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Getting Naked: A Business Fable About Shedding the Three Fears That Sabotage Client Loyalty Hardcover – February 2, 2010
Purchase options and add-ons
- Offers a key resource for gaining competitive advantage in tough times
- Shows why the quality of vulnerability is so important in business
- Includes ideas for inspiring customer and client loyalty
- Written by the highly successful consultant and business writer Patrick Lencioni
This new book in the popular Lencioni series shows what it takes to gain a real and lasting competitive edge.
- Print length220 pages
- LanguageEnglish
- PublisherJossey-Bass Inc Pub
- Publication dateFebruary 2, 2010
- Dimensions5.6 x 1 x 8.4 inches
- ISBN-100787976393
- ISBN-13978-8126528295
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From the brand
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Patrick Lencioni is the pioneer of the organizational health movement and the author of 13 bestselling books, including, including The Five Dysfunctions of a Team, The Advantage, and The Ideal Team Player. For the past 25 years, Pat and his firm, The Table Group, have provided leaders with products and services to make their organizations more effective, their teams more cohesive, and their employees more fulfilled.
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Editorial Reviews
Amazon.com Review
Amazon Exclusive: Q&A with Patrick Lencioni
Q: Why do you use the term naked and where does it come from?
A: Naked consulting is a term that refers to the idea of being vulnerable with clients, being completely open and honest with no sense of pretense or cover. The concept comes from the approach that we adopted more than a decade ago to work with our clients at The Table Group. We help CEOs and their teams build healthy organizations, and we found that by being completely transparent and vulnerable with clients, we built levels of trust and loyalty that blew us away.
Q: What makes naked service different from the way most people provide service?
A: So many service providers and consultants feel the need to demonstrate that they have the right answers and that they don’t make mistakes. Not only do clients see this as inauthentic, they often feel that they are being condescended to and manipulated. We’ve found that what clients really want is honesty and humility.
Q: What are the three fears?
A: People spend most of their lives trying to avoid awkward and painful situations –which is why it is no surprise that we are all susceptible to the three fears that sabotage client loyalty. They include:
1) Fear of Losing the Business – No service provider wants to lose clients or revenue. Interestingly, it is this very notion that prevents many service providers from having the difficult conversations that actually build greater loyalty and trust. Clients want to know that their service providers are more interested in helping succeed in business than protecting their revenue source.
2) Fear of Being Embarrassed – This fear is rooted in pride. No one likes to publicly make mistakes, endure scrutiny or be embarrassed. Naked service providers are willing to ask questions and make suggestions even if those questions and suggestions turn out to be laughably wrong. Clients trust naked service providers because they know that they will not hold back their ideas, hide their mistakes, or edit themselves to save face.
3) Fear of Being Inferior – Similar to the previous fear, this one is rooted in ego. Fear of being inferior is not about being intellectually wrong (as in Fear of being Embarrassed) it is about preserving social standing with the client. Naked service providers are able to overcome the need to feel important in the eyes of their client and basically do whatever a client needs to help the client improve – even if that calls for the service provider to be overlooked or temporarily looked down upon.
Q: What is the impact of naked service on a firm’s bottom line?
A: Consulting or service firms that practice the naked approach will find it easier to retain clients through greater trust and loyalty. That is the first and most obvious benefit. But they’ll also be able to attract clients better because naked service begins before a client actually becomes a client. It allows firms to be more open, more generous and less desperate in the sales process, and creates great differentiation from more traditional sales approaches. Finally, firms that practice the naked approach will attract and retain the right kind of consultants and professionals who yearn for an honest, natural way of working, both with clients and with one another.
From Publishers Weekly
Review
From the Inside Flap
I'm not going to lie; Michael Casey was one of my least favorite people in the world. Even the mention of his name could put me in a moderately bad mood.
And so, if you had told me a year earlier that I would spend four solid months of my professional life learning about him and his annoying little consulting firm, I would have told you it was time for me to change careers.
But that's exactly what happened, and I've lived to tell about it.
After focusing on topics ranging from teamwork and leadership to employee engagement and meetings, acclaimed management expert, consultant, speaker, and New York Times best-selling author Patrick Lencioni has finally turned his attention toward his own craftconsulting and client service. Tapping into the simple but powerful model that his firm, The Table Group, has been built on for more than a dozen years, Lencioni presents what may be his most engaging, humorous book yet.
Getting Naked tells the remarkable story of a management consultant who is trying desperately to merge two firms with very different approaches to serving clients. One relies on vulnerability and complete transparency; the other focuses on proving its competence and protecting its reputation for intellectual prowess. In the process of managing the merger, the consultant is forced to learn life-changing lessons that prove to be as relevant as they are painful.
