Number 1. How to be the best at what you do (I. Mann)

Abstract

Many say “I want to become number 1 in my field of activity”, but few really do something for this, especially within the agreed time frame. No wonder: «do it yourself» is not easy: it requires a systematic approach and attention to detail. This book just offers a checklist that is easy to modify for you personally. After reading and filling out special tables (a cross-section of strengths and weaknesses, setting priorities, ways to develop key skills, changing your image, self-marketing methods), you will receive a step-by-step algorithm for moving towards the goal.

The author, Igor Mann, himself became number 1 in Russian marketing. This book is his own experience and the experience of dozens of other people who have worked hard on themselves to become the best in their field. You will succeed too.

From the author

I never thought that I was somehow special, purposeful and systematic in creating my brand (although many people think that this is exactly what I do).

Let me tell a story.

A few years ago, I received a letter from a consultant (let’s call him Stepan) with the following request: “Igor, could you make me as famous in my field as you are famous in marketing. You are in marketing #.1. I also want to be No. 1, but in my field.”

Shortly before our meeting with Stepan, I discovered mind mapping (building memory maps) with great pleasure.

I always liked taking on new challenges, and I told Stepan that I would see if I could tell him how I became so famous in marketing and if he could use my experience.

Yes, they call me the guru, the top marketer, the most famous marketer… But really, how did this happen and what needs to be done to replicate it in another field?

Let me explain right away: I really consider myself No. 1 in Russian marketing. Not a guru, namely No. 1.

Why? I have done and am doing a lot to promote and popularize it, I give lectures, consult, I have written ten books, all of them are original and one of a kind.

I was the face of the cover of The Company magazine when I started working in Austria in 2000 as Chief Marketing Officer for Avaya in the Central Eastern Europe, Middle East and Africa region, responsible for marketing in 68 countries around the world.

Marketing 100% is the first and only book so far on how to become a good marketing manager. It is also, perhaps, the best-selling book in Russia: its total circulation is more than 100 copies.

The Marketing Machine is the first Russian book on how to become and be a good marketing director.

«Marketing Without a Budget» was the most expensive marketing book in our country, Philip Kotler gave it a very good review (I do not know of any other book by a Russian author with a review by an international marketing guru).

Returnees and Points of Contact are perhaps the only books of their kind on customer return marketing and the points of contact between a company and its customers (I have not seen books on this topic in the West either).

I was the only Russian speaker at the first international marketing forum held in 2012 by Philip Kotler.

I can go on… But that seems to be enough.

I also consider myself No. 1 in the topic of customer centricity.

I sat down at my computer, launched MindManager, and started drawing a map. And this is what I got:

It turns out that in order to repeat my path, you need to do simple and understandable things (see the first level).

• Set a goal (for example, «Become No. 1 in …»).
• Do an audit of yourself.
• Constantly and systematically engage in personal and professional development.
• It is imperative (I emphasize: mandatory) to achieve high results in what you do. Without “records”, achievements, “business cards”, first-class projects and results, you are definitely not No. 1.
• And in the last place in this algorithm is promotion. It should be, but it is not a decisive success factor.

The components of these large items can be detailed.

And when you reach your goal of becoming No. 1, you will need to adjust your goal, raise the bar, or set a completely new goal for yourself.

Naturally, such a simple answer to Stepan (let me remind you: he is a consultant) would obviously not be enough, and I “dived” into books on this issue and into the Internet.

So much has been written on this subject!

And almost all books are like twins: repetitive advice, repetitive stories…

And surprisingly: there are a lot of letters everywhere, but none of the authors proposed the “do one, do two, do three” model.

Many tell how to become a brand, how to become a superbrand, but do not explain how to do it (I have not seen the system).

Many told absolutely amazing things for me — and after Stanislavsky I repeated his words: “I don’t believe!”

About a month later, my card took shape completely — I was ready to share my knowledge and experience. Our meeting took place, and the consultant Stepan was very pleased with the consultation.

And then — as agreed! — for six months, I was repeatedly asked about the same by others, acquaintances (my colleagues) and complete strangers. And every time I opened my map and for an hour and a half I “ran” over it together with the interlocutor, and every time everyone who turned to me was simply happy. The roadmap — what to do to become No. 1 — was transparent, understandable and made it possible to start working on it immediately after the meeting.

And then there were several speeches and interviews on this topic … which went with a bang and caused a resonance … and I thought: why not share my card with everyone?

The more No.1 will be in our country — first-class specialists, experts, consultants, employees, managers, entrepreneurs — the better for each city, region and our country (and, of course, for No.1 himself, for his family and clients /partners/colleagues).

That is how this book came about. And I’m glad you have it in your hands. So, you are already one of us or will be with us soon.

