are some great ways that you can kind of quickly bring yourself back to a caring position?

Kimberly White
Oh my gosh. You’re asking the wrong person. I am so bad. But there’s a chapter about this too. It was one of the most disappointing things – one of the hardest things, but it turned out to be wonderful about learning all this stuff and this shift and seeing people as people.

It turns out I’m still just kind of me. I’m still just kind of a jerk. I can still fight. I can still see people as objects. I didn’t just magically turn into a fairy princess who scatters flowers around. It was very disappointing. I thought I was going to be better.

I actually think the first thing to do is just to remember human beings have faults. The other people around us are going to have faults. We shouldn’t condemn them for that and neither should we condemn ourselves. We can always fix the situation later. You can always apologize. There’s no sense in getting depressed when we find ourselves doing the jerky thing that we know we’re prone to do.

The second thing is when it’s a relationship that’s pivotal in your life, a spouse or a coworker or something that’s likely to come up a lot, then I would really, really recommend spending time –

We were talking before about the amount of time we spend griping about people that annoy us, try to spend an equal amount of time or even any amount of time thinking about the person that annoys you the most and what in their life, what pains and sorrows, and frustrations might be leading them to behave in a way that you find so difficult.

Then you have that place to go to. In the moment when you find yourself frustrated, you’ve already thought about that person as a person and instead of trying to generate that when you’re already upset, which I can tell you I don’t do very well, I don’t think most of us do.

But if I’ve already thought about it and already found a way to see that person as a person, and even please, taken some steps to show them, steps of kindness, to demonstrate the caring that I have, then when I find myself irritated, frustrated, grumpy, I have that mindset present to me. I can go there.

I can remind myself, “Okay, take a deep breath. Remember that she just got over being ill and she takes a medication.” “He was really disappointed last week at his performance, no wonder he’s stressed right now.” You can remind yourself of the things you know about the person that will make them seem human to you.

We do not have to just fall back into that, “He’s so annoying.” “She’s such a brat,” kind of way of thinking. We have the power because we run our own minds, we have the power to remind ourselves of the things we know about the person that are real, that are true, and that are human.

Then if you can’t do much in the moment, don’t be afraid to apologize. People love to get apologies and to make an acknowledgement of what I’ve done wrong. Nobody ever minds, ever, ever, ever will mind hearing, “I’m sorry. I messed that up.”

Pete Mockaitis
Thank you.

Kimberly White
You’re quite welcome.

Pete Mockaitis
Well, tell me, Kimberly, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Kimberly White
Oh, we’ve had such a great conversation, Pete. I think we’ve covered everything. I just want to emphasize again how much power we have over our own lives and our own relationships.  The seeing people as people stuff, that’s not only for people who were born cheerful. It’s not only for people who were born calm. That is a decision we get to make in every moment of our lives.

Am I just going to sit back and think about myself and everybody around me gets to be an object or am I going to say, “Wait. What’s he thinking? What’s she thinking?” It doesn’t take any skills. It doesn’t take a degree. It doesn’t take a particular upbringing. That is just a choice we get to make. It’s a choice that will change everything in our lives if we’re willing to make it.

Pete Mockaitis
Perfect. Now can you share with us a favorite quote, something you find inspiring?

Kimberly White
Well, it was just so powerful to me. One of the founders of this company was talking to me about motivating employees. He said that he’s against trying to motivate employees. He said this, “Leadership is like a fire.  A good leader doesn’t come in and blow on the flame and take credit. He sees the flame that’s already there and clears away debris to let it grow.”

Pete Mockaitis
Beautiful, thank you.

Kimberly White
Yeah.

Pete Mockaitis
Now how about a favorite book?

Kimberly White
The Remains of the Day. Are you familiar with that one?

Pete Mockaitis
I don’t know a lot about it, but I know the title. It’s ringing a bell.

Kimberly White
Yeah, and they made a movie of it. No, it is a story about a man who devoted his whole life and made tremendous and painful personal sacrifices thinking he was on the right side of history and it turned out he was not and sort of had to confront that in his old age.

I just am so moved by the human experience and just the disappointments we all have just because we’re flawed human beings. We don’t have to have lived the perfect life. Humanity isn’t about getting it right. It’s just about being human.

Pete Mockaitis
Thank you. How about a favorite habit?

Kimberly White
I like to eat a chocolate smoothie in my bed and read with my door locked. I will read anything. Mostly I read non-fiction. But the chocolate smoothie just puts that over the edge, I’m telling you. It’s like ice cream without the guilt.

Pete Mockaitis
Well, thank you. Is there a particular nugget that you share that really seems to connect and resonate with people when you share it?

Kimberly White
You asked great questions and brought out all the good stuff.

One thing that resonates a lot with people is this little tidbit. Before I started working on this book, I was headed for divorce. I was so unhappy. I thought this was going to be the way to make the money I needed to be independent and split. Now, I am happily married to the same man.

Pete Mockaitis
That’s beautiful. Thank you.

Kimberly White
In case you’re wondering, does this really work? Yeah, it does actually. It really, really, really does. It’s not just pie in the sky. It’s not just quotable quotes. Life can be different. Life can be better than we tend to think. Humans are awesome. Ordinary people have so much capacity and so much greatness inside them. We’re surrounded by it. We can produce it and we can see it in others and it’s just miraculous.

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

Kimberly White
I would point them to my website, KimberlyWhiteBooks.com. That’s books plural. My book, The Shift: How Seeing People as People Changes Everything is available at all major book sellers. For leaders, I recommend 800-CEO-Read. For everybody else, go to Amazon and you probably will anyway.

Pete Mockaitis
Do you have a final challenge or call to action you’d issue to folks seeking to be awesome at their jobs?

Kimberly White
Yes. If you want to be awesome at your job, start by finding out where you’re not awesome. If you’re not willing to … and fix them, you can never be awesome at your job. Find what it is, fix it, and ask somebody at work. They’ll be able to tell you.

Pete Mockaitis
Well, Kimberly, thank you so much for taking this time and sharing the goods. It’s powerful stuff and I’m excited to see what transformations emerge from it. Please keep doing the great work that you’re doing.

Kimberly White
Thank you so much. It’s been just delightful to be with you.

322: Delivering the Most Persuasive Words with Michel Fortin

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Michel Fortin says: "The three greatest human goals are to either make or save time, money or energy."

Legendary copywriter Michel Fortin shares how to be more persuasive in any environment and situation.

You’ll Learn:

  1. The platinum rule for persuasion
  2. The OATH formula to better know the people you need to persuade
  3. The ‘so-that’ technique to bridge arguments and persuade people

About Michel

Michel is currently Director of Communications at SEO TWIST, Inc., a full-service digital marketing agency that’s also a Premier Google Partner, Facebook Partner, and Shopify Partner. He manages a portfolio of 47 client accounts ranging from small businesses to multinationals. He’s also President and co-owner of Supportibles, Inc. (formerly Workaholics4Hire), an outsourced customer support solutions and backoffice business process services provider.

He leads a team of three managers and 22 support staff, as well as over 200 part-time virtual assistants and remote workers. They handle an average volume of over 15,000 support cases daily with clients in a variety of industries and verticals. He’s also responsible for building the clientbase, developing strategic marketing plans, and implementing business growth campaigns.

Items Mentioned in this Show:

Michel Fortin Interview Transcript

Pete Mockaitis
Michel, thanks so much for joining us here on the How To Be Awesome At Your Job podcast.

Michel Fortin

Thank you for having me. It’s a pleasure.

Pete Mockaitis

Well, I’m so excited to have this conversation. And I wanted to start by hearing about, you are a drummer in four different bands. Tell me how this works.

Michel Fortin

[laugh] Well, I’ve been playing drums since I was… Oh my Lord, since I was nine years old. I started playing on a drum set that my uncle had whenever he was playing with his bands in my grandmother’s house. Every time I visited my grandmother – I was being babysat by my grandmother – I was jumping on the drum set. And that kind of spurred a nice little hobby, and now today I play in four different bands – a country band, a classic rock band, a jazz band, and a heavy metal band. So, you can see that there’s a wide range of music there, and I’m very, very busy with all four of them, yes.

Pete Mockaitis

That’s cool. And have they ever been at the same evening or gig, in terms of, one is opening for another so you just very conveniently schedule to be in that spot?

Michel Fortin

Yeah, we all share calendars with the bands, so they know to not book a gig when I’m with another band. So I kind of tell all four bands at the same time when I’m available or not, so it works out really well. And as you probably know, from heavy metal bands to country bands is too widely diverse ranges of music, so they don’t share some of the same gig places. It’s kind of nice, yes.

Pete Mockaitis

Can I hear the band names? Are they wildly creative?

Michel Fortin

It’s kind of funny, because one of the first bands a while back was at the time when I used to teach at a local college here. I used to teach marketing, marketing management, professional selling, copywriting and all that stuff. And we were all teachers, and some of them actually still teach there. Actually one just retired not too long ago. And we call ourselves Divided Highway, because we were all four different, eclectic types of tastes in the band. One was a 50s classic rock, or rock and roll type of person, the other one was a country guy, I was a rocker, and then another guy was more of a jazz player. So we call ourselves Divided Highway.
The other bands – well, one band is Nelson Colt – he’s a national recording artist. He’s actually local here in Ottawa, and we’re part of the Nelson Colt band, and we play at a lot of festivals – country festivals and what not. The jazz band is, we are just basically backup musicians for a singer. Her name is Mel. She is a very widely-known jazz singer here. And the other band – the heavy metal band – is named FTP, but it doesn’t mean what it says. It’s called Free The Puppies. So, make that as you wish, and we’ll leave it at that. [laugh]

Pete Mockaitis

So, it’s important work you’re doing, freeing the puppies. That’s good. So, you mentioned you were teaching copywriting, and that’s how I bumped into you, is I was kind of learning all about copywriting, and you popped up. And you have a bit of a legend associated with your name in the history of copywriting. Can you tell us a little bit about that? And if you don’t, I’ll tell them for you, of how you’re a big deal.

Michel Fortin

Well, my story in how I stumbled into copywriting is actually a nice story, because it kind of helps other people who are thinking about what they should do or how they should learn copy. And it’s an interesting story. First of all, I grew up with this immense fear of rejection. I was abused by an alcoholic father as a child and I thought that because of that fear, I didn’t like knocking on doors, I didn’t like being at social gatherings and what not. And so what I did was, I dove into sales. I wanted to fight that fear, and the best way to fight that fear is to dive into something that forces you to be rejected all the time.
And that didn’t do well, because I didn’t make any sales. I was still a complete failure. And I said to myself, “There’s got to be a way to get those people to call me instead of me knocking on doors and getting doors slammed in my face.” So I said, “You know what? I’m just going to write a letter. Why don’t I write this letter that’ll ask people if they want some kind of a free consultation, free analysis? And I’ll get people to come to me?” I remember I declared bankruptcy. I was 21 years old. I declared bankruptcy at a very young age, to becoming the number one sales person for this insurance company, a Fortune 500 insurance company. And so I realized, “There’s something to this copywriting thing.”
So, that’s how I stumbled on to copywriting. And I realized over time that I’m far better at writing persuasively than I am at the actual process of selling. But I realized at the same time when I was learning all these things… I mean I dove into books and courses, I tried to learn more about the process of selling – it actually helped me improve my sales and copy.
And this is what I’m trying to impart is, because a lot of people say, “Well, should I write better? Is it about the prose? Is it about the grammar?” It has nothing to do with that. It’s, learn how to sell, or learn the process of selling, become a better sales person, become a better persuader, and then that will translate into the written format.
And up to this day, I guess a lot of people will remember me as being the person who wrote the copy, who made the first $1 million in one day back in 2004, selling digital products. And that’s what’s meant my name as a, quote unquote, “legend”, although I hate to use that word. But that’s how I became famous. And today, now I am Director of Communications at a digital marketing agency, a Google Premier Partner, and I still do a lot of copywriting here of course. And that’s my story in a nutshell.

Pete Mockaitis

That’s cool. And as I recall, the million-dollar day was John Reese.

Michel Fortin

Yes.

Pete Mockaitis

And what was the product, and do you remember the headline?

Michel Fortin

Traffic Secrets. Well, it’s kind of funny, because John at that time did a seminar – The Traffic Secrets Seminar – and he recorded that seminar and then he digitized into a video format into courses, which I wrote the sales letter for. And that’s the one that became the million-dollar day where we sold over $1 million worth of products. In fact, we sold over a million in 18 hours, but we call it “the million-dollar day”.
And then I remember when we re-launched it, it did phenomenally well as well when we re-launched it. And all I did was, we tacked odds and testimonials at the very top. But I changed the headline. I was … over this headline. In fact, it was kind of funny, because I came up with that headline at a copywriting seminar – Yanik Silver’s Copywriting Seminar. I was right there writing copy for John while I was trying to learn copywriting.

Pete Mockaitis

Real time.

Michel Fortin

In real time. And I came up with that. What would be the best headline possible? I just said, “Proof”. That was my one-word headline. A one-word headline to a 75-page sales letter.

Pete Mockaitis

75.

Michel Fortin

Yes. When you print it out, it would be 75 pages. And it did another couple of million dollars for John. I must admit – and I’m saying this with all humility – that John is a fantastic marketer. I learned a lot from him. And if it wasn’t for him, I probably would not have done that, of course. And it was also a melding of minds, because John gave me a lot of hints and tips and ideas, but it was the one thing that’s making me as a legend, if you want to call it that.

Pete Mockaitis

Yeah. That’s cool. And so, I guess we can dork out about this stuff, but our listeners are not so much online marketers who are trying to create information products and sell them and all that. There are plenty of podcasts about that, and we’re not quite one of them. But nonetheless, I believe every professional needs to be persuasive, both verbally and in print. And so, I’d love to get your take – maybe we’ll start broad, in terms of, if one wants to learn how to over the years of their career become progressively more and more persuasive and have people say “Yes” and to collaborate or help out on a project when you don’t have the authority to demand or fire or give bonuses or incentives financially – what should professionals do, if they want to sharpen their skills month after month?

Michel Fortin

I think the one thing that people have to realize is that we’re all in this game alone. And I say “alone”, not together. By that I mean, we all want the best for ourselves. However we try to help out each other, it’s still a selfish endeavor. And so when we try to persuade others, when we try to get people to come to our side, we often try to tell them why this is such a good idea, this is such a good project, this is such a good task. But we’re always thinking about ourselves, or we try to think of what the other person might like, which is often tainted by our own glasses, by our own way of seeing things.
I enjoy his work a lot – Dr. Tony Alessandra – a behavioral psychologist who actually teaches a lot about selling. And that translates a lot into copywriting, and I’ve used a lot of his teachings in my copywriting work as well. And he has a whole program called The Platinum Rule. As you know, the Golden Rule is “Do unto others”. The Platinum Rule is, “Do unto others as they would want to have done unto them”, rather than “What you want to have done unto you”.
And to do that, there’s a couple of things. And we could spend an entire 45 minutes just doing this, but the one thing that’s important is to understand what the other person really, really wants. That involves knowing the other person. It involves, in copywriting – when we talk about copy in a marketing context – market research. When I have conversations with copywriters who either have a writer’s block or they don’t know what kind of sales message, what kind of story they want to tell – I tell them, “Go back to your market. Do more market research.” The more you question, the more you probe, the more you dig deeper into your market, the more things will pop out at you almost instantaneously.
And it’s the same thing with persuasion in an office environment with coworkers, with subordinates, even with superiors, where you have to understand what makes them tick, what is keeping them up at night, what is something that they would want. Sometimes we look at things and we think that they’re looking for a specific thing, when it might be a whole other motivation, a whole other intent, a whole other behavior. And the more we know that, the more we can position the same request that we can make, but in a certain way that makes them feel like it’s their request, they own it, they possess it, but at the same time they’re doing it for their benefit and you’re making them feel like they’re the hero.
And that’s what I do. I do that at work. I work in an agency where it’s fast paced, it’s high energy here all the time, and we do have to have a lot of people on our side, and even with clients – trying to sell with clients. The more you know about who you’re trying to persuade, the more you’ll be able to position whatever request you’re making to get them to do what you want them to do. Not because you know what they want, but you found out what they really want.

