Wanted

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Running Head Right

GO MAD

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All successful people go MAD. They go

and make a difference

Ensure that the contribution you make every day at

work makes a difference to the people that count

(your customers, your colleagues, your boss, etc.).

When you are the same as everyone else

nobody will notice you and the probability of

you being chosen will be based on random

selection.

Given the premise that every human being is

unique it should not be too difficult to make

a difference. But even so, many struggle to

differentiate themselves from others. Should

there be six short-list candidates you cannot

afford to be the same as the other five – you will need some dif-

ferentiating experiences, achievements and characteristics that

set you apart from the ‘run-of-the-mill’ crowd of applicants.

In everything you say or do there is an opportunity to differenti-

ate and develop your own unique approach. This effectively

becomes your USP (unique selling point). For example, you can

make a difference through your …

…uniqueprofessionalexpertise

…uniquerelationshipskills

…uniquepersonality

…uniqueexperiencein a specific industry

…uniqueabilityto motivate team members

…uniquetrackrecord for getting results.

qu e st i on

In what way

am I making

a difference

in my current

job (or

studies)?

The challenge throughout your career is to develop a distinctive

track record that sets you apart from those in the crowded cen-

tres of convention. You will need to develop and know the key

factors that distinguish you and which enhance your prospects

of selection when the crucial moment of truth arises.

In preparing to make a difference you should ask yourself these

essential questions: ‘In what way am I making a difference in my

current job (or studies)?’ ‘In what way did I make a difference in

my previous jobs?’

Patricia Halaguena, a senior flight attendant with Philippine

Airlines, says, ‘Even when I’m busy I make time to talk to cus-

tomers, knowing that this makes them feel important’. She is so

different from flight attendants on many other airlines who

simply go through the motions, following their routines to the

letter of the rule book. Making a difference is about going

beyond the routine and the immediate task in hand.

Here are further examples …

…you have a unique ability of winning over customers who have been

alienated

…youhavea unique abilityforaddressingand resolving majorquality

issues

…youhaveuniqueexperience of putting stressedclientsattheirease

…youhaveauniquetalent for installing complexsoftware

…youhaveauniqueway of getting things done quickly

…theexceptionallyhigh quality of your workisunique

…youareunique in the way you sizeupaproblemquickly and identify

therootcause.

When you are the same as everyone else few people will remem-

ber you. You become memorable by the characteristics and

contribution by which you differentiate yourself.

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Go MAD

Given that we live in a world where many are notoriously unreli-

able, for example failing to deliver on promises, some successful

people simply make a difference by being 100 per cent reliable.

They deliver what they say they are going to deliver. They never let

anyone down. They become completely trustworthy in a society

where many cannot be trusted to convert fine words into action.

The key thing about going MAD (going to

Make ADifference) is

that little things can make a big difference. In the world of com-

merce customers tend to take the big things for granted but

often judge you by the little things.

A few years ago I went through a divorce. I needed a lawyer to

help me. In the UK it is accepted legal practice that you can have

an initial non-chargeable half-hour meeting with a lawyer

before committing to engage him or her. So I decided to meet six

different lawyers before choosing one to represent my interests.

Two of the lawyers were immediately eliminated from my list

because no one answered the phone when I called to make an

appointment. Little things make a big difference. Of the remain-

ing four lawyers one kept looking at his watch during our

half-hour meeting. A second did all the talking without taking

any interest in my individual circumstances. A third demanded

my ID and proof of address before I was allowed to enter his

office. The fourth, who I engaged, sat me down, offered me

refreshments and listened intently to what I had to say.

Little things make a big difference. If you are a lawyer reading

this I recommend that you go MAD and offer your client a cup of

tea! (Only one out of four did in my case.)

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