Getting Naked by Patrick Lencioni was recommended to me by a business associate. Lencioni is one of the most popular authors of business books. I had previously read just one of his books, The Five Dysfunctions of a Team. While the book was well written, I wasn’t a fan. Perhaps because I read the book as part of a team building exercise earlier in my career. And after going through the book and the related workbook, the team I was part of was still very dysfunctional!
But now I’ve read a second book by Patrick Lencioni and I’m a fan. I started the book, a little over 200 pages, and finished it the same day, something I rarely do.
One of Lencioni’s points in both books is to be “vulnerable.” Being naked or being vulnerable means to be open about one’s weaknesses as well as one’s strengths. Maybe that works in some corporate teams but none I’ve been a part of. In most corporate environments, in my experience, showing vulnerability means you get eaten first.
But in the context of business consulting, the way I make my living and the subject of Getting Naked, it makes sense. In this context, “getting naked” means being open, honest and client-focused.
I recommend the book. But if you don’t have time to read it you can just read the main points below.
Frankly, I don’t care for the terms “getting naked” or “being vulnerable.” But I do like Lencioni’s notion of the right way to provide consulting services. To be open, honest and client focused means to “Shed the three fears that sabotage client loyalty.”
#1: Fear of Losing the Business
Clients want to know you will listen and that you are genuinely interested in helping their businesses. Lencioni suggests, and I agree wholeheartedly, to not worry about selling and just start helping business owners. He advises to “give away the business.” That is, don’t hold back good advice until you’ve got a deal, just start helping. When it comes to fees, always err in favor of the client.
Another piece of advice that resonated with me was “Tell the Kind Truth.” In other words, always give clients the truth, even if that is difficult, but be tactful about it.
Finally, Lencioni borrows from improvisational theater when he advises consultants to “enter the danger.” By that he means, don’t avoid uncomfortable situations; dive right it. This is most common when dealing with difficult employees (or owners) who can be hurting the organization. Rather than avoid the situation, confront it.
#2: Fear of Being Embarrassed
Lencioni’s advice here is to “ask stupid questions.” I say, “No problem!” He also says to make lots of suggestions, even if many of them turn out to be stupid suggestions. He believes that clients know their businesses and will filter out the lousy suggestions and use the good ones. Finally he advises to celebrate your mistakes. Presumably as long as you don’t make too many.
#3: Fear of Feeling Inferior
This fear is rooted in ego and Lencioni says to just let go. He advises consultants to do whatever it takes, even menial tasks. He says make everything about the client and even “take a bullet for the client.” He means figuratively, I think. Most of all “Honor the client’s work.”
Admit Your Weaknesses
In the end, confronting and overcoming the three fears is about admitting your weaknesses and limitations. None of us know it all. Personally, there is much I don’t know about business. But when a client needs that expertise, I hope I’m able to find another resource to help. Sometimes the best way for me to add value is to suggest my client talks to someone else.
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