Pete Mockaitis

Well, could you maybe give us some examples of perhaps an assumption that we might be making when we’re looking through our own glasses, versus a better way to make that request when you step into their shoes?

Michel Fortin

Absolutely. One of the things that I’ve done a lot in my life are seminars, and especially seminars in copywriting. And I did a seminar one time with David Garfinkel – one of the most well-known copywriting coaches – a brilliant man, a very good copywriter too. Fantastic copywriter actually. And he told a story once of a sales situation that kind of demonstrates that, where he was talking about a bunch of engineers sitting around a table, where some kind of chemistry machine… I can’t remember what it was, it’s some kind of laboratory instrument that they were trying to sell to this group of engineers.
And the person trying to sell to the group was talking about all the statistics and the data and the performance efficiency, and all those wonderful things. And he told the story where he found out when the people decided to buy the product, they said to the salesperson, “I’m not buying this because… There are so many things that we can actually do research on and find out about your product. We buy it because we like to touch it. We like to use it. We like to play with it in our laboratories, and we like to do things with it.”
We think that all engineers are all about numbers, but it comes down to I think something that is more fundamental, is that people do buy on emotion but they justify their decision with logic. And that applies to engineers as much as it applies to anybody else. And so, this person then went into more presentations afterwards, kind of positioning or repositioning the presentation. “Yes, I will talk about how neat and new and fun, and how you can geek out all over this product in your laboratory, but here are all the numbers and all the statistics and all the data that you can use to help justify this to your superior, to your purchasing committees and all that stuff.” So, that is a story that is very much applicable. I think you can apply that to any situation.

Pete Mockaitis

That’s interesting. So, we buy on emotion, and then justify that with logic. And so, I’m thinking… So many purchases I’ve made are flashing before my eyes.

Michel Fortin

Well, when you make those decisions to buy those products, your first reaction was to probably buy it for some kind of emotional reason. And sometimes that doesn’t mean it’s a childish emotion. It could be actually, “It makes me happy”, “I like buying stuff”. That’s probably just as normal and human as anybody. But then you’ll start to go into your mind. And you could do both things too. You can talk about all the wonderful reasons why you should buy this product; you’re trying to justify it.
But you know what a lot of people do? They also try to justify not buying the product, and they try to think of all the negative that can be associated with buying this product. They’re trying to talk themselves out of it. And as a copywriter, we need to do three things: A) we need to sell on emotion, B) we need to justify it with logic, but C) we need to handle and respond to objections or possible objections that they might have, that they will surely have when they’re going through that justification process.
So, in a job environment, in an office environment, whatever the case is – you might have to think about how you’re going to sell a particular idea to staff, whatever the case is. You might back it up with justifiable, logical reasons why they should go ahead, but at the same time you also have to think about, what are the things that they’ll come up with to negatively impact your decision, or what they’ll try to outsell themselves, or to sell themselves away from that product or service, or in this case, the idea, the task, the project. And you have to kind of prepare yourself, to anticipate those things and answer them.

Pete Mockaitis

It is interesting. I’m thinking about in an office environment, in terms of, there are so many projects that require collaboration across many functional areas and groups. And so, it’s like, “Hey everyone, give us your input on this” or, “Come to a meeting about that”, and they don’t want to. So I’m just imagining, if we look at the emotional angle, maybe you’re courting a project for a new software, tool or modular add-on that will help people do their jobs. And it might be something like, “Imagine a world where your Friday time and expense reporting doesn’t involve painstakingly pulling out receipt after receipt and taping it to pages and scanning them, but rather with a quick push of a button you can power through that moment.”

Michel Fortin

Yeah. You can say something like, “Hey John, I know that we’ve talked about your need for an assistant. That’s something that I’m trying to desperately find the budget for. And I know that you really need help, you’re overwhelmed right now. I would love for you to come to this meeting. We’re going to be talking about this new software that will be A, B and C and that will do one, two, three. However, it’s going to help us save some money, maybe be able to allocate some of that budget in order to help justify hiring an assistant for you. So, your input is so valuable and I would love for you to be at that meeting if you could. Could you come?”
That would be a way to position that. That’s just one example of course; I just pulled that off the top of my head. But it’s, where you can find ways to reposition something that is in their favor or somehow could be in their favor, and then maybe also look at how they come out on top if they do whatever you’re asking them to do.

Pete Mockaitis

Right. And it was interesting, when you talk about overwhelm – that’s a feeling. It’s like, “Yeah, I am, and it would be such a relief to have some help, support in that way.” So, maybe could you touch upon some other powerful emotions to get the wheels turning, associated with, if I’m going for an emotion as opposed to logic, what sort of emotions am I going after and can I stir up in an ethical and moral sort of a way to be more persuasive?

Michel Fortin

Well, I use a rule in copywriting called “the three rules of the 3s”. And that means that there are three things that people tend to look for when they, in this case, re-copy. But it could be applied in other situations. I talk about the three greatest human goals. The three greatest human goals are to either make or save time, money or energy. So, if you can find ways to position things that will make them or help them to understand that they can save or make more time, more money, more energy – then you’ve got them. You’ve got them hooked.
Now, the second, we’re going down the emotional path here. The second is, the three greatest human desires. And I have found in all copy that I’ve read, all copy that I’ve written, all copy that I’ve researched, it comes down to three essential things – greed, lust, or comfort. Greed – of course, doesn’t have to be greed about money. It could be great about life, it could be greed for possessions, it could be greed for having more time to travel, whatever the case is. Lust – of course, there is a sexual component, but it could also be lust for life, could be lust for health, could be feeling younger, feeling more active, more energetic, living longer, whatever the case is.
And of course comfort is the path of least resistance. People love convenience, they love to do things in a more efficient way. How can they get more time is important, but what they can do to be more convenient, to be more efficient so that they can have more time? Well, that’s the comfort level. And that’s the three greatest human desires.
And finally, we’re going to step up again – the three greatest human teasers – controversy, curiosity, and scarcity. So controversy of course is something that’s hot, that’s topical, that’s trendy. Putting politics and religion and all that stuff on the side, there’s always something that’s very controversial in the industry, in the news, whatever the case is. And if you can use that in your – and I call it “story-selling” – in your story-selling process, the more you can engage some of those emotions that will get people to do what you want them to do.
The second of course is curiosity. Creating curiosity is, I think, fundamental. We have this new term that wasn’t around when I first started on the Internet 20 years ago. But we call it “clickbait”. Clickbait is kind of funny, because I’m sure that people call something “clickbait” if they’re enticed into something that really doesn’t satisfy their curiosity or it makes them feel like, “Oh, you got me hooked onto something like this.”

Pete Mockaitis

Like a fake worm.

Michel Fortin

Yeah, that’s it. So I’m not talking about that. I’m talking about creating actual genuine curiosity. And I can talk a little bit more about that, but I’ll talk about the third, and I’ll come back to that. So, scarcity – people tend to want something more when there’s less available of it, or when it’s about to run out, because people love something that’s rare, that’s hard to get, that’s “only one left”, whatever the case is. So scarcity – when there’s less time to do something, or to get something, or to have something, and limited quantities, limited resources, whatever the case is.
So, all that to say that the three greatest human goals, the three greatest human desires and the three greatest human teasers are things that we can incorporate in our persuasion methods that will get people emotionally hooked onto what we’re trying to say and what we’re trying to get them to do.
Now, just to come back and finish on the curiosity thing. The reason why I love curiosity – it’s probably one of my favorite ones – is because of something psychologists call “the Zeigarnik effect”. And I say “Zee”, not “Zed”, of course. I’m Canadian. So the Zeigarnik effect is something that psychologists use to explain this kind of feeling of uneasiness, discomfort, when something is left unsaid, undone, not finished, until they get that closure.
And that Zeigarnik effect is very powerful because we can open a discussion, we can open an idea, we can open a request, and people won’t feel comfortable until they get that idea, thing – whatever – finished, completed, that thought finished. And it’s like finishing a movie halfway through.
I think one of the biggest controversial endings was The Sopranos. I don’t know if you remember that show, and it just faded to black when they were all in the restaurant. So, the Zeigarnik effect is powerful to create that controversy. If I say, for example, “You should do these three things”, and that’s the title of some kind of sales letter – and I’m being very simplistic, of course. And people will say, “Well, what are those three things?” There’s a very popular… This is a hundred years ago, title for an ad that said, “Do you make these mistakes in English?” Of course it was for an ad for teaching English.

Pete Mockaitis

Which ones? I might be.

Michel Fortin

Yeah, exactly. So it forces you to read what those mistakes are. So, curiosity is very, very powerful, and we can certainly use that in our interactions at the office and dealing with staff, because people are always intrinsically and innately curious.

Pete Mockaitis

That’s intriguing. And I guess in terms of closing the loop, it’s so true – I’m thinking now about my experience of watching the TV series Prison Break. I thought the first season was amazing. It was just some of the most thrilling television I’ve ever witnessed. The second season was okay; it was kind of fun. And then the rest of them – I think there are five – I think I watched the rest of the seasons just like, “I’ve just got to know what happens to these guys.” [laugh] I think I finally broke down and said, “Okay, I’m just not going to watch the episodes. I’m going to read the summaries and then watch the last one.” I had to know.

Michel Fortin

Right. And those are the best shows. Those are the ones that have the highest ratings. If you go back to, my gosh, the very famous Dallas show, when everybody was asking, “Who shot J.R.? Who shot J.R.?”, and then when they finally showed the person who shot J.R., the ratings just dropped like a rock. And that’s the Zeigarnik effect, right? But we can use that to our advantage. We can create a little bit of curiosity, get people a little bit enticed: “John, I really need you to come to this meeting. There’s something that I wanted to ask you that’s been bothering me; it’s on my mind.” And he says, “Well, what is it?” “Well, I can’t really tell you right now, I don’t have time. But actually just join me at 3:00 o’clock at the meeting and I’ll tell you.” [laugh]

Pete Mockaitis

Yeah, absolutely. A lot of this is reminding me of Robert Cialdini’s fantastic books Influence: Science and Practice, and his latest, Pre-Suasion.

Michel Fortin

Yes.

Pete Mockaitis

And I look forward to the day we have him on the show. And in Pre-Suasion he talked about how he had cracked the code of getting students to not pack up and leave before the class was over, which was, he would paint a little bit of a picture for a case study, like, “How did so-and-so company pull off this, when A, B, C, D and E were stacked against them? You would expect with these sort of factors, that they would have a terrible time getting a marketed option for this offering.”

Michel Fortin

Yeah. I remember reading a sales letter where the headline introduced – and it was a question – and then you had the whole sales letter, and then finally, the final P.S. at the end, “Oh, by the way – you know that question I asked earlier? Here’s the answer.” So it literally forced you to read, but it got people to read the whole sales letter. So, it was interesting, and it’s a very common tactic.

Pete Mockaitis

That’s fascinating, how when you open up a question that’s interesting, and you leave out the answer, folks want to get to it. And so, that’s great. Are there any other approaches for stoking that curiosity fire within people?

Michel Fortin

Remember I told you about market research, finding out more about the market. There’s something that I teach in copywriting that we can certainly apply in an office or in a job setting, is what I call “the OATH formula”. And the OATH formula means how prepared are people to take an oath? I know I use acronyms a lot – I’m an acronym fanatic. I love mnemonics and acronyms to help me remember stuff.
And OATH is just an easy way to remember what stage of awareness are people at? Are they oblivious – which is the O, apathetic – which is A, thinking, or hurting? And that means simply this: Oblivious is, they don’t know. They just don’t know. So, you would probably need to get them a little bit more educated so that you can get them to the next level. And that may be somebody who’s not aware of a problem – some people are not aware of a situation. Maybe somebody’s asking for a raise in your company, and they don’t necessarily understand that there’s a problem that they need to solve in order to get to that level or get to the point where they can ask for it. So, they’re oblivious. And of course you can create curiosity to educate them a little bit better or get them to want to be educated a little bit better, and that’s fine, but you won’t know that until you do that kind of research.
And again, I call it “market research”, but in an office setting sometimes just sitting down with people or finding out more about who they are, what makes them tick, what are their goals, what are the goals of the company. Sometimes we say people want a raise. I found whenever we’ve done surveys within companies, especially companies that I work with, that a lot of times money is not the number one thing. Sometimes it might just be a snack machine in the corner. It could be a coffee machine. It could be more flexible hours, that they can work at home more often because Jane can be with her child, or Bob could pick up his child from school, whatever the case is. Anyways, so oblivious.
Then apathetic is, they know about the problem, they’re educated about it, but they just don’t care. So now you probably have to create curiosity, not about the situation, but about why the situation is important, and especially why it’s important to them.
The next level up is then thinking. So, they’re no longer oblivious; they know about the problem, and now they sort of care about the problem, now they’re looking for a solution. It might be any kind of solution, but they’re thinking about it. They’re thinking about possibly getting to the next level, or going ahead with it. And that’s where you need to create more urgency – why it’s important to get that issue resolved now. So now you might have to think about things that will help persuade them, not just to get them to do whatever the case is, but to why they should do it as soon as possible, why it’s important to get it done soon, sooner rather than later.
And of course, hurting is the lowest hanging fruit. They know about the problem, they know there’s a solution. They’re not just thinking about getting it; they want it now. They need it now, they’re hurting. And that’s where your lowest hanging fruit is in any situation in the market, or whatever the case is. So, it’s going to be pretty easy to create curiosity in this particular case. But at any rate, the OATH formula is something to remember.
And when you have a situation where you’re sitting down with a coworker or a staff member, and there’s a situation that you want to bring up to them – try to think about, where are they at in their level of awareness about the situation? Are they oblivious, are they apathetic, are they thinking, or are they hurting? And that will kind of frame the whole situation, the whole conversation, and help you to position in a much better way so that you can get them to do whatever you want them to do, or to get the results that you want to get out of the staff, out of the business, out of the office environment.

Pete Mockaitis

That’s excellent, because I think I’ve often seen the mismatch, in terms of, I think I saw some email that told me that I could play with better predictions and win ETH in the process. It was like, “I don’t even know what you’re saying.”

Michel Fortin

Exactly, yes.

Pete Mockaitis

I was oblivious. I think it was a tool to help you choose Fantasy Football teams and win Ethereum –  a cryptocurrency, along the way. But it took me a while just to know what are we even talking about here. I don’t know why I didn’t delete it; maybe it was curiosity at work. It was like, “I have no idea what you’re even saying to me. Am I supposed to know? I feel out of the loop. … double-check this stuff.”
So, that’s really cool, to avoid those mismatches and not just assume, “Oh, of course they’re thinking about it because I’m thinking about it non-stop.” Well, maybe they’re not. They’re not you. Sort of that Platinum Rule again. And I’m thinking I’d like to zero in on the apathetic part, because I think in a professional setting that will be a large segment of your audience that you’re trying to persuade. It’s like, “Not my job, not my prob. I’m pretty apathetic as to what you’re asking me for.” So, what are some approaches to specifically get those folks engaged?

