When we start our careers, some of us are lucky enough to have a boss who is also a mentor. They share their years of experience with us in the hopes that we will not make the same mistakes they did. Everywhere you go, look for someone who will share their knowledge of that particular company — and of the business world as a whole.
I had just been hired as the Director of Marketing for an international chain of combo restaurants/nightclubs. The VP of Marketing told me to grab a pen and paper and follow him into his office. “Okay, get ready to write these down,” he said. “There’s three simple rules that will help you be successful here and throughout your career.”
After a few decades in the corporate world working for a wide variety of companies in numerous verticals, I can attest that these truly ARE universal rules that can be applied by anyone in any position at any company.
Rule #1: People Support What They Help to Create!
Today, the buzzword is “collaboration.” The bottom line: the more people who are involved who feel they have a vested interest, the greater the chance you have for success (because nobody likes to lose).
So, how can you get projects from conception to implementation when you don’t have total control of the people or actions to “make it happen?” Let’s take a look at an example that simplifies the concept by naming marketing programs after colors.
The Marketing leader, Mark, is working on the corporate marketing plan for the upcoming year. Mark has some ideas for successful programs and campaigns, but his experience has shown him that he cannot send edicts from his ivory tower — he must get buy-in from the other departments. In fact, some of the greatest marketing ideas ever have died from lack of enthusiasm in the field (this leads into Rule #1a: “The success of any program is directly proportional to the enthusiasm of those in the field charged with implementation!”):
First, he goes to the Sales leader, Sal, to get her on board:
Mark: “Sal, remember the great Blue and Red programs we did in the past?”
Sal: “Yes, the Sales team loved those!”Mark: “I think we could take the best parts of those two programs and create a Purple version.”
Sal: “I like it! I think we can get behind that.”
Next, Mark gets together with the COO, Opsie, and proposes taking the best parts of the Red and Yellow programs and morphing it into an Orange promotion.
Mark’s next stop is the CFO’s office. “I’ve gotten great feedback from Sales and Ops. Remember the ROI we had on the Yellow and Blue programs? We’re thinking of mixing it together for a “Green like Money” push!”
The next day, during the Microsoft Teams meeting (with the video on to help build relationships and show reactions), the CEO asks, “What are we going to do next year to drive revenue and gain market share?” Mark hits “Request Control” (he’s always wanted to do that). Control is granted. “Yes, Mark, take it away!” says the CEO. “Marketing always has the most brilliant ideas, that’s why we pay you more than anyone else in the company, including me!” (Who says a blog post can’t have a fictional plot twist?)
Mark shares his screen. “Marketing, Sales, Operations, and Finance have gotten together to take the best-of-the-best elements from the previous Red, Blue, and Yellow campaigns. This year, we are going to mix them together and roll out the Purple, Orange, and Green programs.” Sales, Ops, and Finance nod supportively. The CEO says, “Well, people support what they help to create. If you all are behind it, I support it!”
Rule #2: Good Manners Is Good Business
Raised in the South, I was trained to always say “please” and “thank you” when requesting something. In today’s world of quickly written texts and emails this is still important — perhaps even more so — especially if you are asking for someone’s help. “Mindy, could you help me on this project for the team, please?” Six little letters that change the entire tone of the request. (With one caveat: we all get hundreds of emails a day, so if this email includes others besides Mindy in the To or Cc fields, please do not hit Reply All with your “thank you!” Just send that one to Mindy.)
I was also raised to say “yes, sir,” “no, sir,” “yes, ma’am,” and “no, ma’am” during interpersonal verbal exchanges, no matter if they were younger or older than me. However, times have changed, and some people are put off with these terms. So, simply say “yes” and “no” (and definitely not “yeah” or “nope”).
I also still like to write a personal, hand-written, thank you note after an introductory call with a new client. So many people have forgotten this simple courtesy that it’s always appreciated by the client and shows both you and your organization in a good light.
Rule #3: They Who Write the First Recap Win!
I’ve always said, “I’m just trying to get everyone to see the same blue-striped horse!” Now, picture a blue-striped horse in your mind. Are the stripes wide or skinny? Are they vertical or horizontal? Are they light blue or navy blue?
Rule #3 is probably the most important rule in business. That’s because after a meeting or conference call, everyone will leave with their own perception of the discussion. Before everyone goes down different trails, here is your chance to set the agenda.
Be the FIRST to recap the topics and decisions ranked by order of importance — as YOU understand them to be per the discussion. This gives you the opportunity to set the agenda and priorities for you and your team. This is your chance to get everyone “to see the same blue-striped horse.”
Be sure to include who said they would be responsible for what and the deadlines that were agreed upon. Be sure to triple check the SOW and get that Smartsheet (or whatever tool you use) up there. Then, craft an email to all attendees so they can compare their notes and priorities to your recap.
At the end of your email, take the opportunity to also use the other two rules of business:
“Please feel free to provide feedback based on your notes so we are all in agreement and can make this project a case study of success, thank you.”
Asking for their feedback is the way they get to help create and have their voice heard! You are asking for, and respecting, their input. You are sharing ownership on the project. You are getting their buy-in in a subtle, collaborative way.
So, remember: the more people you have working toward a common goal, the greater your chances for success — because “people support what they help to create!”
Clint Hughes is a Senior Advisor focusing on Executive Marketing and Revenue Strategy for BDO Digital’s Demand Generation Group. Over the past couple of decades, his CMO experience has spanned both B2B and B2C organizations. Clint has become an evangelist for the D3 Methodology as he meets with CMOs from around the world. He has spoken at international marketing conventions on “Boosting B2B Demand Gen Efforts,” “Lead Acquisition: Finding the Right Prospects,” and “How to Decide on New Technology & Marketing Platforms.”
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