As he does in his other books, Lencioni provides readers with concepts that are accessible and compelling. Here, he explains the three fears that provoke service providerswhether they are internal consultants, sales people, financial advisors, or anyone else serving long-term clientsto unknowingly sabotage their ability to build trust and loyalty. And, as always, Lencioni provides a practical approach for overcoming those fears.
From the Back Cover
Praise for Getting Naked
"I've experienced the 'naked' approach firsthand and can say withconfidence that this book will transform the way we view client service. I wish every one of my vendors would read it and follow its advice."
?J. Miles Reiter, chairman and CEO, Driscoll's
"Lencioni has written the definitive primer on how to build relationships in business (and in life) that are at once authentic, fruitful, and lasting. Getting Naked is a must-read."
?Andy Lorenzen, senior manager, organizational talent strategy, Chick-fil-A, Inc.
"Lencioni's message on vulnerability really hits home. I can't imagine a service provider who wouldn't benefit greatly from the lessons in this insightful book."
?Tony Bingham, president and CEO, American Society for Training & Development (ASTD)
"I couldn't put it down. Another page-turner with a quietly powerful message from Lencioni."
?Mike Faith, president and CEO, Headsets.com, Inc.
"Put your feet up, check your ego at the door, and read Getting Naked. It's such an enjoyable read, you may finish the book in one sitting, but you will remember its message forever."
?Ken Blanchard, coauthor of The One Minute Manager® and Helping People Win at Work
About the Author
Patrick Lencioni is a New York Times best-selling business author of eight books including The Five Dysfunctions of a Team and The Three Signs of a Miserable Job. As president and founder of The Table Group, Pat has consulted to CEOs and leadership teams in organizations ranging from Fortune 500 companies and start-ups to churches and non-profits. In addition to his books, Pat and his work have been featured in publications like Harvard Business Review, The Wall Street Journal, Fortune, BusinessWeek, and USA Today.
To learn more about Patrick Lencioni and his other books and services—including his newsletter—please visit www.tablegroup.com.
Product details
- Publisher : Jossey-Bass Inc Pub; 1st edition (February 2, 2010)
- Language : English
- Hardcover : 220 pages
- ISBN-10 : 0787976393
- ISBN-13 : 978-8126528295
- Item Weight : 2.31 pounds
- Dimensions : 5.6 x 1 x 8.4 inches
- Best Sellers Rank: #15,925 in Books (See Top 100 in Books)
- #13 in Customer Relations (Books)
- #225 in Business Management (Books)
- #335 in Leadership & Motivation
- Customer Reviews:
About the author
Patrick Lencioni is founder and president of The Table Group, a firm dedicated to helping leaders improve their organizations’ health since 1997. His principles have been embraced by leaders around the world and adopted by organizations of virtually every kind including multinational corporations, entrepreneurial ventures, professional sports teams, the military, nonprofits, schools, and churches.
Lencioni is the author of ten business books with over three million copies sold worldwide. His work has appeared in the Wall Street Journal, Harvard Business Review, Fortune, Bloomberg Businessweek, and USA Today.
Prior to founding The Table Group, Lencioni served on the executive team at Sybase, Inc. He started his career at Bain & Company and later worked at Oracle Corporation.
Lencioni lives in the San Francisco Bay Area with his wife and their four sons.
To learn more about Patrick and The Table Group, please visit www.tablegroup.com.
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I've purchased and read every book by Pat, and most are pretty good.
Getting Naked is great. And even though I am technically a "management consultant," and therefore the situations in the book are more directly familiar, I believe you'll find the lessons just as applicable in your own industry.
I had thoughts that the "business fable" had peaked, as there are many people using and abusing this format after Pat had successes with it. However, Pat must've been quietly sharpening his saw because his expert use of the fable format allows the reader to experience the transition of the main character subtly from scoffer to true believer in the concept of deep down, honest, and willing vulnerability.
Vulnerability is something I strive for in my company and in my work - and I can't tell you how many times people have challenged me with reactions of disbelief to outright scorn that I would intentionally not bring answers to my clients and instead ask dumb questions, willingly look bad in front of a client to help them "get" whatever they needed to get, and would make suggestions people laughed at. I used to have no real response beyond "Well, that's just the way I do things because it's the right thing for me."
So reading Getting Naked was like getting a permission slip and ammunition at the same time! With Getting Naked, Pat advocates that not only is it good to be vulnerable - it is fundamental in building trust and deep, lasting relationships with your clients.