Michel Fortin

Well, there’s a trick in copywriting called the “so that” technique. When you’re trying to explain a feature, of course a lot of people say, “Explain benefits rather than features.” And I say, “A lot of people will think a benefit is a benefit, but it’s not. It’s more like an advantage, because it doesn’t really apply to the person specifically.” So I call them “features to advantages” and then “advantages to benefits”.
I’ll give you an example. There’s an old saying; I think it was from Theodore Levitt that said that people don’t buy quarter-inch drills, they buy quarter-inch holes. And I would say that’s kind of a benefit, but it’s more of an advantage. Why would people need a hole in the first place? It could be because they want to build something faster, or it could be because they want to get whatever they’re building faster, whatever the case is.
So, in the case when we use the “so that” – “so that” is a question that you would ask at every time you try to explain something. And of course you need to be educated beforehand. You need to do your research, whether it’s knowing about the person you’re trying to persuade, or the environment that you’re in, or what that person’s aspirations are, what’s keeping them up at night, what makes them tick, what makes them excited. So when you come to explain a particular job request or task or project, whatever the case is – when you say… Actually I’ll kind of back up a little bit.
One of the things that my son, whenever he grew up, drove me nuts, was, “Why? Why? Why?” He kept asking me, “Why, Dad?” “Son, I need you to do your room.” “Why?” “Well, because it’s really dirty.” “But why?” And then I realized if I say, “Well, if you clean it up, you’ll either get a reward” or I say, “If you clean it up, you’ll have more space that you can sit on the floor and play your other toys with.” “Oh, okay. Great.”
So that technique says, if you’re saying to John or Jane in the office, “I need you to do this, so that…” And then go on, and then do another “so that”. So, “I want you to look at this new piece of accounting software, so that we can see if we can implement it in our office, so that we will have a way to save money in our accounting processes, so that we might be able to actually look at extra money in the budget, so that we can hire you an assistant you’re desperately needing right now because you’re so overwhelmed.” So that, so that, so that.

Pete Mockaitis

I dig it, because you have an understanding of where they’re coming from, and then you can link sometimes multiple – three, four, five “so that’s” to get them where they need to go. And it’s funny, as you talk about drills, I’m thinking about my wife. It’s like, “What would my wife really be into for a drill?” And I’m thinking it would be, “This drill has a shroud and vacuum around it, so that there will be no dust, so that there will be no lead particles whatsoever into the air, so that precious baby Jonathan will be completely safe of any risk whatsoever.”

Michel Fortin

Exactly. [laugh] My wife loves… First of all we call our house “the magazine house”, because she loves decorating and all that, although she’s not a decorator; she’s a nurse. And if you were to try to sell her on doing something that is, I don’t know, something that’s not related to that, you can say – the drill, “So that you’ll be able to hang up those wall pieces.” First of all, I know that she wants the house to look great because she likes to impress especially our friends and our guests.
So I’ll say, “Buy that drill so that you’ll be able to hang up those pictures that you really wanted at the store that you saw the other day at Target”, or whatever the case is. “So that it really makes the room stand out, so that when Tracy comes along, she’s going to fall in love with your living room over again, so that you’ll be the talk of the town”, and so on and so forth.

Pete Mockaitis

Certainly. And that just brings it all right back to the market research again. It’s like, there could be a hundred different ways to position into “so that” bridge for what matters, from what you want to what they want. And that’s very handy, just to make that very clear and direct there.

Michel Fortin

And one of the powerful tools that psychologists and psychiatrists have – whenever they try to, quote unquote, “shrink your head”, as they say – they don’t often ask questions to be answered. They’re asking questions you to find out how you feel. For example, if you say, “I really hate my mother!” “Well, how does that make you feel?” Or, “I hate it when she does this!” “Well, how does that make you feel?”
Well, guess what? That technique is a powerful technique that you can easily use in an office environment. We often tend to do research by just trying to meet and have meetings, and then surveys or focus groups. You don’t need to do all that stuff. You just sit down with the person and say, “How does that make you feel? How do you feel about that? How do you feel about this accounting software?” Or in this case, “How do you feel about being overwhelmed without an assistant? How would that make you feel if we finally found somebody to actually take a lot of the load off of your desk and off your lap?” Or, “How would it make you feel if we found a tool that can actually save us money so it allowed you to do that?” “Oh, great.”
So, probe further, ask questions. Again, people love to talk about themselves. People love to talk about what’s ailing them as much as what makes them happy. And we don’t often listen. We kind of put our fingers in our ears because all we care about is what we feel or how we think the other person feels. And that’s where we have to go into what Tony Alessandra calls “dynamic listening” or “active listening”, where we actually do listen to what they say, and then we can use that. That’s fodder that you can use in your persuasion attempts later on, and it’s a great skill to actually learn too.

Pete Mockaitis

That’s great, thank you. Well, tell me, Michel – is there anything else you really want to make sure to mention before we shift gears and hear a few of your favorite things?

Michel Fortin

Sure. Let me tell you a little bit about… Sometimes people say, “When I write a sales letter or a memo in the office, or a letter to my superiors” – whatever the case is, or even just a project brief – they say, “How can I make that more persuasive?” And one thing that I teach in copywriting that I found when I read other people’s copy is that it’s very cold, very data-driven, very corporate-y, corporate language. And I can understand how that is important when you’re appealing to a group – maybe C-level executives, maybe stakeholders, whatever the case is, but when you’re talking one-on-one with the person, or when you’re writing something to get one particular person involved or persuaded, even a small group of people – keep in mind that people will try to write in a corporate-y type of language, but people, like I said, buy on emotion, they justify their decision with logic.
So when you hit them upfront with the logic, even the style, the language that you use, can be seen as, quote unquote, “logical”, in this case cold, too highfalutin. So I say, be more conversational, write like you talk. You don’t have to say things that are crass or you don’t have to use street language, but you can have a conversation. And I tell people this – first of all, I’m a drummer, and I play in different bands and that forces me to learn different styles of music. But at the same time we often record ourselves at almost every practice – band practice, band rehearsal.
And the reason that we do that is not because we’re trying to have a recording of what we’re doing; it’s because I like to listen to myself. I can see where I stumble, I can see where I missed a particular drum roll, I can see where I slowed down, my tempo was not right, or I can see where I wasn’t, in drumming we call it “in the pocket”. I was not in the pocket, it didn’t feel right – the style of music, whatever the case is.
Well, it’s no different than when you’re trying to write copy, or even when you’re trying to do a presentation. A lot of people will write a presentation and they’ll expect to do a presentation, no problem. Well, guess what? It’s the same idea. Write down your thoughts, or write your sales letter or your memo, but then speak out load and maybe even record yourself while you’re doing it. And if you stumble at any point, if you hit any snag, even if you stutter – you might say to yourself that that part is not clear, or you said it in such a way where it’s not going to drive the point home, because if you’ve stuttered or you had a point where you hit a snag or you stumbled while you were reading it yourself, you know that the person reading it will even be in a worse position, because they’re not the person who wrote it.
And here’s another thing: If you have somebody else read it out loud in front of you – not necessarily the person who you intended to send it to, the recipient, but somebody else – and if they stutter or they stop or they’re asking you questions; if you have to stop in order to explain to them something, then you know that, “Maybe I have to re-write that part”, whatever the case is.
Same thing as in a presentation. If you’re doing a sales presentation in your team, at the office, in front of your group – you might want to record yourself doing that presentation. We often look at ourselves in the mirror, and that’s perfectly fine because you’re doing it live, but here’s the thing: People will try to do a presentation when they look at themselves in the mirror. You can see yourself doing the presentation, you could probably see the immediate stuff, but you’ll probably miss out on a lot of the nuances and the innuendos, or the slight, subtle stuff that you cannot catch, because you’re so focused on giving a good presentation. So, record yourself, don’t be shy. Nobody has to see it. So, when I write sales letters, I always re-read my sales letters and I record myself saying them out loud. And I will listen to them and I can see where I stumble, I can see where I need to have parts re-written or rearranged in certain ways so that the flow is better.
And so, it’s a long way to explain this, but here’s the bottom line – always record yourself in some way, whether it’s a video, whether it’s an audio, and then you can go back and fix things and change things, because at the same time you will notice things as an observer or as an audience member yourself of what you’re saying, rather than not just how you’re saying it. Sometimes I listen to myself saying it twice, because I’ll focus on what I’m saying the first time, then I’ll focus on how I said it the second time. And I’ll change things around.

Pete Mockaitis

That’s excellent. Yes, wise words. And I think I’ve felt that with my own writing and then with writing and reviewing from others. It’s like, “Have you read that yourself, because there are some flubs here?” So, lovely. Thank you for that. Now, can you tell us a favorite quote, something you find inspiring?

Michel Fortin

There are so many. I am a quote fanatic. I tend to love quotes. It’s not just because they’re quotes and it could be nice and sometimes they’re platitudes, whatever the case is. That’s not the point. The point is, how you can look at it and apply it to yourself, to your life. That’s what’s important to me.
Benjamin Franklin said, “Write something worth reading or do something worth writing.” And I think it’s great because at the same time it applies to copy, it also applies to life in general.
So, that’s a quote that I love, because when I tend to write copy and I feel it’s not really getting the point home – again, write something worth reading. Is it worth reading, in this particular case? And sometimes it needs a little “Oomph”, it needs to be jazzed up. It doesn’t necessarily have to be the “How” you say it; it could be the “What”. It could be changing the whole idea, the premise, the story that you’re trying to sell.

Pete Mockaitis

Excellent, thank you. And how about a favorite study or experiment or a bit of research?

Michel Fortin

I think that anything from Tony Alessandra is. It probably resonated throughout our entire call today. I would highly recommend anything from him. He’s one of my favorite motivational speakers, as well as a sales psychologist, sales trainer. The Platinum Rule is by far my favorite one. Of course he’s come out with so many different ones throughout the years. But if you were to get your hands on any one course, that would be the one.
I learned about personality styles and bio personality styles when I was writing copy, teaching it to my classes. It helped me a lot to understand how some people are more numbers-driven, versus some people are more relationship-driven, versus other people who are more emotion-driven, and other people are more bottom line results-driven.

Pete Mockaitis

And how about a favorite book?

Michel Fortin

Oh, favorite book. I think a really good one, if you want to learn about copywriting especially, is Breakthrough Advertising by Eugene Schwartz. It’s probably a little bit outdated.

Pete Mockaitis

It’s hard to get too.

Michel Fortin

Yes, it is.

Pete Mockaitis

Way out of print.

Michel Fortin

Yeah. But there are copies floating around here and there. I believe there are some digital copies made, I cannot tell you where. I’ve had my copy for, my Lord, maybe 25 years now. But it’s my favorite book, in terms of copywriting, learning persuasion in print. And I recommend it highly.

Pete Mockaitis

And how about a favorite tool?

Michel Fortin

A favorite tool. I told you a little bit earlier about recording yourself, and I’ll finish with this. This is kind of my little inside tip. This is something that I do a lot when I write copy, especially when I’m stuck, when I really don’t have a lot to go on, or if I feel I’m not really getting, to use a drumming term or a musical term, in the pocket of what I’m trying to say. I will try to find somebody who can sell me on that idea. And what I do is, I record them. I get them to sell me on this idea, or something similar, if I want to use that.
And here’s the point: I will record the conversation, and then I’ll get it transcribed. I’ll pretty much get my copy written for me, or at least in large chunks of it, that I can use in my own persuasion, in my own writing attempts. So, sometimes when I do market research for example, I will actually call some of the happiest clients that my client has sold to, that are very happy with the product or service that they bought. And I’ll get them to explain to me why they’re so happy. I’ll try to get them to be excited and tell me what they like about the product. They’re basically trying to sell it to me. And I’ll record that conversation, transcribe it, and I pretty much have my copy written for myself.
And in order to apply this to, let’s say, a job environment, if you’re trying to sell, let’s say, some kind of accounting software to your staff or coworkers – look at other piece of software that you probably had success in selling the idea to your staff in the past, and maybe interview those people and find out what they liked about it or why they liked it. How it helped them, how it advanced their careers, or how it helped simplify their jobs or made things easier. And then try to record those conversations; not necessarily in an audio format, because sometimes people don’t like to be recorded, but take notes, find out what makes them tick. And then you can certainly look at how you can apply that to your current situation or your current attempts at persuading your coworkers.

Pete Mockaitis

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

Michel Fortin

Well, I work at a digital marketing agency. I’m Director of Communications at SEOTwist.com. That’s where you can reach me, certainly. And of course if you are looking at some of the companies that I own, I own a company called Supportibles.com. And that’s a company that offers customer service and customer support, outsourced customer support. So, Supportibles.com or especially where I work right now, SEOTwist.com.

Pete Mockaitis

And do you have a final challenge or call to action for those seeking to be awesome at their jobs?

Michel Fortin

A lot of people say, “Think about a famous quote”, and I always like to regurgitate sometimes, since it’s so often said – think different, as Steve Jobs often said. In this particular case, I would say, do different. Not just think different, but do different. Look at how something is being done or how something has always been done, and try to do it differently. Or think about ways you can do it differently. Do different.

Pete Mockaitis

Awesome, thank you. Well, Michel, you don’t like being called a legend, but it has been legendary chatting with you.

Michel Fortin

[laugh] Thank you.

Pete Mockaitis

Thank you so much for generously sharing these goodies. And I wish you and SEOTwist and Supportibles and all you’re up to lots and lots of luck!

Michel Fortin

Thank you.

303: Inspiring Teams through Purpose with Fred Kofman

By | Podcasts | 2 Comments

 

 

Fred Kofman says: "The way to integrate a team is not by payments, not by rewards and punishments, but inspiring them."

Fred Kofman shares how to unlock the power of purpose to strengthen your team and drive better performance.

You’ll Learn:

  1. The first hurdle to working in a group
  2. How to find the inspiration in your work
  3. How to solve the problem of disinformation

About Fred

Fred Kofman is a Leadership Advisor at Google and former vice president of executive development and leadership philosopher at LinkedIn, where he worked with the top CEO’s and executives around the world. Born in Argentina, Kofman came to the United States as a graduate student, where he earned his PhD in advanced economic theory at U.C. Berkeley. He taught management accounting and finance at MIT for six years before forming his own consulting company, Axialent, and teaching leadership workshops for corporations such as General Motors, Chrysler, Shell, Microsoft, and Citibank. At its height, his company had 150 people and created and taught programs to more than 15,000 executives. Sheryl Sandberg writes about him in her book Lean In, claiming Kofman “will transform the way you live and work.”

 

Items Mentioned in this Show:

Fred Kofman Interview Transcript

Pete Mockaitis
Frank, thanks so much for joining us here on the How to be Awesome at Your Job podcast.

Fred Kofman
My pleasure, Pete.

Pete Mockaitis
I’m so curious to hear, so you had a nice run there as the Vice President of Executive Development at LinkedIn. You just recently made a switch. What are you up to now and what’s the story?

Fred Kofman
Well, I’m now an advisor for Leadership Development at Google. Well, the story is I would say a transition, but along the same line.

I’d been with LinkedIn for five years. They are – I feel that they are all my brothers and sisters. It was an amazing opportunity that Jeff, the CEO, gave me to work with all of them. But after five years I think I worked with almost every executive in the company, so my mission was fulfilled.

I had shared what I can do and what I can help people learn and I felt that the value of my contribution was going to start diminishing quickly because it would be mostly repeats or tweaks, whereas there were a lot of other organizations that could use that and I wanted to offer my gift more broadly.

