In this series, we’ve delved deep into six principle-based habits that contribute to becoming a highly effective marketer. These habits are based on Steven Covey’s “7 Habits of Highly Effective People” and are:
The first six habits create a foundation for success. According to Stephen Covey, the seventh and final habit is “sharpen the saw.” It seeks to uphold and further build upon the foundation established by the rest. As an example of this habit, Covey cites the story a worn-out man who has been sawing down a tree for hours. A passerby stops and asks, “Why don’t you take a moment to sharpen the saw you’re using?” The man responds, “I don’t have time. I must cut down this tree.” Of course, the lesson here is to recognize the tree-cutter’s job might have been easier had he taken a step back and made time to ensure he and his tool were functioning at their best.
In marketing, many of us fall prey to the same conundrum as the tree-cutter. We operate on automatic pilot. As a result of being caught up in the actual “doing,” we often forget to look for and consider alternative ways of performing routine or other tasks to increase efficiency and performance. Applying the concept of sharpening the saw helps us focus on continual improvement, personal change and self-reflection.
Four Dimensions of Human Nature
In order to address marketing effectiveness, it’s important to understand self-improvement at a personal level. Covey (and many other theorists) break down human nature into four dimensions:
Physical: Taking care of our bodies by eating well and exercising
Spiritual: Practicing meditation and reflecting on our core values
Mental: Using our brains to continually acquire new knowledge and put it into practice
Social/Emotional: Applying interpersonal relationship skills through effective listening, communication and empathy to accelerate interdependence.
So how can marketing professionals translate these personal dimensions, using the principle of sharpening the saw, and apply them in their daily work roles? Consider the following analogy.
Physical = product and resources. In business, the physical dimension consists of the product you create and the resources you use. Your product is the physical manifestation of your company while your resources are everything that goes into making it a reality. Think of your product as the body and the resources as the food and exercise you use to keep it functioning. From initial capital to the new investments you make, keep your resources “healthy” by maintaining “healthy spending.” Just like you shouldn’t overindulge in unhealthy foods or become overly sedentary, your spending and use of resources should be balanced. Create a viable budget and constantly revise as needs and influences change.
Spiritual = service and mission. Sharpening your spiritual saw is vital to avoid the plight of the worker sawing away at a tree with an unsharpened tool. He knew what his task was, but didn’t understand the bigger picture or the motive behind the job he was performing. In marketing, the company mission provides the spiritual dimension. Every action within the organization should support and contribute to that defined mission. Craft a meaningful mission statement that is aligned with your values. Utilize a marketing plan to follow through and keep everyone on track.
Mental = development of thought leadership. Marketers need to be proactive in positioning themselves as experts in their industry. But the jump from believing you’re an expert and actually becoming one can make or break a business. In order to remain knowledgeable and relevant, stay on top of industry trends and news. Sharpen the saw by consuming new information and developing additional expertise regularly. Engage in conversations with fellow thought leaders and seek new knowledge relentlessly. Then give back by sharing your own relevant thought leadership via content such as blogs, articles or white papers.
Social = relationships. Relationships in business, in general, and marketing specifically, are just as important as they are in our personal lives. Whether it’s between employees, a prospect and a marketer, a salesman and a client, or an executive and an intern, meaningful relationships are critical. To sharpen your social and emotional saw, focus on interdependence. Strong relationships are built on a foundation of self-security followed by a focus on communication and understanding. Seek first to understand, then be understood and do your best to discover win-win scenarios.
Renewal is a Cycle of Success
As you work to implement the seven habits of highly effective marketers, remember they are all intertwined and contribute to each other’s successes. The first six habits create a foundation, and the seventh habit keeps us moving in the same direction. When acted upon, the process becomes cyclical. A strong foundation requires maintenance, but an awareness and ability to maintain require a strong foundation. Covey argues that investment in ourselves is the single-most powerful investment we can make in our lives. Therefore, make the decision to invest in yourself, and watch as your life, both personal and professional, prospers.