I read your thoughts: “What if someone in marketing, working on this card, becomes No. 1 and pushes Igor Mann aside?”

I confess it’s possible. But I’m not afraid of it.

Anyone who decides to do this (and he is a brave person!), Should remember that I do not stop and work on this map myself (always!).

So if anyone decides, then see you on the route.

The strongest will win.

The book you hold in your hands is as simple as the map you just saw. XNUMX% answering the question “what to do?”, Unfortunately, it does not give detailed and detailed answers to the questions “how to do it?”. But every time I will try to recommend you the best sources of information — books and specialists.

All that remains for you is to create your map, develop your plan to become No.1 and become No.1.

Don’t skip steps.

Do tasks after the chapters.

Desire + goal + hard work + great results — and you should succeed. Begin!

How to work with this book?

Dozens of books in Russian and thousands in English have been published about self-marketing.

Since 2009, when I wrote the book Marketing Without a Budget, I want to write books in such a way that the reader will say: “Wow, I have not seen this before.”

I’m sure you’ve never seen a book like this one before.

This book is about what is important to know and what is important to do in order to become #.1. But it will not replace highly specialized books on various aspects of personal development and books on self-marketing. It is impossible to collect all the tips that will help you become No. 1 under one cover, and at the same time be interesting to every reader (after all, everyone has their own level of development, their own goals and ambitions).

You will find here a step-by-step algorithm on how to get from the point where you are now to the point where you want to be — how to become No. 1 in what you do (want to do).

In the course of reading, gradually complete the tasks from Appendix 1. This is a checklist according to which you must check yourself and work on yourself. And at the same time, it is a roadmap on which you will move, focusing on exactly what you need, and adding — in quantity, quality, pace — where necessary.

Here is my example.

I’m reading about the ability to write.

I believe that this skill is critically important for me. I think he is well developed. The priority in its development for me is in category B. My table row will look like this:

You may be surprised that I prioritized B over A.

It’s just that I have many other skills that are more important to me that I need to develop first.

I think that 99% of book readers (and I myself am one of them) skip the exercises in which the author encourages them to underline something, fill in, think, answer …

But this book is exceptional: there is no point in reading it without engaging in self-diagnosis and self-determination.

The more honest and complete your answers are, the faster and better the result will be.

Since 2009, my calling card has been the following phrase: the most important thing in marketing (yes, in anything!) is to know what to do; know how to do, and take and do.

There will be no miracles. Just by reading this book, you will not become No.1. Reading, taking notes and thinking without practical application do not bring results.

Set a goal.

Explore your options.

Develop yourself.

Show results.

Marshall Goldsmith, in his book Jump Above Your Head, writes: “Statistically, if you improve in a particular area, your other indicators improve as well … A change in one leads to an overall improvement.”

Just imagine how you will change and what the results will be if you start moving and improving on all fronts!

Labor made a man out of a monkey. Purposeful work and work according to the system will make Man No. 1 out of a person.

I am sure about that.

Step 1

Goal

At this step, the main thing is not to make a mistake.

You can go the wrong way, not the right place at all. This is fraught with loss of time, effort and money. So think very carefully about your goal.

And don’t lose sight of her.

Your goal-setting mantra: ambitious, achievable, always in front of your eyes.

1.1. Aim

I could be much more helpful to you at this stage, but, alas, you are not next to me, do not talk about yourself, your goals and ambitions, do not share your thoughts with me …

I don’t understand your desires and possibilities, I don’t feel your emotions…

I cannot confirm the correctness of your intentions or correct your plans (sometimes I have corrected the initial goal of my interlocutor quite strongly).

But I will still give you a few tips.

Firstly, it will be good if the goal was formulated according to the SMART model (an abbreviation of the words specific — specific; measurable — measurable; attainable — achievable; relevant — significant; time-bounded — correlated with a specific deadline).

I want to warn the reader right away: it is impossible to collect all the knowledge on the topic of self-marketing and personal and professional development under one cover, and there is no need — it will turn out to be a multi-volume book that few people want to read.

My goal is to make a kind of road map (road map) of your development from the state you are in to No. 1.

Second, your goal must be ambitious.

The goal of becoming No. 1 is worthy.

No. 1 in sales in his company.

No. 1 in sales in its industry.

Bligh’s book How to Become a Guru in 60 Days has some good advice: it’s hard to be #1 in a field right now, so it’s best to narrow your focus.

For example, you want to become No. 1 in marketing.

Marketing is too broad a concept.

And there are a lot of industries in which it is used.

Choose a narrow marketing area and industry — and your goal is ready.

For example, let’s say you plan to become #.1 in direct marketing in the pharmaceutical industry.

It’s achievable and it’s ambitious.

When you reach this goal, you can move on to a new area of ​​marketing or a new industry.