I agreed with the people in LinkedIn that I would be out in the market and combine the work I did with them with some work I would do for other companies. Then when I went out, some people from Google asked me if I could consider doing a more extended engagement with them, a project that would be more absorbing.

I thought it was a fantastic opportunity, so I just accepted and I’m here. I’m beginning this project of Leadership Development or advising them in the area of leadership development.

Pete Mockaitis
Very cool. I’ve been enjoying digging into your book a little bit, The Meaning Revolution. Could you give us how do you conceptualize it in terms of what’s the big idea behind the book and why is it important now?

Fred Kofman
There’s a fundamental problem that every person that is trying to work with a team has to solve. It starts with a couple, just two people or a family, a small team and is the same problem that an organization with hundreds of thousands of people will have.

That’s to try to combine or integrate the need to have each person be accountable, to do what they’re supposed to and also the need to have each person cooperate for the achievement of the common goal.
This seems obvious. You want a group of people that work together. Every company wants the same thing. We want people to work together and each person doing what they’re supposed to do.

But there’s a hidden problem with this. There’s some incompatibility between these two imperatives. That is that if you evaluate people based on their what’s called OKRs or KPIs, which are the key results or key performance indicators, people are going to focus on their own individual jobs.

Pete Mockaitis
Indeed.

Fred Kofman
And they won’t really collaborate with others and they will even build silos to make sure other people don’t prevent them from doing what they need to do.

Today we live in an illusion where people think they are getting paid or that they’re hired to do what they call their jobs, but they’re all wrong. Every person is wrong when they say, “My job is accounting,” or “My job is sales,” or “My job is engineering.” I think everybody’s job is to help the company succeed, just like every player’s job is to help the team win.

But a defensive player will think that his or her job is to stop goals and the offensive player will say my job is to score. That’s not wrong, but it’s not true either. The job is to help the team win.

You normally do your job as a defensive player by stopping the other team from scoring, but in some instances, under some conditions, it would be better for the team if you left your position and you went forward and tried to score. For example, if you’re losing one – zero with five minutes to go.

It’s a typical strategy that teams will send the defensive players to the offense to try to tie the game. But if a person thinks, “Oh, no, no, my job is just to defend,” they will not want to go forward.

The same thing happens in a company. If you feel that your job is to reduce costs, you are going to be less interested in satisfying the customer because it could be expensive to satisfy the customer, even though the best thing for the company to achieve its mission would be to pay attention to the customer.

Or if you’re in customer retention – I tell this story in the book about somebody that was trying to sign off on Comcast and saying, “I don’t want your service.” It went viral because that was a crazy conversation.

Pete Mockaitis
Right.

Fred Kofman
It lasted like ten minutes with the customer service

Pete Mockaitis
Cancel the account. Yeah, I remember that.

Fred Kofman
Exactly. That costed Comcast tens of millions of dollars in brand loss – in brand, I would say, distraction.

This was a stupid tradeoff that a person made because they think or they have a performance indicator that is how many people cancel the service during your time, when you’re on the phone.

The less people that cancel their service, the better your performance, so of course you’re going to try to convince everybody not to and you will even try anything to the point that you’re going to upset the customers and then create a brand disaster for Comcast.

Pete Mockaitis
Right. Then that’s making a lot of sense in terms of your job is broader than your job description, whether it’s to prevent customers from leaving or what not. Then at the same time, given that there are perhaps thousands of things that an organization needs to do in order to succeed and you’ve got to have some degree of division of labor and responsibility.

How do you think about that appropriate balance between folks sort of executing on their key performance indicators versus doing whatever is necessary to help the organization win?

Fred Kofman
Yeah. That is what the book is about. I’ll give you a hint; it’s not a balance. It’s a relationship of subordination. The primary goal is to achieve the mission. That is the super-ordinating imperative. That’s why you’re here.

If you’re a soccer team, you’re there to win the game. You’re not there to say, “Well, how do we balance winning the game with having more shots or having less goals scored against.” It really doesn’t matter. It’s better to win seven – six than to lose one – zero. You say, “They only scored one goal against us,” yeah, but you lost. It’s not really balance; it’s a subordination.

But it’s very difficult to try to incentivize this subordination because the moment you tell people, “We’re all here to win,” and you can’t observe what people do directly or even if you observe, know if people are doing the right thing or not, because many times it requires judgment or discretion.

When you give people a collective incentive and you say, “We all win together or we all lose together,” you become vulnerable to predators and parasites, people that will come and prey upon the system because they are –

For example, if you pay an average sales commission, like the whole everybody sells and then you pool the money and you pay every salesperson the same, well, all the people that are below average would love your company and they will come and work for you and all the people that are above average are going to leave because they are going to be brought down by the average.

In a sense, average pay drives the best ones away, if I can do a little verse, and makes the worst ones stay. That’s a very unfortunate result in economics that if you want to encourage individual excellence, you have to evaluate people by their own individual performance. But if you evaluate people through their individual performance, you’re discouraging them from contributing to the team objective.

That is in mathematical terms an insolvable dilemma. If you just take self-interested agents and you try to create an organization, you can’t. It just doesn’t work. There’s no clever incentive system that will solve this problem.

The book is about understanding why that’s the case, but then seeing how do you manage this problem better. What can you do?

Very, I would say, surprisingly for me in an ironic sense, the solution of the most material, the hardest problem is soft. I would say the solution to the economic problem is really spiritual because the way you have to integrate a team is not by payments, not by rewards and punishments, but by inspiring them. That’s where leadership or what I call transcendent leadership comes into play.

You have to give people the opportunity to participate in a project that they feel passionate about. They’re not doing it just because you pay them, but they’re doing it because it makes sense, because it fulfills a deep longing they have in their lives. It is done in a way that is ethical and makes them proud. It also gives them the chance to connect with other people who they just crave to be in community with.

Pete Mockaitis
Well, yeah, that sounds like a great place to be. Could you maybe help us go from a bit of a point A to point B sort of given what is currently the case in many workplaces? What are some of the very first steps to bring it into that spiritually robust, purpose-filled great place?

Fred Kofman
Yeah. Okay, let’s just say that some of your listeners are entrepreneurs or leaders in existing companies. The first step is to find the deeper meaning of what the company does.

Let’s imagine that I’m a doctor and I go home and I have a seven-year-old daughter that asks me, “Daddy, what do you do?” I say, “I make money.” Well, that’s not very inspiring. She goes, “Oh, well, good.” If she asks me why is that important, “Oh, because I can buy nice things for you.” She’d understand that and that’s okay. We have a nice house or we can eat tasty food and so on. But it’s not very uplifting.

If I dig deeper, what do I do “Well, I cure the sick,” or “I use medicine to make people well, to help them reestablish their health.” But if I go deeper, it’s like, “Well, when people are at risk and they have illnesses or they feel terrible or they are hurt, I help them first survive, and then come back to health,” and so on and so forth.

If I describe that as my job, as my profession, well, I feel uplifted. I feel happy and my daughter will be happy too. She will be proud to tell other kids at school what her daddy does.

I know it sounds a little perhaps simplistic, but if you are running an organization in the market, the people that are buying your product or service are finding some way in which that product or service makes their lives better. It makes them sufficiently better that they are willing to part with their hard-earned cash to acquire your product or service.

Don’t focus, as Peter Drucker, said, don’t focus on the drill because people don’t really want drills. Focus on the hole. What people want is holes. That’s why they buy drills, to make them. The question would be what is the human need, the human aspiration that your product or service is helping people to address and take care of.

You need to know that and you need to feel that in your bones, like deep inside that you’re super proud of what you do. If you’re not proud, like if you’re not on fire, you’re not going to be able to light up the people that you want to inspire. You need to feel it inside and then be able to communicate and invite people who join you in that project.

Don’t invite people to work and say “Okay, come and put your effort and I’m going to pay you.” Of course, that’s the economic deal, but the economic deal will only get you average performance.

Pete Mockaitis
This is really reminding me, Fred, of a fun chat I had. I think I was freshly hired at Bain & Company. I was chatting my fellow consultants in between some training stuff. Somehow it just sort of came up, it was like, “Hey do we do good as strategy consultants?” For me, it was kind of like, the answer was of course or else why would you have ever taken this job.

Then I went on I guess what was a rant associated with, “Well, what we do is we make companies more valuable which is extremely important because folks who are saving for retirement or for college education need for the stocks in their portfolio to appreciate and we help make that possible so that their dreams can come true.

Non-profits and foundations within their endowments have their investments placed in a basket of equities that individually we are helping make. And the leverage of us doing it is so huge in terms of being 23 years old and not having a lot of experience yet and trusted to tackle things that are going to liberate millions and billions of dollars of economic value that …”

So I went on this whole rant and the others were kind of like, “Whoa, I just thought this would be a good place so I could get into Harvard Business School or something.” I was surprised. I guess for me, I call it naïve or what, but I would just sort of assume, “But, of course, you would only choose a job that had deep purpose for you or else you would have chosen a different job.”

But different people, I quickly learned, operate from different starting points in their career decision making.

Fred Kofman
Absolutely. Yet, if you allow me, Pete, to challenge you a little bit.

Pete Mockaitis
Please.

Fred Kofman
I think you missed the most important part of your job when you described the benefits. I agree with every one you listed, but for me at the top of the list, not for me, economically, at the top of the list, the reason why these companies are going to become more valuable is because they will serve their customers.

The real value in the economy is not the mission of giving jobs to people or money to the investors. The real value in an economy, the one that propels humanity forward, is the competition to give value to the customers. That’s what good consultants help companies do. That’s what the mission of every company needs to be.

If not, we become a bureaucracy. But, “Oh look, we’re doing so much good because we’re hiring all these families.” Okay, that’s like 1% of the good you are doing. Don’t forget the 99% because the real good you’re doing is that people are buying your product because they find it useful in their lives.

You have no idea how much value you’re adding because as I say, if I use an Apple computer, it would cost me maybe 1,000 dollars to buy, but I would have been willing to pay 5,000 dollars. Even if Apple makes a profit of 2 or 300 hundred dollars, I made a surplus value or a consumer profit of 4,000.

Now, nobody knows that because there’s no place where I say I’m willing to pay 5,000. That’s something only I know how much value this computer is going to give me or how much would I be willing to pay for it.

I find it a little problematic today when people talk about social enterprises or “We’re doing good,” or we hire whatever people you’re hiring and say, “Well, so many families eat because of us.” Yes, that’s true, but that’s so small compared to the wealth that you’re creating in terms of life richness, not necessarily measured by money.

But we at Google today is the Input/Output conference for developers and just looking at all the developments in artificial intelligence and the assistant and all that, there’s thousands of people here that are just day and night thinking non-stop, “How can we make people’s lives better?”

There was a clip of a lady that had a difficult handicap. I’m guessing something similar to what Steven Hawking’s had. The kind of life that she was able to live because of the products that were created, it’s infinite. There’s no money in the world that would pay for that or she would not be willing to pay to access the level of quality of life that she’s able to achieve through some of these new technologies.

I want to be very emphatic. I emphasize this in the book, particularly in the last part, that there’s no system that we know that creates social cooperation and the growth and development of humanity like a market system, where everybody opts in because they think they’re getting a good deal or opts out otherwise.

Pete Mockaitis
I like that. It does connect and resonate and it’s easy to get kind of lost in the weeds a bit. As we discussed this, it kind of reminds me of the book, The Goal, in a manufacturing context in thinking about you had all these performance indicators about manufacturing, but it’s really just about making an efficient product such that it can be sold profitably and then that is enriching the individual end-user who are engaging it.

I’d love it, Fred, if you could tackle, maybe just bring to life a little bit some industries that might be kind of tricky in terms of finding that fulfillment and purpose. I guess some of them could just be controversial in terms of weapons or – well, I could name all kinds of controversial issues, like weapons, tobacco, alcohol, certain insurance drugs, insurance products, hedge funds.

Could you give us a few examples of how “No, no, if you’re working here is actually awesome in this way.” Or maybe you say, “Yeah, maybe work somewhere else.” What do you think about some of the trickier ones?

Fred Kofman
Well, let’s with weapons. What would be the need that a person buying a weapon can satisfy?

Let’s just say an honorable need. I’m not talking about a criminal buying a gun to murder people or to rob them. I’m talking about good people because if you’re going to be inspired, you have to believe that your mission is conducive to some higher good. If you can’t come up with anything, then you shouldn’t work in that industry.

I’ve never worked with gun manufacturers, but I’ve heard the arguments, so I’m sure you have heard them too. What would be the argument for a noble goal that weapons could pursue?

Pete Mockaitis
It’s interesting, when I said weapons, I was originally thinking of tanks and jets and nukes for nations. But I guess on the personal-

Fred Kofman
Okay, that works too. That works. What would be the reason to – let’s just say you’re working for McDonnell Douglas and you’re a leader and you want to inspire some young people to come work there.

Pete Mockaitis
I would suppose you would say, “We are keeping our servicemen and women safer with these offerings. We can rest easier in our homes, in our nation, knowing that we can resist the threat of a foreign power who would seek to kill and enslave us and we don’t have to worry about that much on a day-by-day basis because we have brave people equipped with these useful tools.”

Fred Kofman
I would work for you.

Pete Mockaitis
All right.

Fred Kofman
That’s inspiring. Again, I’m not claiming that this is true and that there are no weapons manufacturers that are evil. There are weapon manufacturers that work for the other guys too and they create the possibility of aggression or dominance or all these horrible things.

But at best, it’s possible to work for a certain kind of military-grade weapon manufacturer or even a gun manufacturer and say, “Yeah, it’s about protection. It’s about maintaining the quality of life, of sleeping well because I am aware that any thug can come and abuse you.” That’s inspiring.

Again, it’s not the weapon, but what is it that the weapon allows a human being to do that will allow this person to take care  of important human concerns in an ethical way, meaning without aggressing or without hurting other people in a violent manner.

Pete Mockaitis
Okay, thank you. Now that that is well-established in terms of your view or purpose in terms of how folks are enriched by the existence of your product and service.

If you zoom into sort of the day-in/day-out of work life, how can we stay connected to that and let the meaning really serve to be energizing and empowering day after day. I’d particularly like to hear that from a vantage point of maybe not an executive or a founder, but perhaps a manager who only has a few direct reports.

Fred Kofman
Yeah, well, let’s start at the bottom, not even a manager with individual contributor. There’s a great story that I found and I use it in the book that refers to President Kennedy’s visit to NASA. I think it was 1962.

He went to NASA and was touring the facility and there was a custodian that was mopping the floors. Just being gracious, the President stopped and said hello and asked him, “So what’s your job here?” He said, “I’m helping to put a man on the moon, Mr. President.”

That is culture. That is a culture that clarifies every day what are we here to do. He was certainly mopping the floors, but that’s not the way he felt about it. Just like it’s different to put brick over brick than to build a cathedral. If you keep the cathedral or the man on the moon in mind, then everything you do takes a different meaning.

This is true, there’s lots of studies. I quote several of them in my book about hospitals for example, and you’ll see the custodians in the hospitals finding a lot of meaning in helping people regain their health and cleaning their rooms and even chatting with them and bringing some joy on the nurses too.

You say, “Oh, some of these are menial tasks. They have to change the sheets.” Yeah, but in the process of changing the sheets, they’re making contact with another human being. They are participating in their life. They are giving them hope when they feel down, when they’re distressed.

It’s profoundly meaningful. It’s almost like a saintly thing to do. You’re going and touching with love and compassion people who are suffering. That’s an amazing opportunity that you only get if you work in a hospital.

