I’ve been looking at different job titles and job descriptions lately. The two that seem to grab my attention the most are the Marketing & Advertising jobs and the Managing People jobs. At first glance I figured I was drawn to those because those were two of my favorite things to do at Toy House.
Another thought hit me this morning on my drive home from dropping my son off at school.
Those two different jobs are really the same thing. Stop and think about it.
- Awesome Customer Service is about figuring out your customer’s expectations and then exceeding them with surprise and delight.
- Top-Level Selling is about figuring out your customer’s needs and then fulfilling them better than she expected.
- Powerful Advertising is about figuring out your customer’s desires and then offering a solution better than she expected.
- Amazing Events are about figuring out what your customer likes and then offering her more than she expects when she attends.
- Incredible Managing is about figuring out what tools your team needs to be successful and then giving them better tools that take them beyond what they thought was possible.
It’s all the same thing.
- Figure out what she desires, needs, and expects.
- Give her more than she desires, needs, and expects.
That is the formula for a successful retail business. That is the formula for a successful service company. That is the formula for successful manufacturer. That is the formula for a successful advertising campaign. That is the formula for successfully managing your team. That is the formula for being successful as an employee.
The first part requires research. The first part is about studying human nature, watching market trends, thinking like a customer. The first part is about asking questions, listening, and analyzing what you hear. The first part is about testing and clarifying and testing some more. You’ll get it right some times and you’ll get it wrong some times. The better you do your research, the more often you will get it right.
The second part is about having that character trait in you that wants to help others. When you hire and train your team, look specifically for that trait and you’ll find the second part of the formula becomes second nature to your company. Your team will already want to give. You just have to show them what to give.
PS An employee that figures out exactly what the boss wants and then gives the boss more than she wants will always have a meaningful job. A manager that equips her team with tools to make them better than they thought possible will always find people wanting to work for her. A marketer that can figure out the true desires of the customer base and speak to those desires will always move the needle. A salesperson who can figure out the exact problem a customer is trying to solve and then offer a solution better than she envisioned will always make more sales. A manufacturer who anticipates the needs of both the end user and the middleman and sets up a business to exceed both their expectations will find growth.
PPS I answered my own question. My Core Values include Helping Others and Education. I already have that character trait of giving (that’s why I write this blog and publish all the Free Resources). The Education side of me wants to do the research to figure out what to give.