No.1 in anything in the country.

No.1 in anything in the world (and why not?)

Unexpectedly, at the first international marketing forum, which was initiated and patronized by Philip Kotler, an international marketing guru, I heard him introduce me to his colleagues: “And this is Igor Mann from Russia, he is No. 1 in marketing without a budget.” (Oh! It’s worth a lot!)

How did I do it?

Philip just really liked my book, and he does not know other experts in this field (I was the first here — and became No. 1).

Of course, some readers and the goal of becoming No. 2 in their field will make them jump out from under the covers every morning.

I read in the book «How People Think» that the Japanese have a concept of «ikigai» — this is what you wake up for in the morning (let your «ikigai» be «getting up to take a step towards becoming No. 1 in … «).

The Japanese are generally very purposeful people. They have such a tradition: they buy an eyeless doll (it is called “daruma”; rather, it is the head of a doll), make a wish or set a goal, draw one eye, and — go ahead!

Until the wish is fulfilled and the goal is achieved, the doll looks at you with a mute one-eyed reproach.

By the way, when I started writing this book, I made a daruma (you will be at my seminar with the same name, you will see it!). She has motivated me for over a year…

You are reading this story in a book, so she already has two eyes 🙂

Does everyone have to become No.1? Probably not. Some people lack ambition. Someone has bad starting conditions. Someone will not be lucky. But the very movement to No. 1, the work in this direction, especially the work on development and results, will make you better.

As the saying goes, aim for the sun and you will definitely hit the moon.

And if you aim at the moon, you may not reach it.

Third, keep the target in front of your eyes.

A card the size of a business card in your wallet.

Screensaver on your computer and/or phone.

I like setting the target as a screensaver on the iPhone.

Always in front of you, and you see her at least 100 times a day.

It is impossible to ignore her.

Framed paper under glass near the workplace (“I, such and such, undertake …” — why not?). Let as many people as possible know about your goal — burn the ships! Cut off your escape routes!

Engraving on the glass of a watch (I saw this!).

Tattoo (this, I confess, I have not seen yet).

Ringtone (this, I confess, have not heard).

When I was a boy, my father woke me up for school with the words: “Get up, Count! Great things await you!» (According to legend, with these words the servant of the French historian Duke Sandricourt Maximilian Henri de Saint-Simon (1720-1799) woke up his master). Can you imagine a ringtone with such motivating and reminding words and cheerful music?

A little later, this will no longer be necessary: ​​your goal will become a part of your life, and possibly a larger part of your life. But first, visualization is necessary. “Out of sight, out of mind” is just about the visibility and ubiquity of the visibility of your goal.

Read more…

Robert Bligh. How to become a guru in 60 days. Moscow: Eksmo, 2005.

Marshall Goldsmith. Jump over your head! 20 habits you need to give up in order to conquer the pinnacle of success. Moscow: Olimp-Business, 2010.

Dmitry Chernyshev. How people think. Moscow: Mann, Ivanov i Ferber, 2013.

Self-test and adjustment

Attention, reader!

There is no point in reading further if you do not have a goal. Open application 1, the very first section.

Form your goal. Put it on paper. Love her. Believe in her. And then just read on.

Step 2

Audit

Let’s take a look at the situation you’re in in this section (chapter «Where are you now?») — perhaps this will help to adjust your goal.

Let’s also look at what qualities you have that work for you and against you (chapters «Basic data», «Looking good» and «Hello, I …»).

Let’s see who (chapters «Intimate Support» and «Mentor») and what (chapters «Luck» and «Self-Motivation») can help you achieve your goal.

And look at the ups and downs of your career and your professional path.

2.1. Where are you now?

Many books on motivation say that no matter who you are, where you live, what family you were born into, you can achieve anything if you want to.

Hmm… I’m skeptical about this.

Radmilo Lukic — the best sales coach in Russia and the CIS — in one of his books somehow went over the topic of self-motivation.

I don’t remember the exact words, but the essence is this: you can get up every morning in the morning and say to yourself: “I will be the champion of Wimbledon, I will become the champion of Wimbledon, I will tear everyone at Wimbledon …” — but until you pick up racket and you won’t practice, practice, practice, practice, your positive attitudes will get you nowhere.

Still, it is important to soberly assess your starting situation. Companies do this using a variety of tools (SWOT, Porter’s forces analysis, PESTEL analysis…) and you have to do it.

Try the simplest — SWOT analysis. The exercise is unpleasant, but it is definitely worth it to do it.

Draw a square, divide it into four parts and write in the corners:

• my strengths (S)
• my weaknesses (W)
• my possibilities (O)
• threats to me at the moment (T)

And fill this table with your data.

Here is my example.

Everything here is true, but I don’t show my entire SWOT: it’s personal.