I know we may consider some of these things like, “Oh, it doesn’t really matter. You’re just washing clothes in a hospital or making rooms in a hotel.” You say, “Those things are just worthless, meaningless tasks,” but the truth is there are people who do find a lot of meaning in that, but it’s not about the task. It’s always about the goal, the human concern that is being taken care of through the task.

If you’re a manager, then your job is first to remember that and second to remind other people in your team what are you really doing, maintain this awareness day in and day out and everything we do is for that. Everything we do is to fulfill our mission, the service that we’re proud to provide to the community or humanity in general.

Pete Mockaitis
All right. I’m with you there. Then you also mentioned a few problems that crop up within the organization in terms of things being disorganized with disinformation or disillusion. Do you have a couple actionable steps you recommend for hitting these pieces?

Fred Kofman
Yes. You may have a clear mission and everybody could be aligned to the mission, but different people see different parts of the organization and have different opinions about what would be the best way to accomplish the mission. I call this touching the elephant.

There’s a great story of a king bringing five blind men and putting them next to an elephant and telling them to describe the shape of the elephant. They start arguing. One of them says, “The elephant is like a column,” touching the leg. The other one says, “Oh no, it’s like a wall,” touching the side. The other one said, “No, no, it’s like a snake,” touching the trunk and so on and so forth.

The king at the end says to them, “Well, you’re all right and you’re all wrong. You’re all right because the part you are touching is really like you describe, but you’re all wrong because you are … extrapolating the part you touch and using it to elicit or to infer what’s the shape of the elephant as a whole.”

Many times in organizations we do that. People are close to some part of the organization and they think that the whole organization is an extrapolation of the part they perceive. The ones that see the organization are so far away, it would be like seeing the elephant from a mile away, that you can see the whole thing, but you don’t have any granularity and you don’t have the details that are required to make intelligent decisions.

I call this disinformation. Different people have different information and nobody knows the whole picture with the level of granularity that’s required to make intelligent decisions. How do you solve this?

Well, if people are aligned on the mission and they know how to share information in a non-arrogant way, I call it humility, then they can come together and each person can say what they see, and what they infer, and what they experience in their immediate environment.

Then the other people can integrate that and create the pool of common information out of which they can make an intelligent decision together, what would be the best way to proceed to accomplish our mission. But that requires kind of gathering the intelligence of everybody and creating this collective consciousness, this group awareness that encompasses the information that everybody’s bringing.

That is surprisingly difficult to do. After I wrote the book I was having some interactions with General Stanley McChrystal who wrote the book Team of Teams. It’s surprising how in the military and particularly having to fight guerrilla warfare that is very decentralized, they were dealing with exactly the same problem in spades.

One of the biggest managerial revolutions that McChrystal triggered in the US military was the creation of the Special Operations Command, the Joint Special Operations Command as a learning adaptive network, as a group of people who were operating in a decentralized manner, but were creating this shared consciousness to have all their resources available to make intelligent decisions to win the war, not win each particular battle, but to achieve the mission.

Pete Mockaitis
Very nice. Thank you. Well, tell me, Fred, anything else you really want to make sure to cover before we shift gears and hear about some of your favorite things?

Fred Kofman
I’d say that one of the consequences of this revolution from money to meaning is that you can’t do it as an addition to your personality. You can’t say, “Well, I’m who I am and then I’m going to do this.” The inspiration to use meaning as a galvanizing force, that inspiration requires you to be in a certain form, not just to do things. But who you are really creates the drive for people to follow you.

You have to earn your moral authority from your life. You can’t use formal authority to do this or monetary authority or economic power. You are trying to elicit the internal commitment from people so that they give you what you have no way to extract.

Pete Mockaitis
That’s a nice turn of phrase. ‘They give what you have no way to extract.’ Thank you. Now could you share with us a favorite quote, something you find inspiring?

Fred Kofman
Well, this is a quote from Mother Theresa that says, “Not everybody can do great things, but everybody can do small things with great love.” I find that very inspiring that this being a moral hero is not about having super powers; it’s about doing day-to-day things with great integrity, with great care, with great compassion. But it’s something I’d like to … in my life.

Pete Mockaitis
How about a favorite study or experiment or bit of research?

Fred Kofman
Well, I’ll tell you a shocking study if it’s favorite, but it’s the fact that the level of engagement worldwide is about 12 – 13%, so meaning almost 90% of the people hate their jobs. That’s incredible that so much suffering is happening because we don’t know how to work together and in way that uplifts human beings.

Pete Mockaitis
Right. How about a favorite book?

Fred Kofman
I’d say from Ludwig von Mises, Human Action. It’s not an easy book to read, but it’s a treatise in economics that changed my life.

Pete Mockaitis
Interesting. How about a favorite tool, something that helps you be more awesome at your job?

Fred Kofman
Gmail. Google search and Gmail. I think they’re incredible service opportunities. They’re so well designed.

Pete Mockaitis
How about a favorite habit, a personal practice of yours?

Fred Kofman
I won’t turn on my phone until I finish meditating, doing my yoga exercises, and going to the gym.

Pete Mockaitis
Okay. How about a particular nugget, a piece that you share that really seems to connect and resonate with folks and has them quoting it back to you?

Fred Kofman
The distinction between a victim of circumstance or being a player and responding to whatever life gives you.

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

Fred Kofman
The best way would be to look at my profile on LinkedIn. I put hundreds of short videos and papers there. They’re publically available. There’s also a website called Conscious.LinkedIn.com. There’s also the book on Amazon or my previous book, Conscious Business.

Pete Mockaitis
Okay, perfect. Is there a final call to action or challenge that you’d issue to folks seeking to be awesome at their jobs?

Fred Kofman
Yeah, find something that inspires you then live in that space. Don’t waste your life doing something that doesn’t have that juice.

Pete Mockaitis
Well, Fred, thank you so much for taking the time to share this wisdom and expertise. It’s powerful stuff and I just wish you tons of luck and all the meaning that you’re bringing to folks.

Fred Kofman
Thank you, Pete. It was a pleasure talking to you.

297: Encouraging Insight Through More Coach-like Conversations with Michael Bungay Stanier

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Michael Bungay Stanier says: "Be lazy, be curious, be often."

Michael Bungay Stanier returns to talk about become more coach-like by staying curious longer and giving advice a bit more slowly.

You’ll Learn:

  1. Why we more naturally give advice rather than ask questions
  2. The questions effective coaches ask
  3. How to deal with the uncoachable

About Michael

Michael Bungay Stanier is the founder of Box of Crayons, a company best known for teaching 10-minute coaching so that busy managers can build stronger teams and get better results. On the way to founding Box of Crayons in 2002, Michael lived in Australia, England, the United States and Canada, his current home. He has written a number of books. His latest, the Wall Street Journal bestseller The Coaching Habit, has sold over 350,000 copies. It has been praised as one of the few business books that actually makes people laugh out loud. He was the first Canadian Coach of the Year, is a Rhodes Scholar, and was recently recognized as the #3 Global Guru in coaching. Balancing out these moments of success, Michael was banned from his high school graduation for “the balloon incident,” was sued by one of his law school lecturers for defamation, and his first published piece of writing was a Harlequin romance short story called “The Male Delivery.”

 

Items Mentioned in this Show:

Michael Bungay Stanier Interview Transcript

Pete Mockaitis
Michael, welcome back to the How to Be Awesome at Your Job Podcast.

Michael Bungay Stanier
It is lovely to be back. This is will be fun. I can just feel it in my bones that this is going to be a great conversation.

Pete Mockaitis
I feel it too. The last one was so fun and you’re too kind for coming back. I was but a newbie, only 55 episodes in back then. I misspelled your name. I kind of had some facts about you wrong. And you came back for more, what a sport.

Michael Bungay Stanier
It all made me sound much more interesting than I am, calling me Nigel Bungay Stanier is odd, but I flew with it.

Pete Mockaitis
Nigel, it’s among the most sophisticated and intellectual of options. I realized last time we never talked about the balloon incident in your high school. I think that’s important to get on the record over here.

Michael Bungay Stanier
You’re right. In my bio it says ‘was banned from his high school graduation for the balloon incident.’ Here’s my decision on this. I’m never going to tell what that is actually about. But I’ll tell you what, Pete. The truth is the story itself is actually less exciting and enticing than that awesome one-liner sounds.

It is true that I was banned from my high school graduation for the balloon incident, but I want to leave it up to people’s imagination, just what can one man do with some balloons that is significant that he is not allowed to then graduate from his high school, where, by the way, I won prized and I did this and I did that and they still wouldn’t let me participate in the ceremony. I’m just going to tantalize people with that.

Pete Mockaitis
I’m so intrigued and I am tantalized. In a way I can kind of relate. You’re a Rhodes Scholar, yes?

Michael Bungay Stanier
That’s right.

Pete Mockaitis
An impressive intellect. You’d think they’d want to honor one of their best and brightest during the big day. I’m going to just imagine that the balloon ended up destroying an expensive piece of equipment. That’s what I have in my imagination.

Michael Bungay Stanier
I can neither confirm nor deny that.

Pete Mockaitis
All right, well I’m going to roll with that for now.

We talked way back in episode 55 and we kind of got the basics of what your book The Coaching Habit is all about. It’s since become much more of a smash hit now than it was before.

Michael Bungay Stanier
It’s amazing.

Pete Mockaitis
Yeah. Tell us a little bit about living that life. When you hit 1,000 Amazon reviews does Jeff Bezos come by your house or-?

Michael Bungay Stanier
He does, yeah. Exactly. In fact Jeff got my name tattooed on to his arm in celebration of the book. No, that didn’t happen.

The book is a little over two years old now. It launched February the 29th 2016 because February the 29th, why wouldn’t I choose that date. It has gone from strength to strength. It’s about 400,000 copies sold. It’s constantly in the top 1,000 books sold on Amazon, which is exciting.

In fact last week it got up to the number six book overall on Kindle books on Amazon. Number one in the business category. To all of your audience, they don’t care about this, but I was geeking out about this.

As you said, we’ve got over 1,000 reviews on Amazon. In fact, we’ve now got over 1,000 five-star reviews. It’s just a well-received book that we worked really hard to write and publicize and all of that. But somewhere along the lines someone sprinkled fairy dust into the mix and so it’s just going gangbusters. It’s very exciting.

Pete Mockaitis
That is so good. I’d like to maybe first get your take when it comes to –you say the word coaching, could you get us oriented a little bit in terms of what you mean, what you don’t mean and any kind of preconceptions you want to make it clear that you are not that?

Michael Bungay Stanier
Yeah, it’s a great question and I’m going to just tweak it a little bit and frame it up.

Pete Mockaitis
That’s so coach-like of you.

Michael Bungay Stanier
That is right. The purpose of this book, even though coaches love it, is actually not to make people into coaches. It’s to help people be more coach-like.

Because actually the person that I had in mind when I wrote this book, and I will say the people more broadly than this, but the person I desperately had in mind was you are a busy, engaged manager. You are doing the best you can, but you are a bit overwhelmed. You are a bit stuck. You’re not …. The one who got the next leap forward is for you to have more impact and find more meaning in the work that you do.

This is the person who I imagine, she goes up to the airport book store, she sees the book there, she picks it up, she goes, “I could read this”. It’s a short, interesting looking book and she finds a tool to help her be more coach-like.

What do I mean by more coach-like? Here’s the thing. I boil it down to a very simple behavior and it is this, can you stay curious a little bit longer, can you rush to action and advice giving just a little bit more slowly.

Now you can talk about coaching in different ways. In the book I talk about a coaching cycle and that’s a new insight typically generated by good question, an insight about yourself or about the situation leads to a positive behavior change. In other words you do something differently.

Positive behavior change leads to increased impact, hopefully positive increased impact, which in turn leads back around to new insight about yourself and about the situation. That’s kind of the dynamic of what coaching is.

I like John Whitmore’s definition of coaching more broadly which is helping people learn rather than teaching them, helping them to unlock their own potential. I think that’s really nice.

But all of that stuff is a bit abstract, a bit theoretical. I just love keeping it at a behavior change level, which is can you stay curious a little bit longer, can you rush action and advice giving a little bit more slowly because I think most people are advice giving maniacs. They love it.

They’re trigger wired to actually leap in with ideas, suggestions, solutions, ways you should do it even when they have no idea what’s actually going on. We’re just trying to shift that behavior just a little bit.

Pete Mockaitis
Okay, that’s very handy. Then you lay out some excellent questions that are powerful and flexible. That’s where we spent most of our time in the last conversation. How about I take a crack at doing maybe a two-minute summary and you can tell me all the ways that I’ve grossly mischaracterized your opus.

Michael Bungay Stanier
I’m quietly confident you’re totally going to nail this, so take it away. The seven questions from the coaching heaven. Drumroll please.

Pete Mockaitis
Okay, it’s on.

Michael Bungay Stanier
Pete, number one is.

Pete Mockaitis
Okay, the opening question, what’s on your mind that enables you to focus the conversation and position your partner to do the thinking?

Michael Bungay Stanier
Perfect, and get into the juicy stuff fast. Sometimes it’s like… it’s like trying to chat somebody up at a bar. You know once you get into it, it’s going to be fine, but what’s the question that gets you into it.

We call this the quick start question, which is how do you accelerate into a more interesting conversation more quickly. That’s perfect.

Pete Mockaitis
Excellent. Then there’s the AWE question, which is actually a mini-acronym. It stands for And What Else. That helps you get into further depth and seeing really where they’re coming from with that.

Michael Bungay Stanier
Perfect. We call it the best coaching question in the world in part because it gives juice to every other question and you’ve got to know that their first answer is never their only answer and it’s rarely their best answer, but secondly, it is a self-management tool to help you stay curious a little bit longer because if you’re asking anyone else, you’re not giving advice.

Pete Mockaitis
Then there’s the lazy question, how can I help. Well, it’s lazy because you don’t have to figure out how you can help. You can just give up and let them figure that out for you. But that actually helps eliminate redundancy and make your contributions all the more on point anyway.

Michael Bungay Stanier
Yeah, I love that. The insight that people tend to leap in and start fixing things before they really know what’s going on, the lazy question is a great anecdote to that. Now I think the lazy question in the book is number five or number six. Can you remember what number three is?

Pete Mockaitis
Oh, maybe I’m out of order.

Michael Bungay Stanier
The focus question.

Pete Mockaitis
Okay.

Michael Bungay Stanier
Yeah.

Pete Mockaitis
The focus question is what’s the real challenge here.

Michael Bungay Stanier
Perfect.

Pete Mockaitis
Kind of focusing in on the main thing.

Michael Bungay Stanier
Yeah, and if you want to make that really powerful, you don’t just ask what’s the challenge here, you don’t just ask what’s the real challenge here, you ask what’s the real challenge here for you. That ‘for you’ on the end of it is a way of spinning the spotlight from the problem to the person solving the problem. It becomes a deeper, more powerful, more useful conversation right away.

Pete Mockaitis
Got you. Then – well, now my numbers, I don’t even know.

Michael Bungay Stanier
Number four, which is the foundation question.

Pete Mockaitis
What do you want?

Michael Bungay Stanier
You got it.

Pete Mockaitis
It’s like I’m in school. Praise me, Michael.

Michael Bungay Stanier
You nailed it. It’s classic. You’re amazing.

Pete Mockaitis
Thank you. That’s sort of that get after the primary goal and focusing your energy there. A lot of people don’t even know what they want.

Michael Bungay Stanier
Perfect. The next question is the strategic question.

Pete Mockaitis
That’s just sort of like an opportunity cost. If I say yes to this, what do I say no to?

Michael Bungay Stanier
Exactly. Where are you powerful? It connects actually to a previous book I wrote called Do More Brave Work, which basically says three types of work in this world. Everything you do falls into one of these three buckets.

