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May 9, 2011
Meaning: Even as little as five years ago, many corporate boards we worked with did not have “collaboration” on their list of preferred senior executive skills or traits. In fact, the more competitive an individual, the more positively he/she was viewed. That has changed. Collaborative skills have moved significantly up the list. In the last year, every board I worked with on CEO succession told me they needed someone who could collaborate internally and build business alliances externally. In a recent survey of 950 global business professionals, collaboration was identified as the most important factor in overall business performance – more than twice the impact as the next-nearest factor (a company’s market aggressiveness). In addition, a 2010 survey from McKinsey shows that companies that are using collaborative Web technologies to connect the internal efforts of their employees and to extend the organization’s reach to customers, partners or suppliers, gain greater market share and higher margins. That says it all. The world is too complex for pure competitiveness to be the key to success. Success and collaboration are synonymous; it is about connecting with others so you can create effective and rich solutions.
Idea for Action: If collaboration is the ticket to winning, then you need to figure out your key collaborators. One of the criticisms we often hear about an organization’s culture is that there are silos everywhere. Furthermore, employees quickly see pockets of competition. You have the power to change that. Think about which individuals and which groups collectively are integral to the work you do. Instead of plotting how to win in your sphere of influence or function, consider who else has a vested interest in your decisions. That includes peers, customers, suppliers and other business units.
Reach out to these individuals, find out what they think, test ideas with them and seek their input on what you are doing. Yes, you may be “competing” for resources, but the goal is to win for the broader organization, not just for yourself or your team. Reach out to customers or alliance partners. Use customer input and feedback to shape current offerings and future products. Treat them as partners in your business endeavor, not just “buyers.”
Look inside and critique yourself. Are you acting like a solo athlete competing in a sprint or like a member of a mountaineering team in which interdependence is the only way to survive and summit? When is the last time you showed your desire to collaborate by intentionally reaching out to others who share the same goals but may have different styles, varying perspectives, or other skills? If you demonstrate an “I am going to win no matter what” mentality, you may find others avoiding you.
When you or your team members experience conflicts or setbacks, proactively address and resolve these issues in ways to enhance all-around success. Coach your key team members on how to build relationships across groups. While you can coach others on ways to achieve greater collaboration, demonstrating collaboration rather than a win-at-all-costs competitive spirit will have a great positive impact on those around you.
Being competitive is a good thing – especially as you determine how to win in the market and for your company. Being collaborative is even more important; ultimately, others will seek you out because you show a genuine interest in their success. Stand tall for modeling a spirit of cooperation.
Best regards,
Sandra Davis, CEO