In the previous post, "What's love got to do with it?" I reported that most of today's aspiring entrepreneurs say they do NOT put money first when they think of launching something of their own.
Instead, they want something they love, something that matters to them, where they can be their own boss, and then, yes, also earn some money with it.
I suggested that if we are to take them at their word, we'd better think of ways and language to attract these kinds of people to us. They're waiting for us.
So, instead of leading with the money, or how grand the opportunity is, or how the company is positioned to be the preeminent provider of XYZ product, we offer these people something completely different - something that matches more what they say they seek.
Here's how Starbucks attracts such people.
Big sign in Starbucks on the Plaza in KC:
"HIRING EVENT: At Starbucks you can make a difference in someone's day--and in your career...Date and place..."
That's it. No talk of the money, such as it is, or the bennies, which ARE nice, no talk of how wonderful the company is, or how proud they should be to be able to work at (truly) one of the top companies in the world, blah blah blah.
Nope. Just...Here, you can make a difference in someone's day--
Think of the kind of person who responds to that. I'm sure that explains why they have the most friendly people working at those stores around the world. It is NOT the money, that's for sure. It's tiny compared to the lofty money promises network recruiters hold out.
I just want a chance to "make a difference in someone's day..." Indeed.
If there's any doubt in your mind about how little 'big' money means to some of the most committed people in the world, think missionaries or volunteers. Or, think of the people lined up by the hundreds and thousands to work at Google, or Nordstroms.
It's not the money that draws them, because the pay is not special. It's the people there they want to be around, the feeling the community gives, the chance to max out your brain, your efforts, helping people get what they want, whatever it is...somehow, to make a difference and be part of a community that values and celebrates that.
In Rushkoff's uplifting and provocative book, Get Back in the Box ( http://kimklaverblogs.blogspot.com/2006/03/did-we-fall-out-of-box.html ) he notes that "Apple is still widely considered one of the best places in the computer business to work. Apple workers still feel they are saving the world." And look at the cool stuff they come out with! iPod, anyone? No, it's not the money there, either.
In our business more than any other I have been connected with, I hear the same desire: people who've had a special product (or business) experience, who now want to save those who still have the problem.
Only network marketers have never learned the words to use, so they come across like sales types. But this can be remedied. The attitude, however, needs no remedy. It needs a chance to be seen and heard, to be put front and center by anyone in the business who shares that perspective. Does that sound like you?
If so, isn't it time we do like Starbucks?
What if we could build up and promote that kind of community within our business? You know, for those of us where meaning matters more than money...