It’s either bad work  mind-numbing, soul-sucking, life-crushing work. It’s either good work, your job description in short  productive, efficient, effective, getting things done, but also keeps you stuck in a bit of comfortable rut. Or it’s great work, work that has more impact, work that has more meaning.

When it comes down to it, the coaching question, the strategic question, what am I going to say yes to, if I’m saying yes to that, what must I say no to, is actually the core question that lies behind helping you and everyone do more great work.

Pete Mockaitis
Awesome. Then the final one is the learning question. What did I take away from this conversation?

Michael Bungay Stanier
You got it, exactly. There’s variations on that. The variation I use most often was what is most useful and most valuable here for you. Not only forces them to get … from the conversation and a … that they may well otherwise miss, but also beneficiary, it gets you feedback as to what went well in that conversation, so the next conversation is going to be even more effective.

Pete Mockaitis
Okay, that’s good. There we are, we’re all on the same page in terms of what are the questions. Now I really want to know having lived it, worked with many, many clients, many, many readers, what are you noticing in terms of in practice what is really working well and what is not working so well when folks are trying to adopt a coaching habit?

Michael Bungay Stanier We picked seven questions. You can guess that I think they’re the best seven questions. I spent a lot of time adding questions, subtracting questions, putting more questions in, trying to do fewer questions. But I think these are seven really powerful, useful questions.

But in the end it matters less which question you pick and more about can you commit to staying curious a little bit longer. It’s worth looking at the things people struggle with, which is actually that behavior change. Why do people, when they’re rushing and give solutions, give answers, give ideas so quickly into the conversation?

Well, there’s an obvious answer, which is it’s habit. This is the thing that for your entire career basically your entire life because in high school and university as well, you’ve been praised and rewarded for having the answer. You have a pretty deep habit here of the way I add value, the way I get an A, the way I get a star, the way I get a pat on the back is by being the person with the answer.

It’s fair to say that on that kind of top level, the reason why being more coach-like is so hard is just that we’ve been practicing other stuff for years and years and years now.

But there’s a deeper level, Pete. I think that’s interesting to uncover. It’s where your question takes me is there’s a more subtle reason why people don’t want to become more coach-like, in other words, stay curious a little bit longer, rush to action and advice giving a little bit more slowly, is that it’s about power and control. Those two things that typically just below the surface in most relationships at work and at home as well.

Because when you’re giving the answer, it’s a pretty nice place to be. You feel like you’re the smart person. You feel like you have high status in the conversation. You’re the one with the answer; they’re the one with the question. You know what’s happening; they don’t know what’s happening. You feel in control of the conversation. You know how it’s playing out. You know how it’s going to end. You really go, I love giving advice.

Here’s the thing, even if your advice isn’t nearly as good as you think it is, which almost always is the case, even if you’re giving advice about the wrong thing, it still feels pretty good to give advice. However, when you ask a question – and questions are the portals toward staying curious a little bit longer – when you ask a question, it’s a much less comfortable experience.

First of all you hand control of the conversation to that other person. They’re going to take it some place that you don’t quite know where. By the way, this is what’s called empowerment. Nobody makes a strong case about I’m anti-empowerment. But the subtlety of empowerment is actually giving up power to the other person. That’s what’s happening when you ask a question.

When you ask a question, you actually move from a place of certainty to uncertainty. You step into this place of going, was that a good question, did that land, did they understand it, what answer are they going to give me, how do I handle that answer, what’s going to happen next. There’s all these uncertainties.

Part of our brain wiring is avoid uncertainty. Uncertainty is how you get eaten by a dinosaur or saber tooth tiger or wooly mammoth or something.

It takes practice and kind of overcoming some of your wiring to say, I’m going to ask a question, I’m going to give up control, I’m give up certainty, I’m going to stay in ambiguity for the longer game, the longer game of empowering those around you, increasing focus and productivity, and self-sufficiency, and accountability, and all of those good things.

It’s actually going to help me work less hard, but have more impact because I’m going to have a smarter, braver, more courageous, more focused team around me. But in the moment, it’s just really tempting to resort back to the advice giving.

When you ask kind of what’s worked, what’s not worked, the questions work. We’ve done this with 70 – 80,000 managers now plus the 400,000 people who bought the book. We know these are good questions but the struggle is the behavior change. That’s the thing for people to work on.

But actually, I’m just going to say one other thing, just one other things about, don’t tell anybody else, but we’ve just released kind of on stealth mode an app onto iTunes. It’s called Ask More. It’s only available for the iPhone.

Pete Mockaitis
We won’t tell.

Michael Bungay Stanier
Don’t tell anybody. But it’s a Tinder meets coaching. It’s a way of tracking your own commitment to being more coach-like. Swipe left, I gave advice. Swipe right, I stayed curious. You actually get to track your own practice like that.

We haven’t really made a big deal about that, but if people want to go and check it out, they’re welcome to kind of test it a bit for us and give us some feedback.

Pete Mockaitis
That’s really cool. Thank you. We’ll definitely link to that in the show notes. I’m intrigued. It’s about the behavior change and part of the behavior I guess is just doing it in the first place, like just choosing to ask the question instead of giving advice.

Then I’m also thinking about when you spoke to that notion of power, I guess I’m thinking about how you ask the question too. Because as you described it, it’s true, there are times I’ve asked questions and I was entering that vulnerable place of “Okay, what’s going to happen. I don’t quite know.”

There are other times I’ve asked a question and I’ve still felt very much confident and empowered. It’s just like, “I’m just segmenting you. You’re going to give me one of four answers and based upon that I will proceed to give you the appropriate advice.” They’re very different experiences.

Michael Bungay Stanier
I think you’re right. The thing that I think is the subtlety here and the thing to bear in mind is to go for who’s sake am I asking this particular question.

It’s one of the reasons why in general we encourage people to stay away from the idea of asking why questions. Obviously why questions have their place. If people … you start with why. It’s all about being a purpose-driven company. Fantastic. Some of you may know the ladder of inference. You ask why five times to get a root cause of a situation. Perfect.

But in terms of every day interactions with people, asking why doesn’t work so well. Here’s why. The first is it’s actually quite tricky to ask the question why without it sounding a bit accusatory, a bit judgmental. “Why did you do that?” will typically be heard as, “Why the hell did you do that?” You’ve got that.

But the second thing and this feed to that more subtle reason about for whose sake are you asking this question. If you’re asking why, what you’re really doing is explain your motives, explain your thinking, explain what was going on for you. What you’re typically doing is you’re trying to gather data so that you are better able to then provide advice as to what the person should do.

Our approach in our corporate training programs is basically we’ve got three principles  be lazy, be curious, be often.

Being curious, of course, managing the advice monster, that tendency we have to leap to advice. Being often, understanding that every interaction can be a little more curious, a little less rush to action and advice.

But being lazy, is this piece about going how do I stop talking responsibility for that other person’s life. In that asking why, you’ve got somebody working out how do I figure out what’s going on, so I can give the better answer. I can jump in and fix you for you. As opposed to saying, “Hey Pete, big challenge ahead of you, but this is your challenge, so let me help you figure it out.”

Pete Mockaitis
That’s good. I’d also love to get your take then when folks are having troubles with the implementation or making the shift. Have you encountered any other surprises like, “Huh, how about that? When people are doing this, this sort of thing keeps popping up.”

Michael Bungay Stanier
It’s a good question. I would say that one of the points of resistance to coaching is the fear that you will inverted commas ‘go too far,’ like I’m going to ask a question that will make this person reveal their dark, and terrible, and sad, and horrible past, and I won’t know how to handle that.

What happens in kind of subtle ways people go, “I’m not going to ask Pete this question because he probably can’t handle it.” But what they’re often saying is, “I’m not going to ask Pete this question because I probably can’t handle it. I don’t know where it’s going, I don’t know what this is going to reveal, I don’t know what this is about.”

We kind of make up this, “Oh, look how nice I am to protect this person from themselves,” when in fact it’s really just a justification to step away from having the courageous conversation.

It was a bit of a rambling answer, but I do think there’s something to say for people … who like, “I’d like to give this a go, I just don’t know,” is it’s an art, not a science. What you’re doing is you’re practicing staying curious.

What you’ll find is you can ask more questions than you thought and that will make more progress then you thought possible if you can just follow the discipline and ask a good question, be genuinely interested in what the answer is, and shut up and actually listen to that answer.

Pete Mockaitis
That’s good. And courage, I think yeah, that’s the word. I guess depending on your state of mind as you talk about some of these stakes that show up and what can unfold. I guess sometimes I’m thinking, “Oh, how exciting. Let’s see where this goes,” other times I’m like, “Oh, how terrifying. I don’t know where this is going to go.”

Michael Bungay Stanier
Exactly. Right. You’re pointing to it perfectly which is, “Oh my goodness, where is this going? Ah.” Okay, but if you’re in service to the person you’re having conversation with, I think of this as a classic example of servant leadership. If you’re in true service to this person, you’re going to go, “Right, how do I help? How can I be of service? How do I put my discomfort aside so that other person can find something valuable here?”

Pete Mockaitis
I heard you on Todd Henry show, The Accidental Creative. He was on our show recently. I’m using the past tense. I’m assuming it will air before this one airs. Awesome guy. I love the definition you shared about what is it to be an adult or to have an adult conversation.

Michael Bungay Stanier
This caters nicely to that fourth question, the foundation question  what do you want. You could say that Box of Crayons, we have this focus of teaching 10-minute coaching, so busy managers can build stronger teams and get better results.

But behind that is a commitment to help people build adult-to-adult relationships in the work place. How do you show up as a grownup in your own life knowing that institutions work really hard to overturn that dynamic? They much prefer a feel like a parent-child relationship rather than an adult-to-adult relationship.

Pete Mockaitis
Is that because folks will just do what they’re told and cause less headaches for everybody?

Michael Bungay Stanier
Yeah. I think they think it means about it’s about being compliant so we get forced into – do we get forced – the culture encourages us to sometimes be the parent, sometimes be the child.

But it’s harder to show up as an adult because with an adult – and I take this from Peter Bock, who taught me about this. He’s saying, “Look, when you’re an adult, you take responsibility for your own freedom.” You take responsibility for the choices you have in front of you and you take those choices.

When you make those choices, … experience of an adult is you have the liberation of owning your own life, but when you make choices it comes with both guilt and anxiety. Guilt about, “What about those other options that I turned down? What’s going to happen to them?” Anxiety about “Is this the right choice? What if this choice doesn’t play out?”

For me, talking about your question, a nice way I heard of defining an adult-to-adult relationship is can you ask for what you want knowing that the answer may be no.

I would say that for many of us, we often don’t know what we want. We haven’t done that thinking, that work, that kind of connecting to heart, mind, soul. We’re not good at asking for what we want even if we know it. We’re not good at hearing other people’s requests and knowing that we can say yes or no to those requests.

Pete Mockaitis
Yeah, it’s potent stuff there. I’m wondering about maybe the why and it’s I guess just fear. It’s like if you do know what you want and you don’t ask for it, what’s underneath that is probably the sensation of if I hear a no then this dream has been murdered. There’s no hope for it.

Michael Bungay Stanier
Right, yeah. I think that’s absolutely right. Then you find yourself trading away your life for the temporary comfort of not pushing for what you want.

Pete Mockaitis
Well, this got deep.

Michael Bungay Stanier
Exactly. It suddenly got deep. Come on everybody, lighten up for goodness sake.

Pete Mockaitis
I also want to get your take here to shift gears a bit, I’ve heard the term often when I was in consulting about how one should be coachable. It’s great to be coachable and “Oh, you know, she’s not so coachable. Oh, be coachable.” This is a word I hear a lot of.

What’s your take having done a lot of coaching, helped a lot of people be more coach-like? Are some people uncoachable? How does one become more coachable? What is to be done with this?

Michael Bungay Stanier
That is a good question. I’ve been wrestling with this myself. I think people are – there are some people who are in that moment uncoachable.

Pete Mockaitis
In the moment, okay.

Michael Bungay Stanier
I’m sure I’ve been uncoachable in moments myself.

What does that mean? I think it means that you’re – if you think of the outcome of coaching being new insights leading to new actions, leading to increased impact, it means that you’re unwilling to let in new insights. It means that you’re unwilling to try something new and try a different behavior; therefore that increasing impact isn’t going to be available to you, certainly not in a more mindful, deliberate way.

Yeah, I think it’s probably easy enough to be uncoachable.

You can frame it in another way, which is like if you think about the bell curve. In the one end you’ve got people who are the keeners, who are like, “Oh man, I love this coaching stuff. I’m all over it.” You’ve got people in the middle who are like, “I’m open to it, but I’m not sure.”

Then you’ve got people on the other end who you could call them the cynics. I think there’s some sort of Greek – the translation of what a cynic is. Is this right? It’s something along the lines of – and this is probably not suitable for work – but it’s like doglike, meaning like a dog you lift your leg and you pee on things.

The cynics tend to have already made up their minds about what’s going to happen and nothing’s going to convince them otherwise.

Skeptics on the other hand, I quite like. Skeptics are people who are like, “You know what? I’ve had my heart broken too many times, but secretly I would love this to work because if it works, I’m going to be a great champion for it. I’m just suspicious because I’ve heard the promises before.” But cynics like you’ve already decided this is going to be bad and it’s hard to work with cynics.

That answers part of your question which is are people uncoachable. I think some people are some of the time. I don’t think that means you’re uncoachable for the rest of your life.

Then what does it take to be coach-like. Well, if you come back to that definition of insight, action, impact, I think, in general, it’s a willingness to allow insights to show up and it’s a willingness to move to action and try something new.

Pete Mockaitis
That’s good. That’s good. I’d love to hear, when you’re sharing this with folks, because I imagine listeners are all excited like, “Oh yeah, we’re to do this in our group. It’s going to be great.” Then if they do encounter a cynic or a wet blanket or those who say that is very – “That coaching stuff, that feels very touchy feely. That feels very California. You know what? We’ve got a lot of tasks we’ve got to knock out now, now, now. There’s urgency.”

I’m sure you’ve heard all the resistance points as your team is selling the good stuff How do you – if folks are feeling like they’re not feeling it, sort of entice them with a little bit of curiosity and openness, so we can take a little bit of a step?

Michael Bungay Stanier
Part of it is a bigger approach to coaching, which is we rarely try and push coaching on people because people are too busy, people are skeptical, people have baggage around coaching which I totally get.

The metaphor I offer up is it’s a little bit like trying to feed a two-year-old spinach. One of the options is you put a lump of spinach on the two-year-olds plate and go, “Hey, eat the green, slimy vegetable.” For some reason the two-year-old is going to go, “You know what? I’m just not eating your spinach. Sorry about that.”

I’m not a parent, but I’ve heard it said that smart parents take the spinach and they blend it into the spaghetti sauce and they actually eat, so the kid doesn’t even know that they’re actually eating the spinach.

I think my approach to being more coach-like, which I’m differentiating from coaching. Different to stay curious than it is to say, “Alright Pete, come into my office. I’m going to coach you now,” which is slightly terrifying for everybody.

Being more coach like means staying curious a little bit longer. Really it’s just another way of having a conversation. If you can just slow down that rush to action and advice, stay curious a bit longer, you’re going to have a coaching experience whether you want to particularly label it being more coach-like.

Pete Mockaitis
Yeah, got it. Cool. Anything else you want to make sure to mention before we shift gears and hear about some of your latest favorite things?

Michael Bungay Stanier
No, I think we – I mean we’ve gone to some interesting places already.

