Succeed in business: don’t be British!

“Just stop being so damned British!”

This was only one of many choice nuggets of wisdom Lara Morgan shared with us last night.

The occasion was an event we organised together with the Leith Agency, under their “Leithal Thinking” banner. It was the first of a series of stimulating and inspiring talks and events for enterprising and creative people.

“Not being so damned British” has been a key part of Lara’s success. But how does this work? What’s the problem with being British? Well, Lara IS British – and there’s loads of great things about being British. The trick is not to be constrained by it. Be willing to behave and think in ways that aren’t archetypally British, when that archetype would hold you back.

In other words, beware the British obstacles!

Here’s four juicy ones.

1. Modesty
It is to our tremendous cost that we go about our business trying desperately to be discrete. It prevents people knowing about the products and services we offer. It makes us immediately suspicious of things like sales, branding and marketing. We end up relating to what is a key part of any business like it’s dirty and evil.

2. Cordiality
Another pitfall is the endless round of courting potential clients over coffees, lunches, dinners, rugby, etc etc. Do they really have time to keep hanging around you waiting for something to happen? Do what it takes to cut to the chase. If you don’t know what that is, find out. (It has a lot to do with listening, and with commitment to your clients.)

3. Politeness
In particular, the politeness that has us take “No” as “Not ever” rather than “Not now”. Lara won one major client by calling every single day for two years – sometimes three times a day.
This does require balance and the right approach. A telesales person once lost me in an instant by saying “I’m not going to take no for an answer!” (She was trying to be cute. It wasn’t.) It requires authenticity – belief in yourself and what you’re selling. Without these, you’ll be that pest we all so dread being. But with the right stuff, you’re making something cool available to someone.

4. Being serious and circumspect
Being completely straight with people – your clients, your staff, your suppliers – pays dividends. It’s easy to hide behind the fact that it’s one of those things that’s difficult to quantify in terms of ROI. But deep down you know that this advice of Lara’s is pure gold:

(This is her card for her project Company Shortcuts.)

We’re all fannying about somehow, somewhere in our businesses.
Go forth, seek out and eliminate the fannying.

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