And don’t show yours to anyone.

But be prepared for me (or someone else) to ask you during a job interview to sketch out your SWOT analysis.

This is a great exercise to see if you know the basics of marketing, evaluate you, understand your self-esteem.

Of course, the SWOT in the interview should be different from what you get when reading this book. The second you do is to get better. The first is to sell yourself for a higher price (“it’s marketing, baby”).

When you do your SWOT, be honest: there is no point in fooling yourself. Seeing your weaknesses and shortcomings, you will see your points of growth and development.

Try drinking wine and then start doing SWOT. What is on the mind of a sober person is easier for a person relaxed by alcohol to lay down on paper.

Talk to colleagues, your boss (if you have a normal relationship, this is real) and friends (from the latter you should hear a lot of truth) — this way you will get an objective, real, life SWOT, not a rose-colored SWOT, SWOT «White and fluffy»…

Now that your SWOT is ready, you should:

• maintain and increase their strengths;
• eliminate the weak;

From experience: an honest list of weaknesses — and it turns out to be quite long — is often paralyzing.

Some recommend starting with them (to overcome yourself). Others (such as the authors of The Answer) advise, «Don’t waste a single moment of your precious life overcoming your weaknesses!»

I am for the golden mean. There are weaknesses that can be ignored, that you can learn to work with and live with, that you can use to your advantage. And there are weaknesses that need to be eliminated, defeated, overcome.

• Take full advantage
• Consider risks

How easy it is to write and how difficult to make!

You cannot imagine how much effort and time I had to make to understand the topic of Internet marketing!

It took several years to go from complete zero to the current status (and now I teach others the right Internet marketing).

I would like to take this opportunity to thank my teachers: Sergey Sukhov, Yuri Cherednichenko, Denis Soba-Panek and Vitaly Myshlyaev.

A clear and thoughtful plan is important here.

It is believed that it takes 21 days to consolidate a positive skill. Be glad that it may take the same three weeks to eliminate the weakness. Every day, little by little, little by little, begin to conquer your weakness.

For example, you need to learn English.

You choose the most suitable technique for yourself (it may take a couple of weeks to find it: there is too much choice now).

And then you start:

• Skype conversation with a native speaker every day;
• every day you read five pages of an English book;
• every evening watch a 40-minute TV series in English.

This will take an hour and a half each day.

Then be content with Russian-language sources and the help of a translator and put up with missed opportunities.

It is important to know that there is not always a happy ending and not all of your weaknesses and shortcomings can be overcome. For example, I never fell in love with analytics and did not master SPSS (a program for processing and analyzing statistical information).

But I got pretty good at Excel functions, I immediately found a very strong analyst in my team, and I have colleagues who easily cope with SPSS when it is needed.

Read more…

John Assaraf, Murray Smith. Answer. How to succeed in business, gain financial freedom and live happily. M.: Eksmo: Midgard, 2009.

Self-test and adjustment

Stop. Do not read further until you complete the tasks of paragraph 2.1 in Appendix 1.

2.2. Initial data

Now the trouble starts.

Let’s see what you have with the innate and acquired «inheritance» over the years of life. Let’s talk and think in this chapter about your height, weight, constitution / physique, drive / energy, voice, posture, gait, your “interface”.

Many books, materials, articles have been published on this subject, but it is important for me now that you realize some important points.

I’m afraid to give any advice and recommendations here.

Firstly, it is strange to do this behind your eyes, without seeing you.

To be honest, it is very difficult to give feedback on these issues.

It is extremely difficult to tell the interlocutor in the face that it is better not to bite your nails, but to cut them, or that his wardrobe, to put it mildly, leaves much to be desired.

Therefore, if they really tell you this, it is a hard truth.

Secondly, there are readers and there are female readers, and recommendations should be different.

Many reviewers (more precisely, reviewers) noted that the book is too masculine and there are no tips for girls and women.

Here’s something not special, I’m afraid to advise.

But you, girls, please read between the lines somehow … you are generally smarter than us 🙂

Thirdly, there are national, professional and other features that are also better taken into account.

Therefore, just keep in mind that everything stated below can be used both against you and in your favor.

Growth. Taller men — all the studies show — achieve greater results.

What can make you taller if you are unlucky with height?

Shoes with heels, good posture, proper clothing and the ability to keep your head up.

And growth is not critical if you really want something! Napoleon was small, but he managed to achieve a lot.

The weight. You already know without me: becoming No. 1 overweight will be much more difficult, and you will enjoy this status less (hard fact: fat people have a shorter life). Get yourself in shape.

Yes, I know that there is also the problem of, let’s say, too thin physique. But this book is not about how to correct figure flaws.

There is a disadvantage — fight.

