The marketing communications industry is a people oriented business and our currency is the ideas our employees come to work with everyday. And yet, it was my venture outside the marketing world that taught me my most valuable lesson about people
It was a step into relatively uncharted territory for me, but I was comforted by a singular vision to create a perfect product. That was my guiding light.
Many successful companies obsess about perfection. Some of today's corporate titans are famous (and even infamous) for a commitment to perfection. Armed with that goal, a small band of colleagues and I went to work on joining their ranks.
Early success followed – we grew quite rapidly from four employees to 40 in just six months. We were laser-focused on improving our product; updating the software and releasing new iterations on a monthly basis. Anyone that goes through the process of almost completely rebuilding a product from the ground up every month will attest to the strain it creates. We felt strongly that our success hinged entirely on the quality of our offering.
We needed people to help us build the plane as we flew it, and they needed to genuinely feel as though they had a vested interest in our goals. Our greatest failing wasn't that we couldn't articulate our vision; it was that we didn't let others articulate theirs.
That experience has shaped human-resources policies at Vision7 International, the holding company for Cossette Communications, Citizen Relations PR, V7 Media and the digital/advertising agency network The Camps Collective. At Vision7, employees are assets to be leveraged, rather than commodities to be deployed.
Companies that are intrinsically built on NewCo principles will leapfrog established organizations – and do so with ease. Just look at how Uber has disrupted the taxi industry. But even if your business isn't discoverable through the latest app, it can still benefit from adopting human-resource policies based on the NewCo blueprint.
The spark that ignites the next phase of your company's evolution is unlikely to come from a material discovery. You can't drill for intelligence, mine for creativity or build curiosity. That's why it's important to emphasize the value of human capital over working capital. The degree to which you invest there – on people – is a better indicator of how successful you'll be.
Executives, educators and human resources experts contribute to the ongoing Leadership Lab series.