WEBVTT 1 00:00:09.045 --> 00:00:13.510 So we've talked about the first question, why do we do what we do, the core purpose. 2 00:00:13.510 --> 00:00:18.550 The second question that we've discovered as part of these visions that really 3 00:00:18.550 --> 00:00:23.170 compel people and create a shared sense of direction, the second question that you 4 00:00:23.170 --> 00:00:29.940 have to be able to answer for your team is, what does success look like. 5 00:00:29.940 --> 00:00:35.660 Some organizations that I've worked with call this their definition of victory or 6 00:00:35.660 --> 00:00:37.970 their definition of success. 7 00:00:39.190 --> 00:00:41.690 I'm going to share with you a couple of examples. 8 00:00:41.690 --> 00:00:45.960 And just like the former question, then I'm going to ask you to, for your team, 9 00:00:45.960 --> 00:00:50.870 think about what does success look like and how clearly is that defined today. 10 00:00:52.430 --> 00:00:54.730 So here's an example of a core purpose statement. 11 00:00:54.730 --> 00:00:57.370 This organization answered the first question, 12 00:00:57.370 --> 00:00:59.950 why do we do what we do as follows. 13 00:00:59.950 --> 00:01:05.070 To prevent and alleviate human suffering in the face of emergencies 14 00:01:05.070 --> 00:01:10.132 by mobilizing the power of volunteers and the generosity of donors. 15 00:01:10.132 --> 00:01:13.900 And guesses as to what organization this is? 16 00:01:15.210 --> 00:01:19.970 This is ultimately, still to this day, the American Red Cross, 17 00:01:19.970 --> 00:01:27.200 who operates globally when there are events that cause human suffering. 18 00:01:27.200 --> 00:01:30.120 And their purpose is to prevent and alleviate 19 00:01:30.120 --> 00:01:36.010 that human suffering by mobilizing their resources, both people and money. 20 00:01:36.010 --> 00:01:39.860 But what's really interesting about the American Red Cross as a global 21 00:01:39.860 --> 00:01:44.690 organization is how they've defined success for 22 00:01:44.690 --> 00:01:47.910 the organization, for the teams within that organization, and 23 00:01:47.910 --> 00:01:52.230 ultimately the employees that choose to be part of this organization, 24 00:01:52.230 --> 00:01:55.719 as well as all the partners that work with the American Red Cross. 25 00:01:57.170 --> 00:02:01.520 This is how the American Red Cross has answered the question, 26 00:02:01.520 --> 00:02:03.550 what does success look like. 27 00:02:03.550 --> 00:02:06.320 I want you to think about the organizations that you either work in 28 00:02:06.320 --> 00:02:07.940 today or that you worked in before. 29 00:02:09.050 --> 00:02:14.100 Were those organizations as crystal clear as the American Red Cross about defining 30 00:02:14.100 --> 00:02:15.660 what success ultimately looked like? 31 00:02:15.660 --> 00:02:19.920 The American Red Cross, through its strong network of volunteers, donors, 32 00:02:19.920 --> 00:02:23.590 partners, is always there in a time of need. 33 00:02:24.600 --> 00:02:28.320 We aspire to turn compassion into action so that. 34 00:02:28.320 --> 00:02:32.805 And this is the really important piece of what the American Red Cross is doing here, 35 00:02:32.805 --> 00:02:37.701 is they're defining for all of their various stakeholders, their, quote, 36 00:02:37.701 --> 00:02:40.770 unquote, customers, what success looks like. 37 00:02:40.770 --> 00:02:44.420 So for all people affected by disaster across the country, 38 00:02:44.420 --> 00:02:47.770 around the world, that they receive care, shelter, and hope. 39 00:02:49.600 --> 00:02:53.110 Our communities are ready and prepared for disasters. 40 00:02:54.660 --> 00:03:00.610 Everyone in our country has access to safe, livesaving blood and blood products. 41 00:03:01.730 --> 00:03:05.990 All members of our armed services and their families find support and 42 00:03:05.990 --> 00:03:07.940 comfort whenever needed. 43 00:03:07.940 --> 00:03:12.030 And, finally, in a time of emergency, there are always 44 00:03:12.030 --> 00:03:16.500 trained individuals nearby, ready to use their Red Cross skills to save lives. 45 00:03:16.500 --> 00:03:23.630 I want you to think about what you see here. 46 00:03:23.630 --> 00:03:26.920 How is the American Red Cross defining its vision 47 00:03:26.920 --> 00:03:28.800 of what success ultimately looks like? 48 00:03:30.090 --> 00:03:34.443 One key point is they're defining each of their stakeholders, 49 00:03:34.443 --> 00:03:37.748 whether it's the people affected by disaster, 50 00:03:37.748 --> 00:03:42.260 whether it's the communities they work in, their home country, 51 00:03:42.260 --> 00:03:47.742 members of the armed services, again people affected by emergency or the people 52 00:03:47.742 --> 00:03:52.920 who need to go to these emergencies to help the folks who are in a time of need. 53 00:03:52.920 --> 00:03:56.412 It identifies all the various stakeholders, but then it goes one step 54 00:03:56.412 --> 00:04:00.138 further, which is to say, if we are successful as the American Red Cross, 55 00:04:00.138 --> 00:04:03.120 then what is true for each of those stakeholders. 