Body type. Someone was lucky (the man has broad shoulders, a proportional figure), someone is not. Sports, proper nutrition and the right wardrobe are your helpers if you are unlucky.

Tip for men: Buy Men’s Health magazine, it’s full of stories about how to make yourself an athlete.

Yes, you need to work on yourself. But, as they say in the USA, no pain, no gain (no suffering — no result).

Posture. Our moms were right when they told us not to slouch. We like people who walk with a straight back and squared shoulders. Alas, there are very few of them (and I myself am not one of them).

If you notice this for yourself — train (look at the exercises on the Internet) and try the «Master of Posture» (www.masterosanki.ru).

Gait. An important factor. Difficulty evaluating yourself ask for a video. I think you will be surprised and upset when you look at yourself.

Draw conclusions.

Drive and general tone. Again, some people are more fortunate than others.

Someone is an owl, someone is a lark. Someone is always “at a low start”, someone needs to tune in for hours.

Your main allies here are the right healthy habits: sports (physical activity), good sleep, proper nutrition, the right regimen and the right attitude.

Temporary allies can be natural stimulants / energy sources — ginseng, eleutherococcus, Chinese magnolia vine, coffee, chocolate (I think that many people here remembered the cool movie «Regions of Darkness»).

Having the right hobby can help too — switching from work to hobby is a very useful thing!

My hobbies of watching TV shows while running on the elliptical and reading business books are great for helping me switch off work while keeping me in the loop.

Another hobby of mine is collecting owls: figurines, fridge magnets, plates with them, paintings… I have a large collection, and when I look at it, I relax (I remembered now — and relaxed again :)).

I envy those who have more interesting hobbies than mine.

Mikhail Ivanov is engaged in triathlon.

Radislav Gandapas — golf.

And one of my good friends (a successful top manager) is just a storehouse of hobbies: photography, Latin dancing, traveling to exotic countries, drumming and cooking.

A hobby not only gives you a drive, but also a topic for “talking” and a great platform for networking and self-marketing.

Vote. Also a gift from nature. Honestly, I don’t know what to do if you have falsetto. But the voice is very important. A pleasant, beautiful, confident voice is the asset of everyone who aims at No. 1, it is one of the main tools of production. Many public people take special lessons and put their voices on.

Watch the movie The King’s Speech. Everything is possible!

At one time, I was recommended to simply sing in the car to strengthen and set my voice. You turn on the radio, find a familiar or new pleasant song and start singing along. Moscow traffic jams helped me (I can imagine how it looked from the outside).

But if you cannot influence the depth of your voice, watch the pace of speech (“mirror” your interlocutors, speak at the same speed with them) and pronunciation (do not swallow words, do not mumble).

Record your speech on a voice recorder. Listen to yourself.

This will give an understanding of the shortcomings and defects of your speech.

«Interface». This is your face: the condition of the skin, teeth, nails, hair (on the head and face), smells (to put it bluntly: some people exude a very unpleasant smell, but do not realize it).

Let’s just mention this issue. This is a personal topic, and everyone must decide for themselves whether it is critical or not.

I envy people who have a smile in a million.

She is charming to me (photographers constantly tell me about this, I hope this is not their compliment on duty!), But “to the full mouth”, like a Hollywood star, I will not smile.

However, I promise: if this book sells 100 copies, I will invest the entire fee in the services of dentists and make myself a Hollywood smile.

Fussiness. They do not like fussy people in our country (they are generally not loved anywhere). So don’t fuss — not by movement, not by gesture, not by word.

I am a restless person by nature. I don’t always succeed.

But I remember the wise words: «Do not fuss, and there will be no fuss.»

They say yoga, Pilates, Nordic walking, meditation, massage help … I’ll have to try … one by one 🙂

Read more…

Self-test and adjustment

Before you continue reading, complete the tasks in paragraph 2.2 of the questionnaire in Appendix 1.

2.3. «Hi, I’m…»

How do you introduce yourself to other people? (This is not a trifle!)

What can you do to better «penetrate» the mind of the interlocutor and be better remembered?

For example, when I worked at the u.e.zhom, I introduced myself as follows: “My name is Mann. Igor Mann «(My name is Mann. Igor Mann).

Yes, not James Bond, but many remembered immediately.

My name is quite rare for u.e.zhom, so I asked my interlocutor if he had read Igor Ansoff.

If the answer was «yes», then I said that we were namesakes.

I was easy to remember for the German-speaking audience: Thomas Mann, Heinrich Mann … — well-known names.

There is something that you inherited from your parents: first name, patronymic and last name.

Igor Mann is remembered better than Igor Petrov: the surname is quite rare (I was lucky).

My cousin writes her name like this: Marina MANN — and says that this is how she is better remembered (by the way, a great idea!).

