Issue #14 – New Year – New Vision – What’s Your “WHY”?
2014 can be an abundant year for you and your practice. A key contributing factor is for the practice leader to define his or her joy – the very root of what makes the leader happy in both personal and professional life – and then to share that joy with the team. That definition then becomes the practice’s “WHY”. It delineates every decision the company makes and becomes the culture of the organization when communicated plainly and relentlessly. At first, the concept seems nebulous, but lucidity comes forth through proven examples, starting with YellowTelescope’s “WHY”, which we are proud to share:
YellowTelescope helps motivated people reach capacity.
These 6 simple words bring joy to our leadership personally and professionally. They mean everything to our organization. We hire people who see and buy-in to our vision. YT serves customers daily to help them achieve capacity. We select and dismiss potential clients based on their intrinsic motivation and by determining if each practice is a “full cup unwilling to grow lest they overflow” or an “empty gallon seeking to fill available capacity.” We even chose the medical industry as it is replete with good, motivated people who simultaneously tend to lack the tools needed to reach their capacity due to the gross lack of specific training, staffing, and oversight industry-wide.
There are many other facts about YT: We work with doctors and their staffs. We help raise in-office closing ratios from a national average of 15-20% to over 60% in every practice. 100% of our clients have grown by hundreds of thousands in annual sales, if not millions, in their first year working with us. We help many practices find elite-level salespeople and practice administrators. Those facts are side effects of our “WHY.” They occur because every decision we make and everything we do must and will “help motivated people reach capacity.” It is a broad “WHY” – we can do this for lawyers or doctors, Smith & Wollensky or Morton’s, Gucci or Fendi. We would succeed in each of these businesses, just as we succeed equally serving orthodontic practices as well as plastic surgery practices.
Many companies have a “WHY” that allows them to sell more than one product or service, while others have a “WHY” that is sharply focused. What matters is that the leadership must find joy in their “WHY”. The Rolling Stones do not have the best musicians, but are among the most successful bands in history (“WHY”: They simply strive to be the best blues musicians and emulate their childhood heroes). Justin Timberlake is not the best singer, actor, dancer, or boy-band member, but he is famous for all of these because of his “WHY” (perhaps his “WHY” might be: “I entertain”). LVMH owns Louis Vuitton, Moet Hennessy, Tag Heuer, Sephora, Bulgari, Glenmorangie and Ardbeg whisky, and more (or is it creative excellence?). LVMH’s “WHY” allows and justifies a diverse multi-billion dollar portfolio as evidenced in their mission statement, which says, “long-term success is rooted in a combination of artistic creativity and technological innovation… [we will] always will be creators.”
There are many side-effects of our “WHY” – we make our clients happy, our family’s proud, find joy and challenge in our work, create personal integrity, which leads to our intrinsic happiness, and more. If we stray from that “WHY,” we often fail.
“I want to make more money this year”, “We want 5% less complaints”, or “I want more free time with my family as I age”, are by-products of a specific “WHY”, but are not why you do what you do and not why people rally around your business. Perhaps you want to help people look as young as they feel – that might lead to offering a holistic approach including neutraceuticals in addition to standard surgery. Perhaps you agree with Lombardi who stated, “I firmly believe that any man’s finest hour, the greatest fulfillment of all that he holds dear, is that moment when he has worked his heart out in a good cause and lies exhausted on the field of battle – victorious”, which may mean you want to build a team of competitive workhorses striving for #1 every day. There is a “right” answer for every practice. Once you find and define your “WHY”, it is time to engrain it into your culture, shout it from the rooftops, and achieve amazing things in 2014. As we start a new year, YT asks you to define your practice’s “WHY”. From where does the leader’s joy stem? What gives your leadership the chills? How can you make it your mantra and share it with your team? How can every pronouncement stem from that “WHY”?
From all of us at YT – we wish you a healthy, happy year to come and we hope to help those of you who are highly motivated to reach your true capacity, both in business, and in life…