A Masterclass on Building Your Company Narrative

Ron Johnson did an amazing interview that you should listen to.

On the surface it’s a guy talking about his failures and successes. On that metric alone this is a solid interview. Great.

On another level, it’s a masterclass in how to do an interview that tells the story you want to tell.

And on a final level it’s one of the best examples I’ve seen of how new & unknown companies can use narratives to get traction, recruit employees, and generally attract resources to their cause.

A quick bit of context on Ron: 1) he was a well known VP @ Target during their ascent, then 2) was hired by Steve Jobs to design/launch/run what we now know as the Apple Stores, and then 3) he left to become the CEO of JC Penney where he failed very publicly and was eventually fired.

Okay, let’s dive in.

Ron is always on script. Any interview with him it’s obvious he’s working for his narrative.

But somehow Alex Blumberg gets him to open up about his JC Penney failure. Alex does such a great job that Ron eventuallys says he’s talked more about it than anywhere else and he wants to move on. I won’t go into those details here, you should just listen.

Next, Ron uses the narrative of “a culture of kindness” to pitch his new company Enjoy (They help people set up new tech purchases (e.g. Sonos) in their homes.)

Alex asks “Why build a company on kindness?”

Before I give Ron’s answer, imagine how you’d answer that question.

Maybe with something along the lines of “Our customers would like it!” or “Because I want to like the people I work with”.

Decent answers!

But you’d be thinking too small.

Remember, Enjoy does tech installations. Boring, home IT support.

So Ron says:

“Because I think [kindness] is why we’re here on the planet, right? We’re here to make life better, not for ourselves, but for our neighbors. The people we come across.”

He just took an IT support company and elevated its mission to Jesus’ Sermon on the Mount: “Do to others what you would have them do to you”.

The literal Golden Rule.

Narrative is how you get a team to push the boulder up the mountain. The best leaders always use stories to progress their movement.

Most people don’t want to work for an IT support company.

But a lot of people will get excited to work for a company built on kindness.

Next, talking about his career: “I realized that in my career out of 38 years I probably had 8 great years. But that’s what you work for.”

Ron was @ Target at the height of its popularity and literally created the Apple Store with Steve Jobs, and yet he only “had 8 great years”. WTF?

The point is that the journey is everything.

The joy comes from planting, not harvesting.

Relationships grow from building together, not consuming.

Everything meaningful in life comes from working towards something.

Find something you can build towards. Even if you fail like Ron did @ JC Penney, it’ll feel so much more worthwhile than sitting back watching other people create the world.

Why There’s no Syllabus for Entrepreneurship

This was originally published in my newsletter How It Actually works

Say you’ve decided you want to start your own business. Maybe you hate your boss or you think you have a great idea, whatever.

The next thought that enters your mind is “where do I start?” Where is the roadmap on how to do this the right way?

Our entire lives in school, at work, and with our families we’re explicitly told what we need to do to “succeed”. We’re given step-by-step instructions on what’s expected of us.

But it turns out there’s no syllabus for entrepreneurship.

Sure, other entrepreneurs can tell you what’s worked for them. We can talk about best practices to implement & landmines to avoid. But no one knows for sure exactly what will work for you in your specific business.

Which means you’re going to make mistakes.

You’re going to try new things and most of the time they aren’t going to work out.

But mistakes are normal.

Do you think someone told Steve Jobs or Reed Hastings the step-by-step instructions on how to make Apple or Netflix?

Heck no. They had to screw up a ton to build their companies. I just learned the other day that Netflix tried and failed at producing its own movies when it was still only doing DVD rentals.

And they also had that Qwikster “spin off” of their rental business that they announced, and then changed their mind on.

Big mistakes!

But to compare to the normal world: stop and think about how blasphemous the sentence ‘mistakes are normal’ is in many work and social circles.

In fact, what makes the Netflix failures newsworthy in the first place is the implicit idea that mistakes are always bad.

Learning a language = making mistakes

I lived in Oaxaca, Mexico for 2 years starting when I turned 19. I knew a few Spanish words but otherwise arrived knowing none of the language and had to learn it when I got there.

Learning Spanish was incredibly hard. I studied and practiced 2-3 hours every day. I went out and I talked to people all day long, trying to force myself to learn.

People were nice but they’d often treat me like a child because they couldn’t understand me. And because I spoke so slowly I often couldn’t say most of my thoughts before I was interrupted.

What made it so weird was that in any given day of frustration I couldn’t tell whether I was better than the previous week or month. Progress felt impossible to measure.

But then sometimes I’d run into a friend I hadn’t seen in a few months and they’d immediately react “Wow your Spanish is so much better now!”

That was always a surprise.

Even though we assume we know ourselves best, sometimes it takes someone else to tell us how far we’ve come.

Learning anything = making mistakes

If you went up to a stranger and asked “do you think you can learn a new language without making mistakes?” they’d tell you “Of course not.”

It’s so obvious I hesitate to even write the words.

But in other parts of our lives – work, fitness, learning to play an instrument, meeting new people, dating – we so often avoid mistakes at all costs. We’ll research for 7 hours online to avoid “buying the wrong shoes” or trying to figure out the “perfect” way to socialize at a party.

These things, as in life generally, demand mistakes in order to make progress.

You don’t learn Spanish just by opening your mouth after buying a Rosetta Stone course.

You learn Spanish by saying the wrong Spanish words every day for 2 years.

The mistakes themselves are what teach you. To avoid mistakes is to avoid learning.

This was originally published in my newsletter How It Actually Works.