10.
HELP THEM ACHIEVE THEIR GOALS

Napoleon, they say, never asked his men to win a battle. That was what he wanted. Instead of victory he promised them food when they were hungry, furloughs when they were homesick, recognition when they were forgotten, rest when they were weary, shelter when they were cold.

In the same way, you should avoid trumpeting corporate goals. “We’ll be one of the biggest agencies in town” may well be what you want. But “You’ll be rich and famous” may well be what they want.

At least once a year, sit down with people and find out what they want. Then work with them on achieving those wants and goals and aspirations.

I remember being stunned during one such meeting to learn what one of our art directors wanted. What she wanted more than anything, she said — more than a raise, more than a title, more than a business of her own, more than more responsibility or authority or recognition or meaningful assignments or leisure time — was the assurance that when her car broke down, someone would come and fix it free of charge right away without any hassle.

We made an arrangement with a local mechanic to be on call 24 hours a day, and to always have a loaner car available.

It cost the company a lot less than giving her a raise. And it made her a lot happier than getting one.