I ask you not to call me by my last name. «Igor Borisovich» sounds infrequently. Cause? For too long I worked in Western companies, it is not accepted there. And this sounds formal, in my opinion, I do not work in state companies or state institutions.

By the way, if you really, really don’t like the name and surname inherited from your parents, you can change them.

There is something that you can get: a nickname, a title, a title.

My colleagues, when I worked in Austria, called me “doctor”: firstly, I wear glasses, and secondly, I have a Ph.D.

In Russia, I was called the «guru of Russian marketing.»

Philip Kotler, at the first international marketing forum, introduced me as a «marketing guru without a budget.»

When I was working in the Central Eastern Europe, Middle East and Africa region, one of my colleagues wrote “graph” on a business card (he had every right to).

You can also take on a pseudonym.

A lot of information business specialists are known under pseudonyms. True, there are downsides to this.

Once I was holding a seminar in a hotel in the Urals, and in parallel with me the seminar was conducted by one information trainer. In the evening I decided to have dinner with him (networking!), I turned to the reception with a question in which room such and such lives. They couldn’t help me, and we never had dinner.

Single story — online presentation. Nicknames, avatars, email domains — these are just a few more tools in your personal naming arsenal. Even your email address is your marketing. Hurry up: finding a good name in a popular email service is almost impossible. I don’t envy our grandchildren. There will be no original names…

It’s funny for me to receive letters with addresses like «squirrel[email protected]», «little Princess[email protected]”, “Vova[email protected]»,»[email protected]»… Such addresses do not work for the image. It is better if the address is at least neutral or hints at your professional activities.

On skype and on twitter I’m mannketing.

My mail is imann. But not on google: I love Yandex.

First name [email protected] I like it (by the way, many do not know that yandex can be shortened to ya).

As an avatar, I use my photo or the cover of my new book. I do not understand people who use cartoon or other characters, children’s photos.

By the way, it’s a good idea to use an avatar with one as a constant reminder of what you’re working on.

What matters is your autosignature. And there might be a twist here.

One of my reviewers signs «The most ambitious man in Samara.» It catches (and how!), and it works.

Read more…

Self-test and adjustment

Complete everything related to your name, nicknames, aliases and addresses in paragraph 2.3 of Appendix 1.

2.4. Look good

They met me by clothes.

They also didn’t go very well.

Mikhail Zhvanetsky

For No.1 it is important to look good. Not necessarily a million, but plus or minus 100 would be nice.

I am writing this chapter for men. Readers understand this issue better than we do. They have the desire to look good, it seems, in the blood 🙂

But women also have a burden: some things are forgiven for men, but they are not. And they have more time to do it. And there are many specifics: heels, handbags, shellac …

What is important here?

Clothes, shoes, accessories, smell (yes, again), good physical shape and a nice well-groomed face.

Clothing. Knowing how to dress well is a very important skill. There are many books on the subject. Read, study.

Donald Trump put it like this: “You should dress not according to who you are now, but according to who you want to be.”

I saw Trump. He really looked like his millions.

Constantly invest little by little in your wardrobe, update and improve it.

It is possible that at some point you will have to hire an image consultant. It’s hard to figure out how your wardrobe suits you.

Men! You are very lucky if your spouse can keep an eye on your wardrobe and develop your taste (listen to your wives and girlfriends, they will not advise bad things).

Stylish and good — this is not a synonym for the concept of «expensive brands». Although when you are No. 1 in some areas, branded clothing will not hurt you.

See what brands successful people in your field are wearing and copy them by buying the same brands.

Another strategy is to go against the wind by choosing bright, original, non-standard brands (obviously, this advice is not for everyone: I personally will never wear too bright colors).

Having reached a certain level, you need to think about a tailored suit. And a custom-made cu is sometimes even cheaper than the one you can buy in a company store. And how he sits!

I recommend IndEver (the company used to be called Munro Tailoring). I am a very, very satisfied customer.

And how cufflinks add confidence and charm!

Part of the concept of “looking good” can be a “trick” in appearance: a man wears only butterflies (hello, Alexei Kapterev!), scarves (hello, Nicholas Caro!) or neckerchiefs (hello, Igor Kachalov!); adherent to a certain color in clothes. Or chips in communication: for example, a person always smiles (hello, Konstantin Baksht!), Even when talking on the phone, or he has characteristic catchy words.

Footwear. It must be clean (remember the movie “Moscow Does Not Believe in Tears?”), unworn and in harmony with the clothes.

There are a couple of shoe brands that I recently got hooked on: MBT (mbt.ru) and Swissies.

Very comfortable shoes, and the MBT also trains your body (it’s officially the smallest machine in the world).

A trifle, but important: socks (for the female audience — socks, stockings, tights).

