It depends

At some point, we started seeing every situation as a binary option.

Win or loose.

Good or bad.

Give or take.

Growth or irrelevancy.

With or against me.

And so on. That’s only a narrow interpretation of how things are. One, perhaps, that makes it easier for us to interpret the complexity of situations right here right now. And at the same time, sets us for a neverending battle.

Probably the biggest lesson I have learned in business school is that there is no single, mystical key. Most of the questions about what to do in this or that scenario were met by professors with a very convincing “it depends”. It’s not a way to be conservative and not accountable, rather a powerful sentence that unlocks deep understanding, analysis, and decision-making based on the current situation rather than on mere knowledge and experience.

Eventually, I am certain this is an approach that better fits learning, change, impact.

A question worth asking

There’s a question you can ask (yourself or your team) every time you are working on a piece of copy to communicate your brand, your product, your company. Say, for example, you are working on the copy for the hero of your website. The question is:

How many companies could claim exactly this?

We believe in making people’s life easier.

Powering digital transformation.

Shape the world we live in.

Smarter business tools for the world’s hardest workers.

The best customer experiences are built with ______.

All-in-one inbound marketing software.

Help Desk software for personal and connected customer service.

Fastest and easiest way to invoice your clients.

Search 1,346,966,000 web pages.

The search engine that doesn’t track you.

Connect to your customers in a whole new way with the world’s #1 CRM platform.

Will you take us to Mount Splashmore?

How much do you have to insist before your customers say “yes”?

My bank sends me a text every day to tell me there’s a message for me in eServices, regarding changes to Terms and Conditions. I should go there, read it and approve it.

I still haven’t done that.

Facebook sends me daily updates of what my friends are sharing on the platform. I should re-install the mobile app and do not miss any of it.

I still haven’t done that.

LinkedIn has a new offer every other day to make me go back to Premium. I should take it, as it is unprecedented, and enjoy all the benefits (?) of their premium offer.

I still haven’t done that.

While navigating the net and Facebook (desktop), I get targeted with ads of cars that are nowhere close to the league of cars I am interested in. I should really check it out, and perhaps consider a lifestyle change.

I still haven’t done that.

Dumb repetition can get annoying pretty quickly. It breaks trust and it lowers the expectation of you actually having something interesting to say. And perhaps, like Bart and Lisa, eventually you get a “yes!”. Does that sound like a victory?

If you have to repeat yourself too much before inspiring action, you have either the wrong message or the wrong audience. Making it louder won’t help your case.

Dismissals

There is one important thing to keep in mind when someone in the team has to be dismissed: the impact on those remaining.

For what I have seen so far, there are two reasons why a team member is let go.

The first one is behavioural. The person does not get along well with the rest of the team, is not in line with the company’s culture, generally speaking does not fit well with the work environment. Sometimes, the person is openly toxic and is poisoning the atmosphere for everybody.

The second one is operational. The person is not performing up to the standards, they are not doing their job, they are taking other people’s time in the attempt to catch up. Sometimes, the person is openly slacking, not delivering on their promise and failing to meet even the most basic expectations.

Behavioural dismissal is usually more accepted from those remaining in the team, mostly because the team has felt on their own skin that the relationship was not going well. Operational dismissal is usually more prone to objections, and in most cases it leaves a bitter taste and a sense of fear (“who will be next?”) in those remaining.

On way or the other, there are few things you have to do as a leader to try to mitigate the impact of a dismissal.

First, you have to be crystal clear in setting goals. What is expected of the person, how you are going to measure that, and what are the check points that you’ll go through together. This is valid both for behaviour and performance, and yet I argue that particularly for employees in new situations, the way they relate to others in the team and in the company should be on top of the list of goals.

Second, ask a lot how you can help and make sure to follow up on that. You are the leader, you own the failure and the missteps of your team members. There’s no one in the world that can simply start a new job or a new role and be ready to walk on their own. And this can be extended to all changes that happen in a company or a group.

Third, give ample warnings. If numbers and facts show that the person is not meeting the goals you have set together, despite your continuous and genuine help, be open and tell that. Be direct when you do that, deliver the seriousness of the situation, elaborate a plan together to get past it (you can start from point one and point two), and eventually make sure the person is aware of where they stand.

If you do that confidently, at the very least the dismissal will not come as a surprise. Of course, you cannot be open to the ones remaining regarding the reasons for the dismissal, and yet they will trust that there’s a reason (because you are following a process) and that they are not in danger (because you are going through the same process with them too).

Features vs value

I got recently reminded of how difficult it is to take the perspective of the customer when you are trying to sell your product.

We were going through an exercise aimed at understanding what is the value our product delivers in front of certain pain points our target customer is facing. This was the pain point.

Uncertainty on whether people in the team are working under the most recent procedures or under outdated ones.

Right away, I listed the following under the “value” column.

Knowing that everybody in the team is working under the most recent procedures.

Then a colleague rightfully pointed out that was not a value, rather it was a feature of our product, something we were able to ensure with our solution.

The value, in this case, as we worked it out together, ended up being this.

Avoiding fines and delays due to having part of the team working under outdated procedures.

This is more measurable (fines and delays can be quantified), and it is more relatable for the prospect customer.

It was a great exercise, one that should periodically be organised across departments. On top of it, try to allocate time and resources to regularly interviewing customers and prospects about the pains they were feeling when they first got in touch with you. With these information on our side, it is possible toavoid talking only about what matters to us in the next campaign.