I’ve had many aspiring entrepreneurs express frustration over their inability to gain traction in the marketplace with their products or services. Sometimes they tell me that others in their organizations won’t take them seriously. I can remember my early days in business – especially during my twenties – when I was treated like a little boy and being patted on the head periodically. I would work my tail off only to have the client want to talk about his property with our CEO and not me. At times it felt downright condescending.
I finally (and painfully) realized that everyone at my age was experiencing the same thing and much of this treatment was simply a function of youth. But the other lesson I learned was that of credibility. While there are many elements to credibility there is a primary formula that I discovered.
Results + Consistency = Credibility
Let’s break this down further. Results do not necessarily correlate with effort. Yes, I like members of our team to work hard and make a great effort but that doesn’t mean the job gets done. There were times in the past where it was difficult to terminate an employee because I knew that person had given his all and no one had worked harder. Unfortunately, even with all of the blood, sweat and tears this person still wasn’t getting the necessary results. It was kind of like studying diligently for an exam in school and still getting an F. The professor really didn’t care about the three all-nighters; only that in the end the answers were wrong.
Results are produced through a combination of skill, perseverance, creativity, timing, risk management, training, attitude and yes, effort. If any aspect of this combination is out of whack we might fail or barely produce an acceptable outcome. This leads us to the second factor in the formula – consistency.
Here’s an obvious statement. When we are hit or miss with our results we are thus inconsistent which damages our credibility. The goal is always to produce high quality, consistent results. How does McDonald’s turn out the same identical hamburger no matter what store we visit? It’s accomplished through a fanatical adherence to specific standards and delivered through comprehensive systems and processes. McDonald’s uses the very same equipment at every location. They purchase in bulk the ingredients used to make the hamburger and are extremely exacting in their specifications for the quality and composition of these ingredients. Employee training is intense and standardized. Quality control measures are baked into their culture. Everything they do is geared to providing a consistent high quality customer experience.
When we can “McDonaldize” our operations we greatly improve our chances to achieve consistency. But it’s not enough to just be consistent. There are some companies that are consistent . . . they are just consistently terrible. For example, why is it that so many of the cable television providers receive consistently terrible customer service ratings? Ditto the U.S. Postal Service? When I send a document via FedEx or UPS I know that it will arrive exactly when it is supposed to. But a similar delivery by the USPS has always been consistently inconsistent for me. I speculate that this may have something to do with business models and customer focus. A business model that is designed around selling a product or service – i.e. cable TV or overnight letters, is less likely to generate consistent quality results. By contrast, an enterprise dedicated to delivering an amazing customer experience is more likely to far and away be the winner.
Our credibility is built on a foundation of producing consistent high quality results. Implementing strong systems and processes focused on wowing the customer helps maintain our hard-earned credibility.
This blog is being written in tandem with my book, “An Entrepreneur’s Words to Live By,” available on Amazon.com in paperback and Kindle (My Book), as well as being available in all of the other major eBook formats.