The Obvious: Everything You Need to Know to Succeed (Paperback)

1. Tell the truth. What a concept. The truth is so rarely used, it's like
a secret weapon. And it's easy to employ because we always know what the
truth is and it demands far less creativity than lying. Just think how
uncommon the truth is. How many lies have you been told today? He's in a
meeting. It's guaranteed for life. This won't hurt a bit. Your call is
very important to us. Wouldn't it be nice if every one of those was the
truth instead? He took the day off. The guarantee only covers major
repairs. Let me know if it hurts and I'll stop. You're better off sending
us an email than waiting for customer service. How powerful is the truth?
It can make ugly beautiful. One of the most famous ad campaigns ever was
done by agency Doyle Dane Bernbach for the VW Beetle using headlines like
"It's ugly but it gets you there," "Think Small," and "Lemon," candid
appeals to people who were tired of over-promises from Detroit automakers.
All it did was change the car business forever.
2. An excuse is not a reason. No one really wants to hear about why you
didn't do what you said you'd do. The shipment that arrives a day late is
still late even if you had a flat tire on your way to the UPS office.
Don't give excuses. Don't try to explain away mistakes. If there's a
legitimate business reason why something didn't go as it should, state it,
simply and clearly. Then go about the business of fixing the error.
3. Apologize. Another underutilized tool of life and business. You're
going to do something wrong. Today, tomorrow, next month. You can refuse
to admit it, arrogantly claiming to be right despite the contradictory
evidence or you can accept reality and acknowledge your error. I'm sorry.
Amazing how difficult it is for us to stay mad or disappointed with someone
who says, I'm sorry. I'm sorry I misunderstood the specs. I'm sorry I
spoke to you so impatiently. I'm sorry I was late for the meeting. Try
it. It works. It is, after all, the truth (see above).
4. Take responsibility. Just say, I will do it. Those four words will
separate you from the pack. Most people will not do it. Most will dodge
or duck the challenge. Most would rather avoid being measured. Most
would rather tell someone else how to do it. Most would rather not do the
hard work. But the few who do it inevitably become the bosses of those who
don't. Be Lou Gerstner who took over IBM when it appeared doomed to be
passed by the new tech giants. Be Steven Jobs who stepped back into the
fray at Apple, under siege on all sides, to save his creation. Or just be
the guy who straightens out the mess in the shipping department.