I believe strongly in the leadership practice of walking the talk - meaning we model what we're asking others to do. Somehow leaders (and management consultants) often come to believe that one must be INvulnerable and infallible. Inevitably these folks fall and fall hard since being human means making mistakes.
I don't want to give away the plot of the book, so I'll skip to the model that Pat reveals through his characters.
There are three fears people in roles to help others typically face. Pat leads us to understand that the most effective strategies dealing with these fears are not to posture, defend, and avoid, but instead to step right into the middle of these situations and show our courage and humanity. I've listed each fear, followed by the naked prescriptions for success.
The fear of losing the business
- Always consult instead of sell - start serving the client instead of telling them how great you are
- Give away the business - always err on the side of the client with fees to show you want more than maximizing short-term revenue
- Tell the kind truth - put the relationship with the client at risk to deliver messages critical to the client's success, yet do so in a way that respects the humanity of the client
- Enter the danger - have the courage to step into uncomfortable situations that everyone else is afraid to address
The fear of being embarrassed
- Ask dumb questions - ask those questions that seem to obvious to ask, or that others think would embarrass themselves
- Make dumb suggestions - putting yourself out there with less informed ideas allows for the possibility of ideas the client would never have thought of
- Celebrate your mistakes - readily call out your errors and take responsibility for them to demonstrate your honesty and transparency
The fear of feeling inferior
- Take a bullet for the client - this doesn't mean enabling bad behavior on the client's part, but rather erring on the side of accepting responsibility so the client can move on
- Make everything about the client - focus your full attention understanding and honoring the business of the client
- Honor the client's work - actively appreciate what the client is doing to make the world a better place
- Do the dirty work - be willing and do whatever is needed at the moment to help the client
Pat wraps it up with general guidance to Admit your weaknesses and limitations. That is, don't try to cover up or overcompensate for those things you don't do well or you'll be wasting time and energy.
I have to say I'm extra-impressed that Pat is following what I call Fractal Teaching, where the example of how to do things is contained in the way that the example is done. By being vulnerable and sharing his own consulting methods, Pat's example is all the more powerful.
Thanks again, Pat. I'm inspired and ready to get even more naked than before!
Of course, the title of the book is odd and doesn't say very much. "Naked" in the title relates to open, honest and transparency. "Getting Naked" refers to running your company in such a way that you are totally open, honest and transparent with your clients. This honest (or vulnerability) can cause a level of trust that can lead to a very high customer loyalty.
As with Lencioni's other books, the book is structured around one story and then a clarification of the model that was used in the story. The story is about a manager called Jack who works in a management consultant firm who bought a smaller yet very successful firm. Jack goes in to the smaller firm to learn how they work so that he can integrate that firm back in the larger "mother" firm. However, as he figures out how the other firm works, he discovers that the cultural differences between the traditional larger firm and the "naked consulting" smaller firm are perhaps impossible to overcome. He ends up with an personal identity crisis as he tries to understand the difference in operating principles. Learning the new concepts and coping with the cultural differences leads him into an interesting position with... a surprising end (which I'll leave as a surprise).
The second part explains the model behind naked consulting which is based on overcoming the three fears: 1) the fear of losing business, 2) the fear of being embarrassed, and 3) the fear of feeling inferior. Each of these fears can be overcome by following the principles of "naked consulting" such as: "Telling the kind truth" or "entering danger." Each of these principles comes with some examples.
As mentioned, the book actually surprised me. It made concrete a few of consulting and coaching which I feel can be very powerful yet incredibly difficult. It also stressed the important of honesty in business rather than just profits and selling, which I also believe in strongly. All of this caused me to enjoy the book more than I actually expected. For this, I wanted to definitively give the book a 5 star review, yet, in the end, I chose only 4. Why? Because thinking it over, I felt the book is also lacking on two fronts. First, it doesn't really deeply clarify the system behavior and assumptions behind these principles, it doesn't go deep enough into the question of "why?". Second, these principles are great, but are incredibly hard to follow. The book, unfortunately, doesn't help very much with how you can adopt these principles but leaves that to the reader. For these reasons, I decided to stay with a 4 (but close to 5) star review. Recommended, especially for anyone who's work it is to offer a service to others.
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This dynamic usually doesn't prevent consultants from delivering some significant value. But it does lead to burn out. And it hides from clients what they most need.
Getting Naked shows you how to drop the pretense and be you. Vulnerable and trustworthy, clients let you in. "I don't know" becomes a power tool. Asking what they think and celebrating their smarts deepens the relationship.
You might counter, "Don't you still need to know things, be good at things, work hard? How stupid does a client need to be to hire you just on your ability to drop your guard and tell them what they're already good at?" Of course you need to bring more than trust-and-relationship building. But way less than you think.