>> Maybe not you, you conceited oaf.
If you have not read my autobiography “You Did What?” you’ll be delighted that this is not an attempt to sell it to you.
But in the introduction, Rory Sutherland – the funniest and one of the most talented men I ever employed – refers to our receptionist Marvelle.
In a poll by Campaign Magazine she was voted the second most employable person in British advertising.
Number one was the infinitely less attractive Martin Sorrell, then the highest paid person in the industry. I think we got a bargain.
After I quit she moved on and ended up at Mindshare. Last year she celebrated her 20th Anniversary there.
I know nothing about Mindshare except that Nick Emery, the boss, has the right idea about how to run a business.
Most companies have no interest in how long their receptionists, phone operators, or PAs have been with them. That’s because they have their eyes on the wrong things.
The next big speech: their trip to Cannes to accept an award or make a boastful speech; who they think might sleep with them. But rarely on the people who matter.
Your receptionists matter. They are the first person you meet. Literally the face of the business. And having met a lot of Chief Executives, they’re often more interesting.
So here’s what Nick Emery had to say on Marvelle’s 20th Anniversary.
Hi everyone.
A very special day today. Marvelle turns 20. This film and card [not linked] show the love, affection and admiration that we all have for Marv. Thank you for being the charming, welcoming, funny and smartest face of our global headquarters for twenty years and let’s all be thankful it hasn’t been my face. Hopefully we can all celebrate together sometime soon, in the meantime please join me in thanking and congratulating Marv for everything she has done for each and every one of us.
Thank you Marv, we all love you, Nick.
I’m only telling you this story to point out that almost all businesses focus on the wrong things.
Here are some right things.
How can you make your people happy. How can you make it a pleasure to work with you. How can you make good people want to work with you?
When you’re good to your colleagues the word gets round. Then good people do join you, and they attract other good people, and with good people you succeed.
Most businesses fail because they forget their staff, their customers, or both.
Take one of the great British business disasters of our time: Marks & Spencer.
M&S for the last ten years at least have been running advertisements that feature people who look nothing like their customers. Why?
Because obviously nobody goes into the stores to see who they are. If you don’t know your customers you’re in deep trouble.
I will end this by saying that on a ratio you should devote 10 to your customers, 8 to your staff, and 2 to yourself.
If you fancy any more about what matters and what doesn’t in marketing, try Commonsense Direct and Digital Marketing. People have been saying kind things about it for 39 years.
Best,
Drayton