Pete Mockaitis
Cool. All right. Can you share with us then a favorite quote, something that’s been inspiring you lately?

Michael Bungay Stanier
My quotes all tend to circulate around the giving a strong yes or making a no. The – oh, I’ve forgotten his name. The guy who created CD Baby. He says, “If it’s not a hell yes, it’s a no.” In terms of thinking about commitment, I think that can be great.

I’ve got a quote on my desk from Charles Bukowski, who’s a poet, something similar it says, “If you’re going to try, go all the way. Otherwise, don’t even start.” I’m like exactly that. That’s a quote that’s … in Box of Crayons we’re writing strategic planning moments, so we’re thinking what are big gambles are for the next couple of years.

Pete Mockaitis
Cool, can you share a favorite study, something that you find quite insightful?

Michael Bungay Stanier
Well, I’ve just had the luxury of coming back from the TED conference in Vancouver. Part of what TED is about is to both in kind of equal parts inspire you and terrify you as to what’s happening in the world. One of the studies that could be see business leaders and educators talking, but sometimes it’s scientists and engineers as well.

One of the guys who got up and talked, and I’m sure this will be released eventually as a TED talk, was basically saying, “I’ve just –” you know how DNA has four letters to it  G, T, C, and A and that’s the alphabet that makes up our entire life. What he’s done is found two additional letters to add to that so that there are now six letters rather than four letters.

Very engaged and he’s all sorts of and this is how it gets contained, but he’s actually showing us slides of synthetic life that he’s made in this tweaked DNA. I have to say that’s a pretty amazing thing to reflect on. How’s that going to work?

Pete Mockaitis
Yeah. That just sort of stretches the brain into whole new places it’s never been before.

Michael Bungay Stanier
Yeah, it totally does.

Pete Mockaitis
Well, thank you. How about a favorite book?

Michael Bungay Stanier
I am going back to a book that I read some years ago, but I’ve just pulled it out again recently. I’m just reaching over to my bookshelf there. It’s by Carl Honore and it’s called In Praise of Slow.

It kind of talks about the slow travel movement and the slow food movement and just a reflection that so much of our life and our pace and the complexity of everything is only ratcheting up. Somebody said to me today, your life will never be less complex than it is today. I’m like, “Oh, that’s depressing.” It feels pretty complicated already. That book, In Praise of Slow, I think is an interesting read.

Pete Mockaitis
Thank you. How about a favorite tool, something that helps you be awesome at your job?

Michael Bungay Stanier
I’m not sure if you’d call this a tool or not, but it’s my attempts to shut down my technology, so it’s like an anti-tool. I don’t have the discipline I would love to have to not check my phone as much and not check my laptop as much.

On my phone, I’ve recently removed a lot of the key apps. I have removed my email app and I’ve removed the Facebook app, and I’ve removed my Asana to-do app. It just means that my phone is now useful for a few things and useless for much of things. I’m trying to remove all the areas where I get easily seduced into behavior that is I feel less useful.

Pete Mockaitis
Well, any other favorite habits to speak to?

Michael Bungay Stanier
The only habit that I can consistently maintain is making myself an espresso coffee every morning. All sorts of like meditation and journaling and stuff, it ebbs and it flows a little bit, but my main habit  drink two good espressos early on in the morning. Not very useful to most people I’m afraid.

Pete Mockaitis
It had its purpose. It has its place, its value. Is there a particular nugget that you’ve been sharing that’s really been connecting, resonating, getting note taken, retweeted, etcetera?

Michael Bungay Stanier
Well, the conversation within Box of Crayons, I’m not sure of this is echoing beyond that. Most of the stuff that tends to be repeated and resaid around social media tends to be around The Coaching Habit book at the moment. People have heard about that.

This comes a part of being in TED again and watching Peter Diamandes who created the X Prize, the thing about trying to get a private company to land a machine on the moon. He is very much about the bold scalability of things. It’s like what’s the 10x version of that.

The thing that is kind of echoing around Box of Crayons at the moment is how do we imagine what 10x’ing some of the projects that we have on the go might be. We don’t really have good answers to any of that, but it’s making us think really hard.

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

Michael Bungay Stanier
If you’re interested in the book, The Coaching Habit book, TheCoachingHabit.com is the place for that. You can download the first two or three chapters and get podcasts and tools and other kind of stuff to pillage from the website, so you’re welcome to go there. Obviously the book is available in Amazon and elsewhere.

If you’re interested in our program for your organization, need to do corporate training, so that’s BoxOfCrayons.com.

If you’re interested in just a little bit more about me and what I’m up to and some tools outside practical coaching skills, my full name MichaelBungayStanier, my surname is Bungay-Stanier, .com is the place to go for there.

Pete Mockaitis
Awesome. Do you have a final challenge or call to action for folks seeking to be awesome at their jobs?

Michael Bungay Stanier
Yes. What’s the bottom 10% that you’re going to eliminate?

Pete Mockaitis
Okay. Now 10% of I guess, of what?

Michael Bungay Stanier
Exactly.

Pete Mockaitis
Percent of people, of activities, of-

Michael Bungay Stanier
People can go any way they want with that, but there’s a bottom 10% in some area you could pick which is limiting you and the courageous act is to eliminate that bottom 10%, so what do you want to do?

Pete Mockaitis
I’m thinking about the bottom 10% in my refrigerator.

Michael Bungay Stanier
Well, there you go.

Pete Mockaitis
That would be a courageous act to get in there.

Michael Bungay Stanier
Exactly. That thing that was formerly known as lettuce probably isn’t anymore.

Pete Mockaitis
Awesome. Well, Michael, this has been a great deal of fun yet again.

Michael Bungay Stanier
It has.

Pete Mockaitis
Please keep doing the great work you’re doing for the world.

Michael Bungay Stanier
Thanks man, it’s been a pleasure. Thanks for having me.

274: Enhancing Collaborations by Improving Civility with Chris Edmonds

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Chris Edmonds says: "Create an environment in your team... where people can speak up."

Chris Edmonds returns to talk about crafting a culture of civility in the workplace.

You’ll Learn:

  1. Troubling research pointing to incivility on the rise
  2. The 3 Ds that destroy civility
  3. A reframe on blame

About Chris

Chris Edmonds is a sought-after speaker, author, and executive consultant who is the founder and CEO of The Purposeful Culture Group. After a 15-year executive career leading high performing teams, Chris began his consulting company in 1990. He has also served as a senior consultant with The Ken Blanchard Companies since 1995. Chris is one of Inc. Magazine’s 100 Great Leadership Speakers and was a featured presenter at SXSW 2015.

Chris is the author of the The Culture Engine, the best seller Leading At A Higher Level with Ken Blanchard, and five other books. Chris’ blog, podcasts, research, and videos can be found at Driving Results Through Culture. Thousands of followers enjoy his daily quotes on organizational culture, servant leadership, and workplace inspiration on Twitter at @scedmonds. Visit his website at www.drivingresultsthroughculture.com.

Items Mentioned in this Show:

Chris Edmonds Interview Transcript

Pete Mockaitis
Chris, thanks so much for joining us again on the How to be Awesome at Your Job podcast.

Chris Edmonds

Pete, I am excited to be here. Appreciate the opportunity.

Pete Mockaitis

Oh, I’m excited too. So we chatted way back when in Episode 149.

Chris Edmonds

Wow. Almost a year ago.

Pete Mockaitis

It’s wild, but the time flies. And you’re still making great ideas out in the world, so it is fitting that we chat again.

Chris Edmonds

Well, I thank you for that. And I certainly have found that my focus is upon culture and leadership, and we still have culture and leadership problems all around the globe. So I have job security.

Pete Mockaitis

It’s true, it’s true. Well, I was also intrigued by… You have another – I don’t know if you’d call it a job, an avocation – you’re a published songwriter and performer. What’s the story about this here?

Chris Edmonds

It’s true, it’s true. I was convinced… Okay, this is going to go back probably before the year of your birth. So I started playing guitar when I was 12 – that was 1964. Yes, it was The Beatles that inspired that. And by the time I hit college in 1970, I was convinced that I didn’t need a college degree; I was going to go to Hollywood and get work immediately. So, that did not play out, but I did lose almost a full year of college courses, which there was some pain having to recover from that.
But what I realized is that I’ve been a working musician forever in LA and in San Francisco and in Austin, which is a very, very cool music town even today. And we’ve been here in Denver for 12 years, and I started with a band and it wasn’t the perfect match from a values standpoint. What a surprise that that would be one of my biases. And joined a team in late ‘06 that I’m still a part of, and they’re twisted, they’re immensely talented, great songwriters, great performers.
And so we’ve been playing together for 11-12 years and have evolved from a country thing to a country-rock thing to a classic rock thing, to now I’m learning Gaga and Pink, because the market is… They want variety. And so we do mostly corporate stuff and weddings and stuff. We do some festivals, we do a few clubs here and there. But I actually got official songwritership from ASCAP for some of the music I wrote back in the early ‘70s. Because once you perform it and someone pays you for that, you are an official professional songwriter. So, I haven’t written anything in the last 10 years; most of my writing goes around the culture and leadership thing. But I have a studio 20 feet away that has 20 guitars hanging in humidified cabinets. It’s a problem.

Pete Mockaitis

Twenty?

Chris Edmonds

It’s a problem. I’ve cut back. And years ago my wife would just kind of… We’re celebrating 39 years of wedded bliss next month, so there’s another podcast story potentially. But I said, “I found a guitar, I want to buy a guitar.” She said, “Fine, which one are you going to sell?” Rats! So, she’s pretty smart, she’s pretty smart.

Pete Mockaitis

So, just like at work when they make a request, if you say, “Okay, sure thing. Which of these things on my plate should go?”

Chris Edmonds

“Which of these projects would you like me to let go of?” But I hated, hated selling guitars, but I’ve actually been pretty good. And I’ve got some banjos and I’ve got some mandolins and I’ve got a base, and I make reasonable music on most of them.

Pete Mockaitis

Cool. Alright, so the main topic of today is not so much your musical career, although that’s intriguing; or your guitar collection, but you caught my eye with your take on civility, which I think is an important issue. And I want to hear why it’s important to you.

Chris Edmonds

Well, it’s so interesting because my bias has been, let me help leaders A) be aware of the quality of their culture, and let’s craft a proven template of sorts, a system of sorts, that will allow leaders to be more intentional about the way people treat each other. But boy, what an interesting year we’ve had with the “me too” approach and the dynamic that it has caused with women who’ve been badly treated for, oh, let’s call it centuries, by men in power – being able to stand up and say, “Not anymore, never again.”
And so, what really struck me is Weber Shandwick is a firm – yes, at WeberShandwick.com – and they’ve done the state of civility surveys research for the last 6-7 years or so. And so at about the time of the “me too”, let’s call it tidal wave, Weber Shandwick came out with this wonderful, completely depressing data about how basically 69% of people surveyed – that’s workplace plus it’s community, so it’s neighborhoods – 69% said that there’s a problem with civility today in America. And in 2010 it was about 65%, it dropped to about 63% in ’12 and in 2013, but it’s a problem.
And 75% believe that incivility in America has risen to crisis levels. That’s not a, “Oh, this is something someone ought to look at.” This is a significant red flag. And so, I just believe that if we allow the incivility to continue, these numbers aren’t going to get better. They’re going to get worse. And I’m convinced that with as much time as people spend in their workplaces or doing work if they’re remote workers, which of course is growing – the degree of them being treated with trust and respect is not offsetting the degree to which they’re being treated incivility-wise.
So I’m convinced that this is something that leaders need to not just be aware of, but grab the bull by the horns and look at the quality of relationships in their workplaces. And if we can start there we might actually make some headway in the next year or two.

Pete Mockaitis

Chris, it’s interesting – this is a very serious topic and yet I can’t help but chuckle as I imagine all the uncivil things I might say to you as a joke.

Chris Edmonds

But we could there very quickly, which of course the twisted mind of mine is, I laugh. But then it’s, “No, no, no, no, no. We can’t say that on the air. That’s not good.”

Pete Mockaitis

Right, so keep the iTunes clean right in here. So, maybe let’s get clear with definitions a bit. When you talk about “civility”, how would you roughly define that, and what is the opposite of civility?

Chris Edmonds

It’s interesting – I’ve learned over the years, and blessed with Ken Blanchard’s friendship and mentorship. And Ken Blanchard taught us the power of simple stories and simple ideas. And he of course with The One Minute Manager way back in 1978 taught us that there were three secrets. So one of the things that I’ve learned from Ken is there are three things that we can remember as humans.
So, one of the things that has been very, very consistent – and I’ve been doing research around, again, the quality of workplace cultures for 25 years – and so my 3 Ds are perfect descriptions of the absence of civility. And they are Dismissing, Discounting, Demeaning. So, if we think of the workplace experiences that we’ve had over our careers, those three come up very, very quickly, and we can see different faces popping up on the little movie screen inside of our foreheads.
And it can be driven by power, it can be driven by politics, it can be driven by flat-out angry people that have really no business supervising anyone, including themselves. But the idea of dismissing others’ ideas, dismissing others’ efforts, dismissing others’ accomplishments – there’s no good in the relationship that’s going to come of that. There is going to be a logical erosion of trust, respect and dignity – what a surprise.
And my three Ps of course are around the culture side, which is Purposeful, Positive, Productive. And none of those three Ps are going to be able to gain traction and be sustained if you have any of those Dismissive, Demeaning, Discounting behaviors happen. And the reality is that as we look at our workplaces and we look at the kind of behavior that often gets recognized, gets rewarded, gets people increasing responsibilities and all of a sudden, “You’re a great sales person”, meaning you’re aggressive, assertive, you’re the most bold with getting customers to give in to your demands for buying X or Y or Z, then you might then become a team leader, in which case because you were a terrific – by the way, maybe a bit mean – individual contributor, then naturally we’re going to put a team under your control.
And if there’s not really a sensitivity that, “Managing a team is different than managing myself”, the 3 Ds is not going to get us anywhere; the 3 Ps will get us somewhere. So, you’ve heard me use a couple of three different languages – the 3 Ds, which are going to erode the trust, respect, dignity. There’s the trust, respect, dignity statement alone which is pretty important. And then it’s the Purposeful, Positive, Productive team culture, division culture, work culture. So, anything that happens that is in those 3 Ds is going to fit right into the incivility side.

Pete Mockaitis

Well, I’d love to get your take… I have a feeling that listeners and myself included would say “I don’t dismiss, I don’t discount, I don’t demean.” Can you share what are some maybe subtle or overlooked ways that we can be guilty of doing this stuff?