56 00:04:03.120 --> 00:04:06.974 So for the people affected by disaster, they receive care, shelter, and hope. 57 00:04:06.974 --> 00:04:10.640 For the communities that we work in, they are ready and prepared. 58 00:04:12.160 --> 00:04:17.110 For people, everyone in our country, they have access to blood and blood products. 59 00:04:17.110 --> 00:04:22.230 So they're defining what this vision of success ultimately looks like. 60 00:04:22.230 --> 00:04:28.300 In historical military terms, commanders often called this the commander's intent. 61 00:04:28.300 --> 00:04:32.490 They knew that when soldiers got onto the battlefield, lots would change. 62 00:04:33.860 --> 00:04:35.400 Everything they had planned for, 63 00:04:35.400 --> 00:04:37.860 there would always be something that was uncertain. 64 00:04:37.860 --> 00:04:40.900 And so they talked about a commander's intent as being the vision for 65 00:04:40.900 --> 00:04:46.060 ultimately what success looked like, so that when the soldiers went to battle, 66 00:04:46.060 --> 00:04:52.890 they ultimately could figure it out in times of changing markets or changing 67 00:04:52.890 --> 00:04:58.310 resources or changing environment, but they still had a vision for 68 00:04:58.310 --> 00:05:02.360 what success looked like at the end of the day and they could adapt accordingly. 69 00:05:02.360 --> 00:05:05.640 And that's why it's so critical, so important that you answer this second 70 00:05:05.640 --> 00:05:09.800 question about what does success ultimately look like. 71 00:05:09.800 --> 00:05:12.930 I would encourage you to go around to all of your team members, 72 00:05:12.930 --> 00:05:16.110 even if you're not the formal leader of that team, and 73 00:05:16.110 --> 00:05:20.450 ask them, do you have a clear understanding of what success looks like, 74 00:05:20.450 --> 00:05:24.160 if we're successful, what does our world look like, for our customers, for 75 00:05:24.160 --> 00:05:27.670 our employees, for any other stakeholders that you might have, and 76 00:05:27.670 --> 00:05:29.700 see if you can get clear answers to that question. 77 00:05:29.700 --> 00:05:34.730 And if you cannot, that presents an opportunity for you to then go engage with 78 00:05:34.730 --> 00:05:40.750 those team members and work together to define what success looks like. 79 00:05:40.750 --> 00:05:42.180 Let me give you another example. 80 00:05:42.180 --> 00:05:43.490 We've done the American Red Cross. 81 00:05:43.490 --> 00:05:46.793 Now let's go to a for-profit example. 82 00:05:46.793 --> 00:05:49.480 This is again back to 1950. 83 00:05:49.480 --> 00:05:52.760 We've talked about this company, so now you'll know it. 84 00:05:52.760 --> 00:05:54.550 This is again from a historical document. 85 00:05:55.780 --> 00:05:59.372 With the company articulating if we're successful as a company, 86 00:05:59.372 --> 00:06:00.950 here is what the world will look like. 87 00:06:02.250 --> 00:06:03.620 Here is what they said. 88 00:06:03.620 --> 00:06:06.500 We will experience the sheer joy of innovation. 89 00:06:06.500 --> 00:06:08.260 Let me stop there. 90 00:06:08.260 --> 00:06:11.100 How many of you have ever worked in a team, a company, 91 00:06:11.100 --> 00:06:15.090 an organization where that company was about the sheer joy of anything? 92 00:06:16.720 --> 00:06:21.750 In this company, ultimately Sony, their first statement about 93 00:06:21.750 --> 00:06:26.470 if we're successful was, we will experience the sheer joy of innovation. 94 00:06:27.570 --> 00:06:30.510 And to continue, the application of technology for 95 00:06:30.510 --> 00:06:33.750 the benefit and pleasure of the general public. 96 00:06:33.750 --> 00:06:36.710 We will create products that become pervasive around the world. 97 00:06:36.710 --> 00:06:39.810 We will be the first Japanese company to go into the U.S. 98 00:06:39.810 --> 00:06:42.160 market and distribute directly. 99 00:06:42.160 --> 00:06:43.980 We will succeed with innovations that U.S. 100 00:06:43.980 --> 00:06:46.800 companies have failed at, such as the transistor radio. 101 00:06:46.800 --> 00:06:47.540 Remember this is 1950. 102 00:06:47.540 --> 00:06:51.150 If you do not know what a transistor radio is, 103 00:06:51.150 --> 00:06:53.805 you should go search on the Internet to find out. 104 00:06:53.805 --> 00:06:56.750 Fifty years from now, our 105 00:06:56.750 --> 00:07:01.410 brand name will be as well known as any in the world and will signify innovation and 106 00:07:01.410 --> 00:07:04.780 quality that rival the most innovative companies anywhere. 107 00:07:04.780 --> 00:07:10.290 Important, Made in Japan will mean something fine, not something shoddy. 108 00:07:10.290 --> 00:07:14.210 Again, if we think about this vision of what success looks like, 109 00:07:14.210 --> 00:07:19.860 I would say Sony was pretty successful in their pursuit of 110 00:07:19.860 --> 00:07:25.398 that vision of success, and their answer to the second question, 111 00:07:25.398 --> 00:07:29.570 which is if we're successful, what will the world look like. 112 00:07:29.570 --> 00:07:31.170 What's our definition of success?