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Wednesday, March 8, 2023

Leadership Teams Are Often Blind to Their Own Dysfunction — And The Effects Can Be Devestating

When I start coaching a new client, I spend the first few weeks gathering information and meeting with stakeholders to get the lay of the land. 

I want to hear it straight from the workers themselves — be they front-line, managers, or leadership folks. 

And even then, even in those early days when I’ve still got so much to learn about an organization, I’m on the lookout for red flags that show me there’s misalignment (or worse, dysfunction) at the highest levels. 

I’ve done this long enough to know that upper-level dysfunction creates effects that ripple out much farther than the executive boardroom.

It can harm the whole organization.

Effects-of-dysfunction

And here’s the worst thing: the very leadership team that’s in charge of setting direction, creating culture, and solving problems is often blind to its own challenges.

At any given business, I’m looking for two major signs of dysfunction at the highest levels: 

  • Lack of psychological safety
  • An out-of-touch leader

Here’s what both look like in practice — and how you can fight against them.

First sign of misalignment: Lack of psychological safety

Healthy team dynamics are wonderful to observe. There’s energy, excitement, and discussion. There’s productive debate. 

Psychological-safety

This can only happen, though, if there’s psychological safety. This means people feel comfortable speaking up and sharing their ideas, concerns, or misgivings.

Psychological safety needs to come from the top: a clear indication that everyone’s voice matters and no one’s ideas are beyond reproach. 

If I observe a leadership meeting where this isn’t the case, it can be almost cringeworthy. People sit on their hands and avoid eye-contact. There’s a lot of surface-level agreement and very little debate. It’s clear that allegiance is what’s expected and valued.

These teams are unhealthy, and the blame almost always goes to the person at the top.

Second sign of misalignment: An out-of-touch CEO

When I start coaching a new company, I always want to hear from the CEO to understand the challenges he or she believes the company is facing. And this is where I look for the second red flag: a CEO who is out of touch with the rest of the company.

everythings-not-fine

This can manifest in a few different ways, but I often see it as CEOs who don’t know what’s actually happening in their company. They’ve got a sunny outlook that doesn't match the realities on the ground. In other words, they think everything’s fine when it’s not.

These are often the same CEOs who love to hear themselves talk. The same ones who scorn debate. They don’t look for feedback or guidance, they look for confirmation and allegiance — and they’re convinced their vision is infallible. 

These leaders have not built a culture where it’s okay to disagree and debate.

Now, there are a number of reasons these out-of-touch CEOs exist. 

Sometimes it’s just an ego thing. But it often comes back to something deeper. A false mythology we have in modern business about how great things actually get done. 

The myth of the ‘all-knowing CEO’

Too often, leaders think they’re being dynamic and brilliant when in fact they’ve just misread the histories of our greatest business leaders. I call this “The myth of the all-knowing CEO.”

We have this dangerous myth in America of the brilliant, all-knowing CEO who leads with a singular vision and never deviates. This goes back at least to Henry Ford — and probably earlier — and the best business books today tell stories of business leaders so famous that you probably only have to read their first names to know who they are: Steve, Mark, Bill, and so on.

myth-ceo

But here’s the thing, these leaders were certainly brilliant, but they did not accomplish anything on their own, and they certainly didn’t stifle disagreement. They hired great people who brought energy and debate to leadership meetings.

There’s a famous anecdote about Steve Jobs in which he was talking with some members of his leadership team about his idea for a certain new iPhone feature. The team discussed a few other opinions, but Jobs was convinced his idea was the best. 

Eventually, Jobs was angry when developers came back and his idea wasn’t as great as he had hoped. He was furious with his team for letting such a bad idea go through. “But Steve,” they said, “that was your idea!” 

“I know,” replied Jobs. “And it’s your fault you let such a bad idea go through. You need to squash bad ideas — even when they’re mine.”

healthy-communication

Jobs knew that success at Apple depended on assembling a great team of brilliant, driven, outspoken leaders. 