Chris Edmonds

It’s so interesting, and it happens often in one-on-one kinds of scenarios. We have a lot of organizations, especially in the US and in Europe are doing a lot more project-driven work environment. So in other words I might be in a team of – and I’ll use a classic one – of sales people, but we’re working on a big project, which means I’m working with technical folks and folks that do manufacturing for example, or they are delivering services out in the field around the globe or what not.
So my project team may not be a team that is a, quote, “intact” team; it might change from project to project. And what can happen in that dynamic is there is often – again this is very Western – it’s about showing up others. So if I can withhold information from you, then I look like I know more than you do, I’m smarter than you are, I’m more valuable than you are, and yet what I’m doing is I’m eroding the team’s ability to get their work done and to wow that customer consistently. So I can be very indirect by withholding information that you have asked me for that I’m supposed to give you, but I can be very, very, very subtle in that way.
The ideas that often get generated in a project team, and most project teams are not calm and cool, they’re “hair on fire”, right? They’re moving pretty fast, and often deadlines are increasing and we may not be delivering exactly according to plan, which increases everyone’s heartbeats and what not, so the pressure goes up. It can again help me as a player on that team – maybe not a leader on the team, as a player on the team – to say, “Weren’t you supposed to have that done last week? I still am waiting for X.” That’s discounting, that is the dismissing.
Someone comes up with an idea: “I know we can fix this if we just all stop and do X right now.” And if you and three others in the room go, “That’ll never work. We’ve tried that before” – there’s the dismissing thing. The idea of winning… It’s so interesting as I look at organizations, and as metaphors we use sports a lot, and of course it’s a very American thing, I get it. It certainly happens in Europe, but the sports things is about winning too. It’s not about a great locker room and a great team and we all sacrifice to win. It’s about me beating you, us beating your team. So those subtle things are all about keeping score and about me looking better than you, including me making you look bad. So that’s one avenue.
Another avenue, and I remember a culture client that was a delight, because they made such great progress. But what I typically do when I go into a client who’s saying, “We think our culture’s bad / broken, and we don’t know what to do” Leaders are really not asked to manage the quality of their culture, so when they discover that the culture is bad or broken, they may not know exactly what to do. So they may do nothing – that’s not helpful. They may try something which could be helpful. They may bring a consultant like me in, which could be helpful – hopefully helpful.
So this particular client I did probably 24-25 phone interviews – part of my discovery – to learn what are the norms in this culture, what are the things that get valued and validated, what are the things that get quashed or discounted in some way. And what I learned was that the executive team – there were five members of that executive team – teased each other and their direct reports mercilessly. I mean from the moment they hit the door they’d been thinking of cutting remarks they could use, quote, with their “buddies”.
They really did like each other and they really did trust each other, but what the interviews helped me realize is that those comments – hilarious, creative as they may be – erode trust, respect and dignity. And people basically said the teasing is so bad that, “I can’t simply show up without my armor on.” And my armor on might be, I’m on edge, or I’m thinking to myself of what’s the comeback I’m going to make to Lee when he comes by, or whatever it is. It creates an energy-sucking and heart-sucking kind of dynamic. And these guys were shocked; they said, “No one’s ever told us that the teasing is bad.” And they all of sudden kind of got… I said, “No one?” And they said, “Well, we’ve had a little bit of feedback, but we dismissed it.” There’s one of my Ds.
So, it’s interesting the bold dismissive things, the “You’re an idiot, you shouldn’t be in charge of this project, you always fall apart when the pressure…” – those kinds of messages are not teasing; they are very, very bold and demeaning and eroding people’s confidence. And again, it’s the “I win, you lose” kind of a dynamic. It’s the subtler things that leaders may not be aware that are, “Oh, he’s only teasing”, right? Well, sure, but if through that teasing you are reducing trust and respect, you’re reducing the likelihood of people proactively solving problems for their customers and for the company – that’s really stupid. That’s not just dumb; that is full on stupid.

Pete Mockaitis

Okay. Well, that’s a great example there with regard to the teasing. I’d love a few more, maybe even some non-verbal things. I didn’t even say a word, but I am indirectly or unintentionally being dismissive, discounting, demeaning.

Chris Edmonds

Absolutely. Let’s see how many eyes have rolled across tables in yours and my careers over the years. So there’s the heavy sighs… Again, some of us can go to our own families, and my mother was a pro at the non-verbal dismissive stuff; my poor father. Mom’s 96 years old, still here. She’s actually turned very kind, which is just a shock to most of us, but… I’ll go visit her next month, which is kind of cool.
But the body language conversation, and it’s about the slumping in the chair and it’s the holding one’s hand in your hands and shaking your heads while someone’s explaining their idea or their solution, or “Here’s what I tried to do and it didn’t quite work” – all of the those things, everybody notices. And especially if you’re in a leadership position and you begin to either, again, verbally discount and demean, verbally dismiss people’s efforts and ideas – everybody else is watching.
And so there’s this interesting dynamic of, “I don’t want the eye roll. If they get the eye roll, then I could be winning, because I’m not being judged at this point by the boss or what not.” And it’s so interesting to think back to some of my – they weren’t “worst” bosses, but they were really, really challenging bosses. And one I remember I worked for him for a couple of years, and I remember him being incredibly talented at the full body dismissiveness, and it was classic, it was just wonderful. It was the heavy sigh, and it was the shaking of the head, and it was the getting up and pacing while someone is…
Those are not subtle; those are very, very bold. And his intent was to express disappointment that we weren’t doing the right things, that the problem wasn’t solved, that the customer wasn’t satisfied, etcetera. But his anger was so powerful in the room. And the thing that was very interesting – as you posed that question I got this guy’s image clearly pacing in one of our conference rooms. And I remember when I left that job, that he wrote me a very kind card that said, “Appreciate all you’ve done. You’ve really advanced our programs, and your customers love you” and yadda, yadda yadda. And I completely dismissed it, because it was the first time in two years I’d ever heard an encouraging word from him. So you think about my expectations day-to-day around him – it was, “I hope he is mad at somebody else today”, as opposed to, “We’re all going to rock it and he’s going to love us.”
And then I go to my best bosses – Jerry Nutter, who’s is the best boss that I celebrated in my book The Culture Engine. And he had Nutterisms, he would say, which we of course – his team… I’m still connected to these folks that I worked with under Jerry; 30 years later we’re still connected, we still remember Nutterisms and kind of share them a little bit.
But Jerry’s view was, “You guys are brilliant, you’re closer to this than I am. I’m kind of over here doing more strategic things; you guys manage the tactics and if you need something from me, then let me know.” And he was great in front of a big team, he was great in front of our volunteers. But what I remember, what all of us remember was, when we did something wrong, when we fell short, Jerry never demeaned, discounted us, never dismissed us; but he engaged us in conversations. It was almost worse. It’s easy to discount someone who’s going to go, “Oh, you’re an idiot. You just screwed it up again.” It was like, “Yeah, whatever.” I’m going to go off and do my own thing, because I’m not going to get anything of validation from this boss, or from these peers.
But Jerry was so driven to want us to make new mistakes every day, not the same ones. It was totally cool, it was totally cool. And so we often… And again, I’ve had this conversation with Sue and with Anne – part of this team that worked for Jerry for quite a while – we would go into that meeting with a full plan of what we should’ve done different, and what we’ll do next time.
If I was dealing with Skip – the other boss – I wanted out of the room as quickly as possible. I didn’t want to engage, because even if I came up with an idea, I knew it wasn’t going to be good enough. And so, there’s this deflation that happens and it’s like, “I’m going to go get beaten up again.” And again, I think all of these bosses are attempting to find the magic; they’re trying to craft a way to motivate people, a way to inspire production. And mostly it was all production.
What was great about Jerry was that… And again, some other great bosses that I’ve had and been blessed with – is it wasn’t just about production; it was about production, but it was also about learning, and it was about growth, and it was about opportunity, and it was about, “What can we do different? How do we wow these folks next time, because we’re going to do this cool program in three months again? How are we going to completely wow them, because now we’ve kind of wowed them again? What are we going to do?”
And it was this constant feeling like I can come up with ideas. They may be stupid; I’m not sure they’re stupid or not. But we had an environment with Jerry that no idea was stupid. It might be less brilliant than others will come up with, but the ideas of, “How do we make this better? How we do this different?” moves you away from maintaining a system to actually creating new experiences and better loyalty from customers, and even more important – and you can hear it in my voice – better loyalty from the employees, because we felt valued, we felt validated.
When we screwed up it was mostly kind of laughter and, “Gee, that didn’t turn out like I thought.” But if you think of the productivity, which is often the sole output that is driven by lousy bosses and okay bosses. Great bosses are typically interested in growth and maintaining a good relationship and in essence being kind, but also being kind of the “tough love” thing – being truthful about, “Here’s our target, here’s what happened, where we felt short. What are we going to do?” But it’s much, much my experience – and Pete, I know yours is too – it’s much, much more likely that we’re going to drive harder and move the organization forward faster if we feel trusted and respected and treated with dignity, than not.

Pete Mockaitis

Absolutely, yes. And I want to kind of touch upon that point when you said you knew you screwed up and you were going in for the conversation, and it wasn’t demeaning. What were some of the questions posed to you, or how did that conversation unfold?

Chris Edmonds

Well, it’s so interesting because I think back to… And let’s use the Skip and Jerry comparison, because the classic lousy bosses and a great boss. And Skip was always interested in blame, and it rolled off his tongue very, very quickly. And so, if I was going in as an individual contributor that had fallen short, I knew I was going to get blamed. And maybe this is going to give you some insights into the way my mind works – it’s like, “What creative ways is he going to blame me today?” I was really kind of intrigued with that. “Where is he going to go with this?”
But it wasn’t that I was interested in learning from him; I wasn’t feeling like I was going to leave inspired. It was, I was going to be blamed. And I didn’t want to be blamed; I wanted somebody else to be blamed, which is again, not a team-building thing; it’s a team-eroding thing.
And so, the questions that Jerry asked were about, “Tell me what you’re thinking now. I know what your plan was, we went through the plan. If there was one or two things that you wish you would’ve done different now, knowing what we know now, which we didn’t know before, what are they?” So it’s the solution thing. What are we going to do different next time? He would say all the time, “How do we make new mistakes?” I remember him asking me once, “Did we make all new mistakes on this thing, or did we make some old ones?” And I said, “Well, I think we made a couple of old ones.” “Well, tell me more about that.”
And so it wasn’t a power conversation, it wasn’t him better than me, him dismissing me, demeaning me, discounting me. It was, what’s out there that we can learn from? How do we share this with the rest of the team? So again, we make new mistakes, we do different things. What are people going to be asking for next, because we’re going to have to deliver it? How do we inspire a much, much better experience?
And again, I was a non-profit executive – I was a YMCA executive for 15 years, and it’s like, how do we create those environments without spending a lot of money, and wowing these folks and wanting them to increase their loyalty and increase their feeling like we’re helping their kids, we’re helping them with validating, character-building kinds of programs. And again, yes, what I’m saying is, in this environment, Christian-based, Christian values-based, pretty classic non-profit organization with a crystal clear purpose about serving others and building character, and yet I had some of the worst bosses I ever experienced, in that organization. And I had some of my best bosses in that same organization.
And I went into the, boy, corporate finance. How’s that for moving from an environment of a non-profit into the opposite? And I found – not surprisingly – bosses that came at this thing from fear and didn’t want their people to make mistakes, and were demeaning, dismissive and discounting. And in the same environment I had absolutely great bosses. In that scenario I was a coach, I was an internal consultant. And so, I saw the same behaviors.
So, there could be some humanness to this, but the idea to get to… Hopefully I answered your question around what did Jerry ask, what did your best boss do to kind of inspire learning and resolution to whatever we screwed up. And I think both bosses were interested in the same thing, but one was about creative solutions and validating what we tried, and the other was about blame.

Pete Mockaitis

Okay, very good. Thank you. Well, tell me, Chris – anything else you want to make sure to mention before we shift gears and talk about some of your favorite things?

Chris Edmonds

Well, I really hope that there’s something to be said for… And the “me too” movement continues to gain some powerful advocates, and I’m hopeful that we can craft more civil, validating experiences for anyone who’s ever experienced that kind of harassment. But what I want leaders to do, and you said it earlier, that, “I don’t do anything dismissive. I don’t do anything that could be remotely seen as harassment.” And I think, “You know, there’s some of my teasing that I probably did.”
So, it’s the idea that as leaders you need to be aware of how people feel, and whether or not they’re feeling trusted, respected in every interaction. And I think you will be shocked and surprised to find that for the most part incivility is very, very common. We could look at the bullying influence, which is unfortunately classically American. But there are great leaders doing great things in organizations and not letting people mistreat others. And we spend, again, so many hours in the workplace, that’s something that I’m very, very hopeful about. So, I’m going to keep pushing, and I appreciate you giving me a forum to kind of preach to the choir.

Pete Mockaitis
Oh, that’s good, thank you. Certainly. So now, we did it last time, but I’d love to see if maybe anything’s new and evolved. Could you share with us a favorite quote, something you find inspiring?

Chris Edmonds

Oh boy, where I’ve really gone, and it’s certainly been shaded by some of these conversations around civility, is I go back to Nike’s “Just do it” mantra. And I’m kind of like, “No, if we do it and we’re mean and nasty and ugly – yes, we might win but others may not.” How about, “Just do it nicely?” So, can we evolve to actually being civil, and maybe even the next layer of that is being nice to each other? That’s my bias right now.

Pete Mockaitis

Alright. And how about a favorite book?

Chris Edmonds

I just finished Shawn Murphy’s The Optimistic Workplace. Shawn’s a longtime friend, and I was pleased to help him with his launch a couple of years ago. And I was sad to say that I didn’t read the whole book. So, read the whole book and I just love it. And I think, again, what an interesting title, looking at how do we create workplaces where people want to go to work, where they want to contribute, where they want to be creative, where there is a natural optimism that we’re actually – God forbid – improving the lives of our community members and our employees and our customers. That’s a high, high target. And I want to give a shout out to Shawn – he’s just gotten a contract for his next book, which is going to be about belonging, which I’m very excited to hear about. So, couple of shout outs to Shawn Murphy there.

Pete Mockaitis

Okay, thank you. And how about a favorite habit, a personal practice of yours that’s handy?

Chris Edmonds

I just had a wonderful opportunity last week at a learning session. I was qualified in an assessment that is about leadership impact. It was really, really cool; but a whole bunch of consultants in a room at one time, which can be kind of dangerous. And what was really, really interesting was going out to dinner with all these folks. Again, I travel a lot; most of the time it’s a very, very solitary life. And for the last seven years or so I’ve been on Tim Ferriss’ low carb diet and it’s worked very well for me.
So, we go into these beautiful restaurants and I’m like, “How’s that prepared. Can I have it grilled and not fried? No starches, no potatoes, don’t even bring me the breads.” And people would look at me and it’s like… We did this three nights in a row. And they’re like finally on the third night, “You’re really serious about this”, and I said, “It’s something that if I don’t feel my best physical self, then how can I do well?” I just turned 66 and I’m out traveling all the time; it’s exhausting to travel. So my habit continues to be to be disciplined in how I fuel my best self, and it’s working still pretty well.

Pete Mockaitis

Oh, great. And do you have a preferred means of folks contacting you or reaching out if they want to learn more about your stuff here?

Chris Edmonds

Absolutely. I’d send them to my absolutely wonderfully, recently redesigned website, which is at DrivingResultsThroughCulture.com. I know it’s a handful, but I’ve got my books available there, I’m in the midst of Year 2 of culture, leadership charge videos – little 3-minute videos on how leaders can be more effective in managing their team culture. So, that’s probably the best place – DrivingResultsThroughCulture.com.

Pete Mockaitis

Alright. And do you have a final challenge or call to action you’d issue to folks seeking to be awesome at their jobs?

Chris Edmonds

Absolutely. So, one of the things that is critical – and again, we can take it from the “me too” and people speaking up – create an environment in your team. And you don’t have to change the whole company, but in your team, where people can speak up, where people can say, “We’re not working together well. We’re mistreating each other, the teasing has gone too far”, so you can start to address what could be harmless intentions. That may not always be the case, but to in essence reduce those things that erode trust and respect in the workplace. Let people speak up. It can be hard conversations, but to continue on a path of dismissing and demeaning folks, isn’t going to serve you well.

Pete Mockaitis

Alright. Well, there you have it. Chris, thank you so much for chatting again, this was a lot of fun. And I wish you and your company and your book all sorts of success and luck in the months to come here.

Chris Edmonds

I so appreciate it, Pete. Again, thanks for the opportunity, always enjoy speaking with you.