“The Go-Giver” by Bob Burg and John David Mann

Mary Olson-Menzel: As an advisor to business leaders across the country, how did you get your start?

Bob Burg: After moving from radio/television broadcasting into sales, I realized that I knew nothing about sales. So I began to learn, searching out books, audio programs, and live events. My sales quickly began to grow, I made a study of sales and personal development (loving both!) and — fast forward — after working my way up to sales manager of a company I began showing others how to do what I found to work. Eventually I began a speaking business which over the years has focused on relationship building, influence, and people skills as they relate to sales and leadership.

Mary Olson-Menzel: We at MVP work to inspire people on a daily basis and provide counsel to our clients on many levels. Please tell us what was your inspiration for writing your books?

Bob Burg: My first book, “Endless Referrals” was written strictly for utilitarian reasons: I was advised by some fellow speakers that in order to advance my speaking career to the next level (higher fees, marketplace positioning, etc.) I needed a book. It made sense so I wrote the first one. And, they were right. But the ones I wrote after that were really because there were things I wanted to say and ideas I wanted to share with the most people possible. “The Go-Giver” (coauthored with John David Mann, who was the lead writer and a brilliant storyteller) based on a desire to share with the world a way of doing business—a way of living life—that I felt could really make a difference, and I believed that putting it in parable form was the way to connect with the greatest number of readers.

Mary Olson-Menzel: What is your advice for people trying to recruit and develop their teams?

Bob Burg: First and foremost it’s realizing that that the process is not about you, it’s about them. This is the essence of The Law of Influence from “The Go-Giver” which says, “Your influence is determined by how abundantly you place other people’s interest first.” Dale Carnegie wrote in his classic, “How to Win Friends and Influence People,” “People do things for their reasons, not our reasons.” So, as a leader trying recruit and develop, the questions that leaders first need to ask themselves include, “How does what I’m asking this person to do align with their goals, with their needs, their wants, their desires? How does what I’m asking this person to do align with their values?” When asking yourself these questions thoughtfully, intelligently, genuinely, authentically (i.e., not as a way to manipulate them into doing your will but rather to help everyone grow in the process) now you’ve created the context for their commitment. As my great friend, leadership authority, Dondi Scumaci says, “When it comes to leadership, compliance will never take you where commitment can go.”

Mary Olson-Menzel: What is your advice for young leaders?

Bob Burg: First is for them to read the above answer to number 3. This is especially important for young leaders to know since “positional authority” (a title, usually assigned from above) as opposed to “moral authority” (granted by those you are leading based on your performance in their eyes) can easily go to one’s head if they are not prepared for the responsibility. After all, as a leader, your job is not to boss others…it is to lead others; to serve others, to create an environment for them to grow. If I may also suggest the following:

• Earning trust will always be your most valuable personal asset. And, you do that by the way you commit to others genuinely and authentically. One way to accomplish this is by keeping your word, building others at every opportunity, standing for what is right, and always acting congruently with those values. As Simon Sinek says in his fantastic book, “Leaders Eat Last”, “Trust evolves once we have enough evidence to satisfy our brain that a person or an organization is, indeed, an honest {entity}.”

• Embrace the fact that leadership is never about the technology—it’s always about the people. As Geoff Colvin discussed in his terrific book, “Humans Are Underrated” the more advanced technology gets and the more that machines can do that humans cannot, the more important elements such as empathy, team-building, collaboration, and interpersonal relationships (you know, those “human things”) will become.

Mary Olson-Menzel: How is this advice different than the norm?

Bob Burg: I don’t know that it is. I think that, fortunately, more and more leaders are understanding (and sharing through their books and other teachings) that the old way of “top down” and “command and control” just doesn’t work as effectively as when you’re focused on serving those you lead. Not only are your team members not happy the old way; they are not nearly as productive. One of the most outstanding books I ever read on this topic was “Everybody Matters” by Bob Chapman, Chair & CEO of Barry-Wehmiller, a huge manufacturing firm based out of St. Louis, MO with factories and offices throughout the world. At one point, many years ago while attending the wedding of the daughter of a close friend, he realized that every single one of the tens of thousands of Barry-Wehmiller’s employees was “someone’s precious son or daughter.” And that became a responsibility he embraced with passion. The immense growth and overall success of his company since that time speaks for itself.

Mary Olson-Menzel: How can an executive use this book to build great teams?

Bob Burg: Building a great team begins with creating a culture of excellence. Leaders are using the Five Laws as a framework for their culture. The Five Laws apply not just to dealing with outside customers but also amongst the “internal customers” (and breaking down silos and others areas that stifle teamwork and growth potential). We know of many company leaders who have given the book to their leadership teams (and some who’ve given them throughout their entire companies), often forming discussion groups with a focus on applying the Five Laws to their business. Hearing about that so consistently was the inspiration for John David Mann and I adding the Discussion Guide to the revised edition of the book.

Mary Olson-Menzel: How can executives use this book to coach existing leaders to become go-givers?

Bob Burg: Until one understands that their current way of doing things is not providing them with the results they want, they most likely will not be open to learning about this (or anything else that is “different” from their already-existing beliefs). So, the first job of the executive is, through asking the most effective questions, to help the person they’d like to coach to be open to another way. Once that is the case, then it must be presented in such a way that this person understands that he or she will benefit from it (See answer #3 – it always goes back to this. It’s simply human nature.) Then, through understanding the Five Laws (including the many nuances within these Laws) they can work with this person in a way that is very productive. Follow Pindar’s methodology and encourage them to apply each Law the day they learn it and discuss it afterwards. Some of the nicest emails that John and I receive are from people who were introduced to this methodology through another person and simply didn’t realize that this was a path to success. And, that it actually was more congruent regarding how they “wanted” to be in the world.

Mary Olson-Menzel: What inspires and lights you up outside of work?

Bob Burg: I can’t really say “outside of work” because the work I do is my life. I wouldn’t have it any other way. When I am part of someone embracing an idea and running with it, and achieving great results professionally as well as an increase in happiness personally, that just totally and absolutely lights me up. I also happen to be an unapologetic animal lover, especially my rescue kitty, Calvin! (Oh, and I love Dunkin’ Donuts coffee.) 🙂

Mary Olson-Menzel: What is something unique about you that you would like to share with us?

Bob Burg: I am very, very much an introvert, which surprises…just about everyone.

Mary Olson-Menzel: What’s next for you?

Bob Burg: My awesome business partner, Kathy Tagenel, and I are continuing to offer our Go-Giver Sales Academy Live Workshops and our Certified Go-Giver Speakers Program. We will continue to develop new in-person and online learning programs. We’ve had so much fun building that and are continuing to do so. And, the newest parable in the Go-Giver Series, “The Go-Giver Influencer” will be published on April 10, 2018.