Every Company Needs a Powerful "WHY"
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Why do top players join one team over another?
Think about the relationships in your life. There are reasons why you’re in each of those relationships. It’s more than having something in common. From family members to friends, each person in your life provides value, meaning, and security. As an organization, you need to do the same.
I love using sports analogies because they do an excellent job of illustrating what happens in the business world.
So, why do NBA, NFL, or soccer players join teams? Pro athletes have short careers. Most are retired by 30-35 years old, and many don’t last that long, and many of them are done playing by the time they are 35. So, if you are a top performer, then it is important to choose the right team at the right time.
Great pro sports teams and companies connect a superstar’s WHY with their opportunity. They connect with the top performer’s heart.
Here is what it usually takes to lure in one of these whales:
Winning Culture: Winners want to be with winners because people who share your passion and have a history of achievement help you get better and win championships. They know they have a limited time to achieve greatness, and don’t want to waste years on an average team.
Team Culture: Top players want to bond with others on their team. They don’t fly solo. Self-centered people need to be avoided because their short-term gains often turn into huge losses. Match new players with your existing team so everyone feels valued, respected, and heard.
Coaching Excellence: Superstars know they need great coaches to grow. They want to play for coaches who have a proven track record of developing people to reach their full potential.
Location: Some top players want to work in your office every day, whereas others want to work from home or travel part or most of the time. Some may want to live in a particular city due to family, friends, or lifestyle. Connecting on location can be part of your WHY.
Money: Compensation is important, but it is secondary for the best players. They want to be paid well, but they won’t gamble with a new team unless your WHY convinces them to leave the security of the team they’re on.
How do you apply this to your organization?
Here are three ways to connect with superstars on WHY they should join your team:
First, be prepared to tell true stories of why your company culture is awesome and will value new team members for their contributions.
Second, have more examples or before-and-after stories that paint a compelling picture of how your company is improving the lives of your customers and how a new superstar’s work will contribute. This includes stories where your team failed, or performed lower than you would like, but the superstar can be the team-oriented catalyst to a better result.
Third, put the players’ wants, needs, and aspirations first as you engage them in your tryouts. What will they gain by joining your team, and how will they grow in the future?
Creating a strong WHY for potential players convinces top talent to consider leaving their existing team for your opportunity. It is a requirement for you to continually develop and maintain a championship team.
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