And he knew that he himself was a flawed individual. 

Jobs famously worked with acclaimed coach John Mattone. According to Mattone, Jobs was intensely focused on his own limitations so he could improve his leadership style.

When CEOs look to Jobs for inspiration, they shouldn’t just think of him as a brilliant leader (which he was), but also as someone who: 

  • Knew that he needed input from his team to be successful
  • Knew that his own abilities were limited

And that’s why he was among the greatest business leaders of the modern era.

When we dispel the myth of the all-knowing CEO we can start to solve the internal problems holding back our leadership teams. 

Here’s how.

How leadership teams can recognize and solve their dysfunction

Whether you’re the CEO or another member of the leadership team, there are tangible steps you can take to break free of dysfunction and establish a healthy team dynamic. 

For the CEO

Learn to encourage debate: You need to reorient your thinking to see that debate is productive. Whether it’s you or someone else, make sure there’s someone playing the role that gets people thinking, talking, and discussing.

In The 5 Dysfunctions of a Team, Patrick Lencioni uses the phrase “mining for conflict,” which I’ve always liked. Conflict and disagreement are healthy. In fact, they’re essential. You can only get to the best ideas if people raise objections and top leaders encourage debate.

If your leadership team is not used to this kind of meeting culture, get someone on the team to play the role of conflict seeker. Now, they’re not picking fights or being uselessly contrarian, but they should start asking “why?” and “how?” and “why now?” a lot more than before.

By doing so, they’ll bring other voices into the conversation as well. If you’ve got that quiet team member who tends to nod and go along with the group, now’s the time to get that person to speak up and share. All voices matter.

For all leaders

Talk to your CEO about psychological safety: Your CEO needs to make the group feels comfortable disagreeing. If that’s not the case, someone needs to bring it up. 

Set aside some time during a 1:1 or another meeting where you can bring up the idea of psychological safety. Explain how debate and discussion result in better strategy. 

Be honest about challenges: Out-of-touch CEOs are created when they get fed a steady diet of platitudes and rosy reports from VPs and team members. If you want a healthy leadership team, start being honest. I get it, no one wants to deliver bad news, but it’s much worse to have an Emperor's New Clothes situation where no one’s comfortable telling the truth.

facing-real-challenges

Instead of “everything’s great,” be comfortable saying “Here’s what’s challenging right now — and here’s how we’re trying to solve it.”

Utilize a coach or consultant: We all have blindspots. An outsider who’s trained in group dynamics and team communication can help your leadership team see the limitations it can’t see on its own.

Just like Steve Jobs working with John Mattone, great leaders and leadership teams value outside expertise that can hold up a mirror and prompt true growth. 

The long-reaching effects of a misaligned leadership team

A dysfunctional leadership team casts a long shadow over a business. If C-level and VP-level employees can’t disagree with each other, the same thing will happen all the way down the ladder. 

Healthy companies commit themselves to good communication practices that exhibit transparency and candor — and this needs to start at the top.

CEOs must stay on the lookout for the two big signs of leadership team dysfunction, and must actively work against sliding into these ruts. Make it clear that it’s okay for other members of the leadership team to disagree with you.

In fact, it’s essential.



* This article was originally published here

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Monday, September 5, 2022

Why Trust Is the True Currency for All Business

Why Trust Is the True Currency for All Business

A quick question for all the business owners out there: Will Instagram be a fundamental part of your marketing strategy in 25 years?

How about podcast ads?

You don't know, do you? 

Of course not. Instagram didn't exist 25 years ago, so it's hard to know what will happen five years in the future — let alone 25. 

OK, a second question: In 25 years, will trust be fundamental to your business success?

Yes, of course it will be. 

This, my friends, is an important distinction to make. Platforms, tools, tactics — these things come and go. But principles remain. 

Trust is a foundational principle that transcends all industries and markets. Principles have no beginning and no end.

Trust is timeless.

