43- 3 Tips for Success from Sportscaster Gerry Sandusky

Did you miss last month’s NAIOP MD holiday event? Don’t worry, I’ve recapped some of Baltimore Sportscaster Gerry Sandusky’s inspiring message below. His one-hour talk was filled with inspiring ideas for everyone, and my top three take-aways are:

• Never Measure with a Crooked Yardstick
• Change is an Event, not a Process
• Support your Brand

Never measure with a crooked yardstick

Sandusky told a touching story about going fabric shopping with his mother when he was younger. He patiently watched his mother as she picked through the yard sticks in the container, looking for the perfect one to measure the fabric she was going to purchase. When he asked why it was taking her so long, she replied, “Never measure with a crooked yardstick.” Sandusky went to explain that if one were to sew clothes with fabric measured with a flawed yardstick, they would look good from the outside, but something would feel off on the inside.

As I listened to Sandusky I was struck by the implications of his story. With the advent of social media and photoshop it is easy to look good from the outside. However, if you don’t start with something genuine and true, something will feel “off.”  In a room of 300+ people looking to make deals at the NAIOP event it can be difficult to stand out. I met over 30 people at the 3-hour event. The people who stood out in the crowd were genuine about their interests, passionate about their ideas, and engaged in their mission. 

Every professional chooses what they show the outside world.  Identification of your Personal Brand (more on this below) will help define how and where you want to fit into business space, and allows others find you in the crowded sea of people. When you are moving forward in the business world, ask yourself if you are you showing your authentic self, or are you showing clients the Instagram version that you think they want to see? Your objective in business should to build relationships, not get likes and build followers.  So be careful you’re not measuring with the wrong yardstick.  Instead of worrying if others will like what they see, be your genuine self.  You are enough. When you try to be someone you aren’t something will feel off inside, you will feel uncomfortable, and clients will notice. Instead, measure yourself with a straight yardstick, get the fit right on the inside, and then on the outside you’ll naturally engage people with authentic conversation to make meaningful connections.

Change is not an event, it is a process

Sandusky shared a fascinating fact; the average NFL roster has 95% turnover every three years. What a great example of how teams drive success through the process of change! He went on to explain the six- step process of change: Disbelief and Denial, 2) Emotional Peak, 3) Uncertainty, 4) Acceptance and Vision, 5) Action, and 6) Integration.

Change starts with Disbelief and Denial. Most people naturally don’t like change.  They will even go out of their way to avoid it, so their first response is often skepticism and resistance. Once they realize that it’s inevitable, there is an Emotional Peak. This is seemingly a universal response that is hard-wired in our DNA.  Perhaps the peak is positive, and there is excitement and enthusiasm surrounding the change.  Sometimes it’s negative and resentment ensues.  Regardless of that peak emotional response, the next step is always Uncertainty. If you are a leader this is the beginning of the most critical part of the process.

Change is always difficult for employees, and uncertainty should be countered with reassurance quickly and often. When people feel uncertain, their brain chemistry changes and the limbic system takes over. The limbic system controls basic human emotions such as fear, anger, and pleasure. While it is part of what makes a person human, decisions guided by the limbic system are fast and decisive (fight or flight!).  During a time of change, rash and emotional decisions can be harmful to a company’s bottom line. To keep employees from reacting emotionally to the change, a clear, confident vision needs to be provided. If the vision is strong it will quickly lead to Acceptance. However, if the vision is unclear, missing, or weak, unrepairable damage can occur. Often, team members feel stressed and unappreciated during times of change, which could result in a loss of loyalty and turnover. Clearly and confidently communicating your authentic vision during change will result in faster integration, happier team members, and less turnover. 

The fifth step is Action. Implementing different tools or processes is the heart of change. For your team to successfully take action you must provide them with the skills and support needed for success. With that, the next step of Integration comes naturally.  Sandusky stated that true integration comes when doing it the “new way” feels like the “old way.” In fact, you can’t even remember the old way.

While the process of change can be intimidating, consider how effective good communication and strong vision can be.  And be thankful that most of our rosters don’t have 95% turnover in 3 years!

Support your Brand

One of Sandusky’s last topics was branding. Instead of focusing on corporate branding, as trade group meetings do, he focused on personal branding. To be successful you need to develop and support your personal brand. True to the previous yardstick discussion, deciding how you want to identify yourself and stand out in your industry is critical.  Once you’ve self-actualized the kind of business-person you want to be and identified the areas you are genuinely interested in, paths to make big impacts in those areas will be easily uncovered. 

Start with a straight yard stick; be honest with yourself about what you’re all about, and then be all about it!

Throughout my career I’ve found three things to be true: 1) Business is about people, 2) People work with people they like, and 3) People like consistency. This is why Sandusky’s words made such an impact on me.  By keeping my personal brand clear and consistent I’ve been able to develop strong long-term relationships that have lasted because they were developed from mutual interests in my brand’s core values.

Your personal brand is more than just the way you are seen in the industry. It is your way of communicating your core values and purpose to the outside world. When your personal brand is engaging and consistent, success will follow. Your time is limited, so take advantage of opportunities that are consistent with your own brand and say, “No Thanks!” to those that aren’t.  This includes involvement with different organizations. If you are a real estate professional there are many trade groups you can join. While many can provide business value through networking or learning opportunities, the one(s) that provide the highest value, and the ones you’ll naturally be more engaged with, are the ones most consistent with your personal brand.  

For example, if you feel strongly about living a green lifestyle you may find that you naturally develop stronger relationships in a USGBC group that focuses on green building as opposed to groups that only focus on general construction. This isn’t a coincidence. It is because the USGBC Group supports your personal brand. When you consistently engage with green events, your clients will recognize your personal branding and will want to work with you on their green projects. Similarly, your colleagues will seek you out for advice on green projects and your growing connections will naturally expand your network, pointing you towards becoming an industry expert on the subject.

If you are a busy person, supporting your personal brand requires a conscious effort.  You need to identify your sincere interests, say no to distractions and seek out paths that align with your focus areas. However, it is one that comes with many rewards.  You’ll find its easier to build natural relationships with new clients because they are centered around common values. As an added bonus, you’ll be more engaged and satisfied in your work knowing it’s making real impact in what’s important to you.

Never Measure with a Crooked Yardstick, Change is an Event, not a Process, and Support your Brand were only three of Mr. Sandusky’s insightful offerings for the day. If you have the opportunity to hear Mr. Sandusky speak, or work with him through his group, Trigger Transformation, take advantage of it. He will inspire you and provide practical advice that will make you more successful in your everyday business.