By Dan Schawbel
Special to Online Career Tips
This is the question that John Jantsch answers in his new book, The Commitment Engine. John is a marketing consultant, speaker and best selling author of Duct Tape Marketing and The Referral Engine. He is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network that trains and licenses small business marketing consultants around the world. His blog was chosen as a Forbes favorite for marketing and small business and his podcast, a top ten marketing show on iTunes, was called a “must listen” by Fast Company magazine.
In this interview, John talks about what makes his work worthwhile, how to build long-term loyalty with your customer base, and more.
After writing The Referral Engine, what made you want to write your new book? Would you consider it a sequel?
I don’t think I would consider this a direct sequel by any mean, but like many authors, I would say it’s an evolution in my thinking about business. The book draws pretty heavily from my experience in all aspects of business and certainly covers more than just marketing.
What makes the work you do worthwhile? Do you ever do work that’s not meaningful?
I suppose we all fall prey to loss of focus – and that’s when you can slip into taking work that’s not as meaningful. I think for me the thing that makes the work I do worthwhile is two-fold. First, I get to control what I work on. Of course that’s only true if I know what brings me joy and I stick to that – but if I do, then there are few things quite as rewarding and frankly, fun. Finding and doing meaningful work is really a clarity issue more than anything else.
Customer turnover is a huge issue for small companies. What tips can you offer to generate long-term loyalty?
Attract the right customers. I know that sounds logical, but it’s rarely practiced. Know who makes an ideal client and tell them stories about why you do what you do and how what you do can help them get where they desire to go – then surprise them and over deliver – it’s not always that easy, but it is pretty simple.
What are your three foundational planks?
The first is clarity – what are you passionate about, what is the higher purpose your business serves, how can you turn that into something people are will to pay for?
Then, in order to grow your venture you must be able to generate commitment in others through a culture of shared purpose and ownership. This can take many forms, but it’s probably the greatest opportunity and threat that an business faces.
Lastly, you must attract a community that is drawn to this sense of higher purpose and build a platform they can become a part of.
How do you retain young employees? My research shows they leave in just over two years.
I think this current group of employees entering the workforce is as drawn to purpose as any group since the 1960s and the Commitment Engine message of shared ownership, higher purpose and community resonates with them group thoroughly. Mind you, I’m not talking about slogans here, I’m talking about creating a workplace where autonomy, collaboration and transparency rule every action.
About the Author:
Dan Schawbel is a Gen Y career expert and the founder of Millennial Branding, a Gen Y research and consulting company. He is also the #1 international bestselling author of Me 2.0: 4 Steps to Building Your Future and was named to the Inc. Magazine 30 Under 30 list in 2010. Subscribe to his Personal Branding Blog for more self-help advice.
Comments are closed.