The Importance of Process

Have a Process

As you can gather by now, the recurring theme throughout this book is "have a process." It can seem tedious at times, but the multitude of benefits on the other side of development and deployment are worth the effort.

As things come together for you - identifying and addressing gaps - things fall into place like a perfect game of Tetris. You are building something different, better and proprietary. The congruency you display, by backing up your statements of "having a process" by actually having one, puts additional distance between you and the pack. Still, in the pursuit of balance, don't let yourself tip too far over into the science of building a business - remember the art. It is one thing to not "go through the motions" when it comes to best practices and standard operating procedures, you also need to combine it with your calling as a professional with a purpose. Your process gets enhanced by your standard of care. You have standards - meaning you standardize - but also you set the bar high because you care. You care, so you take good care. It's not a play on words. You care about your clients, you care about your team, and you care about the reputation, legacy and personal fulfillment that comes from a balanced life well-lived. Respectfully, you aren't heading down a path where you will die at your desk because your sole obsession was with making money. That's not what will define you. Instead, you are tracking in a direction that Tom Peters would refer to as In Search of Excellence - personally and professionally.

This chapter is all about Total Client Engagement which, in a nutshell, means:

• You competitor-proof your clients by insulating them from external forces.
• You gain their full empowerment as their life unfolds and needs evolve.
• You consistently convert clients into referral-generating advocates.

All of which contributes to your fulfillment, productivity and enterprise value.

Reap the Compounding Benefits

Look at how all of those benefits cascade down to what you are building. Every investment of effort adds momentum towards your primary motivation - a balanced and well-rounded life.

The question you have to keep asking yourself and your team members is, "do we deserve all of that?" Based on the way we conduct ourselves, do we deserve their loyalty? Do we deserve their continual empowerment, and do we deserve their introductions? We encourage you to put a simple "respectful nag" on your desk or the wall in your boardroom. A subtle, gentle nudge on the desks of your team members or a prominent declaration on a wall that your team, clients, prospective clients and strategic partners can see, saying only this:

de/serve

You'll recall that the word "deserve' stems from the Latin words "to serve." That will keep the concept of merit squarely in your mind and heart on a daily basis and can create an intriguing conversation started by your guests. They are sure to look on your wall and ask, "What's with that?" giving you the permission to explain your core code of conduct.

Again, service is brought to life in reactive forms based on your standards of care - your philosophy - and they are brought to life in proactive forms by your standard operating procedures - your process.