Socks can spoil your reputation so-so … or you can stand out, be remembered …

Accessories. Men have little choice. A watch, a wedding ring, a business card holder, a notepad, a frame, a telephone, a briefcase, a pen, a car (belts, cufflinks, ties, bow ties, neckerchiefs, a scarf in a jacket pocket and suspenders — this is for clothes).

It is important to remember that accessories:

• create an image;
• can be a reason to talk (for example, my phone case is called babushka).

I will share my experience, thoughts and impressions.

Clock. Watch manufacturers say we should have at least half a dozen watches; the most expensive should cost three monthly salaries. I do not comment (but the marketing is correct).

I have half a dozen watches, but 90% of the time in 2013 was spent with a Nike FuelBand — both sports, and an occasion to talk, and they show the time!

Business card holder I have a travel one, non-branded, but very convenient, with several compartments: in one is a business card from a publishing house, in another — from consulting, in the third — business cards of clients.

But there is also an expensive one — Montblanc. This is for important occasions.

Purse. It is important what (shape, size, material, brand) it is, and it is important what is in it (does it look like a swollen hippopotamus?).

Notebook. Either Moleskin or nota.bene.

I have Moleskin pocket size and A4 size — very handy.

Of course, the notebook model is important, but the main thing is that it is at hand.

A pen. Always with a pen! As the Americans say, a dull pencil is better than a sharp memory. You should be a little ashamed when you make marks on crumpled sheets of paper with a gnawed pencil or a very cheap pen. I have many different pens, but I do not make a cult of them. The main thing is to have one (carry two or three with you: once every six months such an amount is very useful) and to write well.

Glasses. Fashionable, new, unworn frames and unstained lenses.

Phone. I love iPhone. “On the way out” there is a BlackBerry (yes, it is good for corporate mail).

It is important what case you have, what ringtone.

I comment on the call. It seems to me that the best melody is a vibrating alert.

It is generally not customary for the Japanese to put phones on the table during negotiations (look at our customs), and annoying others with a melody is generally a bad tone.

Portfolio. Better brand; it is important that it is convenient (it is important for me that there are several branches).

I recently fell in love with business backpacks (like in the movie «Up in the Air» with George Clooney) — I recommend Tumi.

A car. For some, an accessory (look at the designs of car keys), for some, a fetish. And for me, the car is by no means a cult: we have a Citroen Ci Crosser in our family for four years, a mileage of 24 thousand kilometers (we don’t drive much), and it doesn’t bother me (this year we are changing to Honda Pilot). I live in Moscow, my transport is on foot (I live in the center), taxi (thanks to the Yandex Taxi service) and the metro.

Smell. Neutral and discreet or pleasant are two acceptable options in this case. Unpleasant odors, as already mentioned, need to be drowned out.

Good physical form. In a healthy body — a healthy mind (with all the ensuing consequences: stress resistance, the ability to take a hit, higher work efficiency …) and magnetism.

Yes, over the years it is more and more difficult to maintain this form. But that’s a bad excuse.

Well-groomed face. A lot is important: facial skin, hair in the ears and nose (many don’t even know that there are trimmers for these areas), haircut, beard, mustache, hair condition and hairstyle — I just mean “think about it”.

Read more…

Kim Johnson Gross and Jeff Stone. Dress code. Business style guide for successful men. M .: Eksmo, 2005. (At one time, the book helped me a lot.)

Nicholas Corot and Erlena Karakoz. Successful business style. Looking for good luck? Change your tie! St. Petersburg: Peter, 2009.

Oscar Lenius. Real man. Style guide. Moscow: Mann, Ivanov and Ferber,

Bernhard Retzel. Gentleman. Moscow: Mann, Ivanov i Ferber, 2013.

Self-test and adjustment

Don’t skip this step. Complete everything related to your appearance in paragraph 2.4 of the questionnaire in Appendix 1.

2.5. Close circle support

Your inner circle that can help you become No.1 is your parents, close friend(s), and spouse.

Husband/wife. Be sure to discuss your goal with him/her.

I am sure that most of my readers are ambitious men. For them, I quote from memory whose words I don’t remember, but very correct words: “Behind every successful man there was a woman who really wanted it.”

Remember this. Thank your women for helping you achieve your goals. And take new heights for them.

Sit down with your partner for dinner on a weekday, go to a cafe / restaurant on the weekend and discuss your goal with him, enlist support. Maybe your goal will adjust (become more down to earth or, conversely, more ambitious).

There is a tale about this.

How to check a business plan? Have your spouse sit next to you and read your business plan to her. Now tell her that now you will live on the money from this business.

As a result of such a conversation, you will gain an ally, colleague, partner in achieving your — already shared, shared with a partner — goal.

A little tip: ask about your partner’s goal as well.

Maybe they are close and you will get synergy?

Or maybe they are incompatible?

