One of our favorite publishers, Berrett-Koehler, just released the 10th Anniversary Edition of The Secret: What Great Leaders Know and Do—the first book I coauthored with Mark Miller.
The message in The Secret is as powerful in today’s increasingly complex world as it was when it was published ten years ago: You can serve without leading, but you can’t lead without serving. I’ll be blogging a few times over the next several weeks about each element of the SERVE model we present in the book.
To begin, the S in SERVE stands for See the Future. As leaders of a group, department, or organization, we must have a compelling vision of the future. This compelling vision stirs the passion not only within us but also within the people we serve. It tells everyone who we are, where we are going, and what will drive our behaviors.
Sheldon Bowles, a friend and coauthor, provides one of my favorite examples of a man with a clear vision for his company. Sheldon is one of the founders of Canada’s DOMO Gasoline company.
Many years ago when gasoline companies were all shifting to self service gas stations, Sheldon decided that it would be the perfect time to go into the full service business. He loved to venture where there was no competition—and full service would be DOMO’s market differentiator. He knew people didn’t go to gas stations for enjoyment; they went for a specific reason and wanted to get in and out as quickly as possible.
Sheldon decided to create an experience for the customer when they pulled into a DOMO station, and the pit stop of the Indianapolis 500 race served as his inspiration. He hired mothers, retirees, and others who were interested in working part-time and dressed them in red jumpsuits.
When a customer drove in to one of the stations, attendants would race toward the car, pump the gas, look under the hood, clean the windows, and take the payment. The values that drove everyone’s behavior were safety, speed, and fun. As the customer drove away, they were handed a card that said “P.S.—We also sell gas.” As a leader, Sheldon had a clear picture of the future and communicated it effectively to his people.
What’s your vision of the future? Is it compelling? Have you shared it with your team?
I look forward to sharing more about the SERVE model in future blogs. If you’d like to learn more, join Mark Miller and me on Monday, September 29 at 11:00 a.m. PDT/2:00 p.m. EDT when we will host a free webinar on the key concepts of The Secret.