Andy Lykens

Innovating and operating through growth

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Little things

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In marketing, there’s a concept called ‘positioning’ which is how consumers perceive a brand. It also informs how the brand is marketed by the company. It’s the difference in your mind between BMW and Mercedes, Trader Joe’s and Whole Foods, Nike and Golden Goose. Each of those brands holds some position in your mind, and those brands work hard to make sure they maintain that position.

Positioning can also apply to how we’re perceived in relation to others. Are we trusted and judicious? Speedy and efficient? Methodical and engaged?

Whether you like it or not, everything little thing you do builds on how you’re positioned in the minds of those you interact with. Taking the call, making the time, sharing the win. Even choosing not to interact with people affects your positioning.

I’m not suggesting you be everything to everyone – what kind of position would that be anyway? But if everything we do can make a difference in how we’re perceived by others, it’s worth being judicious with even the little things.

How hard is it really?

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That thing you’re avoiding, how hard is it really? What is the actual activity that you need to undertake?

Sending an email? Having a conversation? Raising your hand? Doing a little math?

Certainly these things aren’t hard. No one is asking you to push a boulder up a hill.

And even if they did, could you find a way to start? A lever and fulcrum. A group of allies and a meeting time.

It’s easier to predict an outcome of failure so that we have an excuse not to act than it is to actually act. And slowly, over time, the action we’re not taking slips away. And we wonder how we wound up like this.

It’s unlikely that what you’re avoiding is actually that difficult. And it’s equally unlikely that whatever outcome you’re imagining will be accurate.

If you do nothing but make excuses, you can be sure of an outcome that won’t be your idea (unless you’re very lucky).

So what are you waiting for?

Negotiations

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If you have a job, you’re a negotiator. Here are some examples:

  • Vendor contracts & relationships
  • Product sales
  • Performance reviews
  • Starting a new initiative
  • Cross-functional projects
  • Scheduling time on the calendar of a high-level person

Some of these negotiations are easy and some are hard, but they’re all scenarios where 2 or more people have different contexts and are seeking outcomes that may coincide a little, a lot, or not at all.

Being a good negotiator requires preparation and strategy. It means knowing what you want ahead of time. It means understanding what the other person wants and figuring out how to align their goals with yours. It requires being a great communicator – actively listening, precisely articulating, and diligently executing.

If you go unprepared into a situation that looks like a negotiation, don’t be too surprised if things don’t come out exactly as you’d hope (unless your goals overlap almost perfectly with the other negotiating parties).