Don Jack builds a time machine.
With some regularity, we had been attending those lavish buffets where you can easily lump on two stones in weight. Company wrap-up celebrations where the talk was how "John sold out for millions", "Dave's been taken over", or "I wanted you to be the first to know, we're retiring early".
My first thought: brilliant, good for him he deserves it, worked hard, made it big. My esteemed clients would recount how we first met when all they had was a desk and a phone or just one tiny part of a market they would go on to dominate. For my part, in those days, I guess I thought I was selling design, creativity, raw talent and enthusiasm. As it turns out, that wasn't the case after all.
You ask anyone where they want to be in 5 years (as I regularly do), we can predict the likely answers. After all, what honest person doesn't want to increase their personal wealth, build a collection of fancy toys, extend their portfolio of fabulous properties, win the admiration of friends and family and remain in good health. What did I miss? They'll tell you they want stability, success. Press them, just a wee bit, and to a man or woman, they will distil their thoughts down to one thing. What they wanted, what they got, was that most precious of all resources: TIME. It was somewhat gratifying, to see these guys, still in their prime, kicking back on such handsome payment that it affords them at last, time to do whatever they want, wherever they want, whenever they want.
It occurred to me then that over the years, what we were providing to these captains of commerce was more significant than even I could have imagined. Not the robust and effective, self-perpetuating branding solution that devoured the marketplace. Or creative marketing that moved people and product. Nor the carefully considered response mechanisms or communications that would engender or accelerate customer response. Yes, these were the deliverables, but cogs in a great big time machine of which David Tennant would be proud. Saved seconds that would amount to hours, years.
More than increased effectiveness or profitability, more important than image or style. Beyond all of this, our intervention allowed our clients to make regular deposits into their time bank. Some would make withdrawals along the way as we helped to articulate their corporate aspirations and leverage their rise to success. But, it seemed clear to me now, these and others will continue to cash in their time credits, commonly ahead of expectation, trading their business status for time. Time that they will spend with their friends and family, on individual interest, or perhaps for the first time, on themselves.
So when you ask me, what do I do?
My first thought: brilliant, good for him he deserves it, worked hard, made it big. My esteemed clients would recount how we first met when all they had was a desk and a phone or just one tiny part of a market they would go on to dominate. For my part, in those days, I guess I thought I was selling design, creativity, raw talent and enthusiasm. As it turns out, that wasn't the case after all.
You ask anyone where they want to be in 5 years (as I regularly do), we can predict the likely answers. After all, what honest person doesn't want to increase their personal wealth, build a collection of fancy toys, extend their portfolio of fabulous properties, win the admiration of friends and family and remain in good health. What did I miss? They'll tell you they want stability, success. Press them, just a wee bit, and to a man or woman, they will distil their thoughts down to one thing. What they wanted, what they got, was that most precious of all resources: TIME. It was somewhat gratifying, to see these guys, still in their prime, kicking back on such handsome payment that it affords them at last, time to do whatever they want, wherever they want, whenever they want.
It occurred to me then that over the years, what we were providing to these captains of commerce was more significant than even I could have imagined. Not the robust and effective, self-perpetuating branding solution that devoured the marketplace. Or creative marketing that moved people and product. Nor the carefully considered response mechanisms or communications that would engender or accelerate customer response. Yes, these were the deliverables, but cogs in a great big time machine of which David Tennant would be proud. Saved seconds that would amount to hours, years.
More than increased effectiveness or profitability, more important than image or style. Beyond all of this, our intervention allowed our clients to make regular deposits into their time bank. Some would make withdrawals along the way as we helped to articulate their corporate aspirations and leverage their rise to success. But, it seemed clear to me now, these and others will continue to cash in their time credits, commonly ahead of expectation, trading their business status for time. Time that they will spend with their friends and family, on individual interest, or perhaps for the first time, on themselves.
So when you ask me, what do I do?
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