As I have stated previously, one of my peers said that in business, you are first, best or different. Lately, I have been challenged by this concept. I am looking at how to grow and differentiate my business. There are so many trainers out there, despite my abhorrence of the word “training”; as well as how training is both perceived and delivered. It has a bad, or maybe better said, ineffective or no direct correlation to any specific bottom line (ROI). And the irony is every business I have watched, listened to, studied and read about say, training is incredibly important. So I am dumbfounded. The very thing asked for is the same thing is cut or relegated to being a mystery on your P&L statement. Maybe it is because guys and gals like me absolutely believe in adult learning principles and practices and are ineffective in our ability to communicate them. That in itself is another irony. We preach communication and we cannot complete it. With all due respect and possibly “biting the hand that feeds me”, is it also possibly that the client does not know what they do not know. WOW, did I say that out loud, or rather write that out loud?
Also lately, a client has said, (allow me to paraphrase) “you are making yourself obsolete.” “Guys like us will either look to you for a training fix or just bring it in-house.” Note to self – already done, they hired someone. His point was for me to get off my #@& and get “it” done. Despite me biting my lip, he was undoubtedly and completely spot on. So how do I matter?
First. I am not sure about that; not in my field concerning content. There are more trainers on this planet then there are lawyers. Well maybe not. We all say very similar things. To be a bit arrogant, good ones have something to say and bad ones suck your will to live. I would rate myself in the former. However, it is not content per se, but the vehicle to distribute the content. With technology and the speed of information evolving at such an amazing pace coupled with how adult learning is changing based on generational and market needs, there lies the opportunity to be first. So if it is not content, but rather delivery, where would you find your ability to be first? Think about how being first matters; just in being first, more expedient, cost effective or just an image thing? Does being first make you better than the rest? Malcolm Galdwell this year at Cannes spoke of Apple’s reality of being “last at the party.” Their approach to innovation is a bit of a paradox (as was shared by Simon Houpt with The Globe and Mail). They have chosen to be second or third…not first, and best.
Best. This is me laughing; Ha ha. Best, really? Isn’t that in the eyes of the beholder? Apple could easily be described as the best at…what? I know Microsoft folks who (like myself) who are incredibly happy with their OS or platform or whatever you want to call it. So is my stuff best? I think so and that is according to what criterion exactly? Having used this technology example, I feel very certain, there are many who very eager to debate on my last comment and follow-up question. Apple rocks and Microsoft does not or is it vice versa? Do you see the nature of my criterion question? I will have to share my thoughts on this in another blog. Since best can be challenging, think two ways. In my opinion, best is more accurately based on either results or relevance. If you can provide that, you then fall relatively into the Best Bucket.
Different. This is where I have hung my hat. I can plan for first and deliver to best (based on the two criterion offered a moment ago). I choose philosophically to create different. That is my core, my filter to decide all aspects of relationships with my clients. To be fair, first and best still factor within the right context of my decision making, design, and delivery. It’s just that different allows me to think asymmetrically about my training art. I must say this freaks some of my clients. I have this concept about working in the “White Space”. I have a post on this – I never put it up (watch for it within seconds). Simply, it challenges what is not written in the space around it. In other words, it forces the learner to figure it out (what it might be) and come up with their own conclusions. I love it. This is when learning becomes really cool. I also have two trademark statements that engage learners in a different way. Come and see me if you are interested. Some rely solely on PowerPoint, I don’t. Some like big, “honking” manuals, I do not. Some follow a rigid formula closely aligned in a belief that “that has always worked” if you do it just like this every time, yeah, no…not when dealing with people interaction. Yeah, thanks for that one. If I ever go to work at a sewage plant in Calgary and any divergence of one step in the formula and something bad happens in the Olympic size pool filled with human waste, yep, I probably will stick with that formula. Outside sewage plants, flight pre-checks, nuclear plants, surgery and programming my DVR, life is improvisational (especially in managing and leading people). I live in that world as it applies to how I view learning and development. I want to be different. I will let someone else teach the process or procedural rules of engagement in store management.
Think of these questions.
What is your product, your role, your team and your client? Which has precedence given your reality?
Does being really good at one of them impact or influence another one?
How much of either is pure perception with the possibilities of little to no fact?
What does your heart say? Where do your capabilities lay? Who also shares them?
Apple has a saying; “Think Different”. I find it very interesting that Steve Jobs has a specific belief in how to work within “First, Best or Different”. It appears that he has a mindset for each and how they apply to the whole. It has made me think…uh, differently. OK, that was cheesy. Very cheddar. Or Gouda. How about a nice Maytag Blue? Sorry.
Cheers