Not everybody can

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“Anybody can pour a cup of coffee, rent out cars, sell pairs of jeans. Except, of course, they can’t. The [businesses] that are the best at these things take ‘anybodies’ off the street and make them their own ‘somebodies”

I found this quote, by Alex Frankel (from his book Punching In: The Unauthorized Adventures of a Front-Line Employee), in a great post by John Moore from the Brand Autopsy Blog. Here is another part from the post that talks about the same point:

Turns out the quality of the employee is the difference-maker between an energetic store and a lifeless one. It can also make the difference between a loyal customer and an infrequent customer.

I really like these quotes because they touch upon a few powerful ideas I really believe in. More than anything else, it means that not everybody is equipped to do every job. I know it is not popular to say this, but we are not equal. And I mean this in the most wonderful way possible. Yes, most people can do any work, but they can’t excel at everything. They can’t create Art in the Seth Godin sense of the word. And excellence and Art is what is needed to create true engagement.

I can pour and prepare coffee. But I will never make connections with a customer in a way that makes him feel good about him or herself. And while I am sure I will make a very good employee and do everything needed, be on time and whatever else the “rule book” says, I will never be able to do the things that really matter in such a situation. I can learn how to “talk the talk” with customers, but inside, I would never “walk the walk”. I will never truly enjoy such an engagement with strangers. It is not in my character or personality. But others can. It doesn’t say anything bad about me or them. It just the wonderful differences between us.

A manager’s job is to make these connections between roles and people and in a way that contributes to the employee’s sense of self and to the goals of the business. It starts by choosing good people but it continues into listening to them, talking to them, asking the right questions and helping them find their strengths and flow.

Do that and the customers will follow.

Elad

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