Which one of you is first in line to reach your goal?

Partnership requires sacrifice.

Parents. You can share your goal with your parents. There are parents who can help you achieve your goal: morally, financially (for example, by paying for your studies) or administratively related (we live in Russia).

And in general, it’s not bad if they know about your goals: we are given to our parents so that they are proud of us — both our goals and our achievements.

Children. Some readers can be supported by children.

Small ones are like motivators. We want to provide for our children, give them a happy childhood, a good education?

The balance between work and family, children is a sore point.

I know many successful people, but few have complete harmony in this balance.

Almost always there are distortions.

And it seems to me that without them in any way.

And if the children are adults, then they can support in your projects. I know such cases.

Friends. With friends, as well as with a partner and parents, it is worth celebrating your successes. And to discuss your goals, perhaps, you can only with your very, very close friend.

A mentor can also enter your inner circle. But more on that in the next chapter.

Read more…

Keith Ferrazzi. your support group. A personal development program with amazing results. Moscow: Mann, Ivanov i Ferber, 2013.

Self-test and adjustment

Think of everyone whose support you can enlist. Complete the tasks in paragraph 2.5 of Appendix 1.

2.6. A teacher

Nothing accelerates your journey to becoming No. 1 like a good mentor or mentors.

Ask any No. 1 who his mentor (tutor, coach, coach) is, what he owes him, and you will definitely hear a fascinating story.

I don’t really like the word «coach». I prefer the word «coach». Three times in my life I was asked to become a coach, and each time we agreed that I would not “coach”, but train.

I read somewhere that amateur athletes do not have coaches, but professionals do. What can I say … the difference is noticeable.

Yes, a coach works for money (unlike a mentor), but it will definitely pay off.

Who can become a mentor? How to find it? How to work with it correctly? are the three main questions of this chapter.

Who can be your mentor? The mentor can be your boss (in some companies, mentorship is specifically created) or your boss’s boss (although the latter is very rare).

Your former boss can also be a mentor (so never burn bridges by leaving the company).

This may be someone with authority in the field in which you work.

This could be your academic advisor. Or the manager you had an internship with. Or a guru you met at a conference.

Life offers us many opportunities to meet people who can become mentors. We need to take advantage of these opportunities.

I was lucky with mentors twice.

During my studies at the university, Igor Ivanovich Kretov was appointed supervisor of my diploma. He stood at the origins of marketing in Russia, and I learned a lot from him.

A few years ago, at a conference in Moscow, I met international marketing guru Philip Kotler. It was quite an unexpected acquaintance, but we started talking, and he invited me to the first international marketing summit in Bangladesh, then I was visiting him in the USA.

If I have or will have a question, I can ask Philip. He answers, and he answers quickly.

How to find a mentor? Your relationship can take care of itself: you can ask this person for advice, get it, thank you, use it, and turn again. If the person you are addressing is not burdened by such communication, consider that a mentoring relationship has developed.

You can also try taking the formal step of asking him to be your mentor.

The Japanese say: when the student is ready, the teacher comes. But don’t wait. When you feel like you need a mentor, start looking for one.

Take the initiative: water does not flow under a lying stone. Ask for help, the demand does not pull the pocket :).

He will either agree or politely refuse. What are you losing?

How to work with it correctly?

Try to be like him: he grows and you grow.

No need to bother the mentor over trifles — ask him interesting (not simple and banal) questions.

Put into practice what you have been advised.

Boast about success. And thank you.

Remember that you are not alone and your mentor’s time is usually a lot of money. Remember: mentoring is not his main job.

Find a form that is convenient for this: your autographed book, a gift for his collection, a birthday greeting, just words of gratitude at a meeting, by phone and by mail (or in an interview).

I was told a story about how one grateful student (it was in the USA) transferred 10% of his annual income to his teacher’s account and was sure that this was not enough.

Here is gratitude!

Very American.

But perhaps the highest form of gratitude is to become the best student of your mentor.

The Japanese say that the best gratitude of a student towards a teacher is to surpass him.

Ask the mentor who else is in his students. Get to know them: I’m sure you will be interested in talking with them, you will learn a lot from them.

Many, many years ago, I unexpectedly found out that Igor Kachalov, a well-known marketing consultant, was also a student of Igor Ivanovich Kretov, my mentor.

My relationship with Igor Kachalov immediately became different, more informal and warm.

Treat the mentor with respect, while not making an idol out of him (a teacher with a sense of proportion does not need this).

Perhaps someday you will grow up and have a new mentor. But remember: there are no former mentors. It’s like the first teacher.

A teacher is always a teacher.

Don’t forget to thank him and let him know about your progress.

Business trainings by Boris Polgeim in Sinton

• I’m a businessman?!
• Negotiations without defeat