It has been vital to success for centuries and will continue to be for centuries more. When we are talking about success on a platform — when we talk about ranking well in Google searches or having a strong Facebook presence — we’re really talking about trust.

Do buyers trust what you’re saying? Do they trust your expertise?

If yes, the platforms will reward you. If not, you'll slip down the rankings.

Smart businesses realize that platforms and tactics should be used to build trust with their audience. Because, I believe, trust is the currency that all businesses share. 

But trust isn't just an abstract concept. It's something you can build, measure, and, when you have to, repair.

Below, I'll explain

  • The building blocks of trust
  • How to repair broken trust
  • Why savvy companies use video to build trust faster

What we talk about when we talk about trust

Businesses tend to ask themselves: How do I bring in more customers? 

But what they really are saying is this: How do I build trust with my audience in order to bring in more customers?

It’s so easy to use the shorthand version, but the more we do, the more we forget about the full question we’re asking. We forget that trust is the true currency of business.

If people don’t trust you, they won’t feel like you have their best interest in mind or that you will actually deliver on your promises. They won’t trust you to solve their problems.

To put it simply, if people don’t trust you, they won’t want to buy from you.

Below, I'll share specific examples of businesses actively building trust in their marketplace. Hopefully, they will inspire you to do the same.

Now, in the interest of full transparency, our company IMPACT helps businesses build trust through their sales and marketing, so we've seen this work in a lot of industries.  

We offer consulting services to a small number of businesses each year, some of which are included below. But our mission is to help organizations improve their "trust index" with buyers. We believe this is critical to long-term growth. And it starts with a first impression.

The power of first impressions

Imagine you walk onto a car dealership lot and a salesman comes striding out. Do you expect that salesman to have your best interests at heart, or are you anticipating the whole “Have I got the perfect car for you” routine?

Now granted, used car salesmen have a pretty bad reputation, but it's not unlike the experience when someone comes to your website for the first time. 

When customers find you online, they immediately expect your sales pitch. Site visitors are expecting your bias, but you can disarm them by pointedly showing neutrality.

Whenever we lead with honesty, we build trust

How do you show your site visitors that you have their interests in mind? 

Focus more on their needs than your celebrating your own excellence. Focus on educating instead of pitching.

We tell ourselves that the buyer doesn’t really want to know how we feel about a product because we’re the ones that are selling it.

If that were true, the buyer would never ask us questions. They’re still holding out a little bit of hope that we might be real and honest with them.

Unfortunately, they’re usually disappointed.

So, let's surprise our buyers with honesty and transparency. Here's how.

3 ways to build trust with your buyers

1. Obsess over their questions

To me, trust begins when a business decides to obsess over customer questions, worries, and concerns.

In every industry, there are questions we hope prospects ask, and questions we hope they don’t ask.

Companies that become the most trusted voices in their industry don't shy away from the tough questions. Instead, they lean in, openly addressing topics like price or product shortcomings.

When you address these topics on your website and in your content, potential customers take notice and trust you before they have any direct contact with you.

If you wait to address these issues until you’re speaking with prospects directly, you’ll find yourself playing catch-up.

By that point, they’ve already begun to form opinions about you, good or bad.

But if you address something before it's asked, you’re being proactive and controlling the narrative.

Customers are more likely to trust you if you’re being upfront — especially about drawbacks, price, or other topics most businesses want to avoid.

2. Teach how they want to learn

When you speak to customers you’ve not yet met, you need to do it in the style they want to hear it.

This means two things:

First, format matters. If your customers want video but you’re only writing content, that produces a disconnect. More on this later.

Second, timing matters. Chances are, your customers don’t want to wait until the first sales call to learn whether your service is the right fit for them.

Rather, they want the information on-demand, consumable at whatever stage in their buyer’s journey they are in.

If the information is not there, the buyer assumes that you have something to hide. Businesses that have something to hide are not seen as trustworthy.

3. Sell the way they want to buy

Today’s modern consumer expects to be able to buy in a way that’s easy and convenient.

