What makes a successful business thrive? That’s what eight out of 10 new entrepreneurs would like to know because their businesses fail within the first 18 months, according to Bloomberg.
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Adam Witty has managed to turn plenty of heads in the business community as founder and CEO of Advantage Media Group, an international publisher of business, self-improvement, and professional development books and online learning.
Witty, who was selected for Inc. magazine’s 30 Under 30 list of “America’s coolest young entrepreneurs” in 2011, says creating the right environment is crucial for success. The magazine also featured his company in its top 500|5,000 list of the Fastest Growing Private Companies in America for 2012 and 2013, when the company ranked No. 42 in Media and No. 36 for Top 100 South Carolina Companies.
“You don't have to be a business guru to recognize when a business is firing on all cylinders, that everyone is putting their skills to maximum use, working together, and actually having a good time,” says Witty, a speaker and consultant, and the author of five books. “How to create that chemistry—that’s the question.”
Start with a little character detective work, he advises. “Of course, you need folks with the right qualifications who are willing to bring their A-game every day—that’s crucial. But there are also character traits to look for: a positive, can-do attitude, for instance. If a person doesn’t fit in the mix, not only will he or she be less likely to bring their best, they can also compromise everyone else’s game.”
Witty talks with Quality Digest (QD) about what it takes to get that hum every CEO wants, both in the office and in one's respective industry.
Staff your team with A-players; they’re worth the wait.
Witty: An A-player is someone who brings all of the necessary qualifications to the table—perhaps more than you were expecting—and that something extra as a human being. Of course, that isn’t always readily apparent during a 45-minute interview; it can take time to see the true colors of a talented individual. This speaks to the importance of having an intuitive hiring manager, which may be a small business’s CEO. Also, it’s important to have A-players who put the team first. Egomaniacs who can’t collaborate can grind productivity to a screeching halt.
QD: How do you get the daily grind done while you’re waiting to discover these A players? How do you make the best use of the “B” players?
Witty: You need to exit the B or C players as quickly as possible. Immediately open an account on The Resumator, post every key position in your company, and apply a 365/7 recruiting philosophy. You should always be looking for A players, whether a position is open or not. Furthermore, you need a virtual bench. If someone leaves your company on his choice, you need to have a few A candidates in mind whom you can immediately reach out to. Most companies approach hiring and recruiting reactively. The goal is to be proactive. In regards to dealing with current B players, sit down with them, confront the brutal facts, and give them a 30- to 90-day window to elevate to A level or exit the business. You will be surprised how many people would rather just throw in the towel.
The importance of having fun
Witty: Having fun not only helps your team do well, it’s also a sign that you’re doing things right. Where fun and work meet is the understanding from employees that they’re making a difference. You want a team of individuals who are motivated by the “why” of what they do. Fun at work means having energy and enthusiasm while tending to the tasks at hand.
QD: Again, how do you balance fun with slogging reality? What are some examples that have worked for you?
Witty: Business can be a grind, if you let it. Despite the numerous daily challenges in any business, the job of leadership is to find the rays of sunshine in an otherwise cloudy afternoon and call attention to it. Celebrate the victories, even if they are small. Run contests all the time; they don’t just have to be for sales. Recognize people, and encourage peer-to-peer recognition. We have something called “Caught in the Act of Greatness.” These are low-cost things that can go a long way in lightening up the environment and making work fun. Finally, continually beat the drum of the company’s values, mission, and vision, and constantly tie it back into the work that people are doing every day. Make sure you point out how their daily work is making a difference.
QD: How do older, well-established companies imbue their culture with fun and creativity? In other words, if a more staid culture works for that particular company, should it be changed?
Witty: There is no one-size-fits all culture. Each company has a unique culture. In most respects, the culture is created in the organization by default, not design. This is a huge mistake and lost opportunity for the company. The most important thing to remember is that culture is not ping-pong tables and beer Fridays, as some people would have you believe. Culture is a business environment where there are clear mission and values, where team members are clear about their responsibilities and how their contributions effect the whole, and where accomplishments are celebrated and recognized—and everyone is nurtured, cared for, and loved.
Make employees and clients your extended family
Witty: A family environment significantly facilitates a team mentality, especially for those quiet geniuses who like to keep to themselves because they’re shy. But why stop there? Extend the love to clients, suppliers, and other crucial components of the business. Without these folks, your business couldn't survive.
QD: Do you have any specific suggestions? There are only so many company picnics possible before they begin to feel forced. What practical daily techniques can reinforce the family feeling?
Witty: How about this: love your people. How do you do that? Communicate with them, open and honestly. Tell them how they are doing, good and bad, all the time. Always ensure they know where they stand. Most important, leaders should always let their people know they are looking out for them and that they want them to be successful. Do fun company outings. During the summer, we do departmental harbor cruises. Trust me; a cocktail party on a boat never feels forced. Hold an annual client conference or customer appreciation event. This allows your employees to connect directly with your clients and see the impact of their work.
Direction: understanding the why; encouraging difference makers.
Witty: Our team members are driven by the “why” of what we do. The right content in the right person’s hands at the right time can change the world forever. We believe in sharing stories, passion, and knowledge to guide and help others learn and grow.
QD: Can you elaborate a bit on the “difference makers?”
Witty: Most employees feel unsatisfied in their careers. Why? Because the company hasn’t spent the necessary time and energy “connecting the dots’ for the employee and pointing out exactly how her work, day in and day out, is making the world a better place for clients. And, they haven’t connected the dots about how their client’s success is making a positive impact. This doesn’t cost anything to do. And no, employees don’t always figure it out on their own. You have to point it out! Always begin company meetings with a focus and discussion of the why of the company. Have signs and quotes littered throughout the building amping this up.
Commit to lifelong learning
Witty: Seek to uncover and promote the leader in every one on your team by encouraging all members to follow a path of personal and professional development. With increased knowledge, experiences, and skills, people lead a more fulfilled life, which can profit everyone within a working environment.
QD: How do you recognize employees’ strengths, encourage their development, but use them together for practical, specific ends?
Witty: The company should direct the professional development programs they offer (or the reimbursement or payment of professional development) toward skills that employees can acquire that will directly improve their performance in their jobs and make an impact in the position.
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QD: How does all this help organizations get and retain customers?
Witty: "Very simple. Happy employees take care of their customers. Happy customers that are taken care of refer new clients, pay their bills, and contribute to the profitable growth of the company. Team member happiness leads to client success, which leads to profitable growth.
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