There are still many companies that are holding firmly to old models where customers have to talk to a sales rep to get any information. Meanwhile, disruptors are looking at everything that causes frustration during the buying process and trying to alleviate it.

Companies like Uber and Zappos have turned well-established industries upside down.

Twenty years ago, no one would want to buy a pair of shoes without trying them on first. What if they don’t fit? Well, Zappos looked at that, built a customer-centered return policy, and alleviated that pain point.

People hated getting into a cab not knowing how much their journey would cost them. Uber built a model to solve for it.

In doing so, each operates from a place of trustworthiness built on a simple idea: Customers trust organizations that understand and solve their problems. 

According to a recent study from Gartner, 33% of all buyers would prefer an entirely “sales-free” sales experience — and that number’s even higher among millennials and Gen Z-ers. 

Companies that are not selling the way people want to buy are going to find themselves getting left behind.

The companies that are willing to sell the way people want to buy will win business — and build trust.

Why video builds trust faster

For thousands of years, people have been saying that seeing is believing.

Today, video is easier to produce than ever before, and it truly allows your prospects to see inside your company.

With video, they can get to know your team, your values, your differentiators. 

Here's an example from IMPACT client Furniture Fair that explains the difference between good, better, and best sofas. 

Notice how you’re immediately drawn into the video because it shares information in a way that's straightforward and clear. 

Right off the bat, Monique conveys both authority ("I've been selling furniture for over 30 years") and empathy (acknowledgment of different budgets and needs).

These are core building blocks of trust, and the fact that they come in a video make them all the more powerful. 

Stand out from the pack

The thing is, most businesses in any given marketplace are all saying the same thing: “It’s our people that make us different. We have the best quality, we have the best service. We care.”

When everyone is saying the same thing, it just becomes noise — until someone is willing to stand out by showing what makes their company unique.

If you can show how your quality compares, how great your people are, then they speak for themselves. You build trust because people can see the proof for themselves.

Some manufacturers are hesitant to talk about their processes, but it builds trust with your audience to show what you do.

Instead of saying something is proprietary, imagine saying, “Let me show you exactly how we build our product. Let me introduce you to the people who will fulfill your order.”

If you’re willing to show that, it means that you’re going to stand behind what you do.

Repairing broken trust

You're not always going to get it right. As hard as you try, some customers will end up having a bad experience. But use this as a learning experience. The best businesses see negative feedback from customers and clients as a blessing.

It’s easy to take things personally and get defensive, or to blame the customer for being difficult, but there’s a good chance that the customer is at least partially right.

If you get a negative review online, maybe a dozen other people are thinking the exact same thing but didn’t take the time to write it down.

But if you can listen to your customers, if you can own your past missteps and shortcomings, it can go a long way toward building trust in the marketplace.

To me, the best example of this in the past decade or so is Domino’s Pizza. With slumping sales and mounting customer complaints, Domino’s launched a campaign that took full ownership of the situation.

With the Oh Yes We Did campaign, Domino’s acknowledged its critics and used their feedback to chart a new course.

In the time since Domino's chose this direction, it's gone from $1.7 million to $17 million market cap.  

This model can be followed in every single industry. If your business has negative reviews — and customers recognize this — you can say, “You know what, those bad reviews helped us identify some weak areas, and here’s what we’ve done to improve.”

That way, in one swift motion you have validated your past customers and built trust with your future customers.

Build trust, grow your business

If you’re willing to be transparent, to embrace video, to listen to your customers, past, present, and future, you can build trust.

You can become the most trusted voice in your space — and we are all in the business of trust.

Platforms, tools, tactics, these things come and go. Use the ones that make sense for your business, but remember that you should be using them to build trust. In everything you do, endeavor to be honest and transparent — and put your customers at the center. That way, their needs will inform your choices, and they'll know you're there to help them.

This is the key to steady, long-term growth.



* This article was originally published here

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