Show notes
This Episode's Focus On Strengths Andy Sokolovich joins us to help you lead through your strengths at work. You'll find this episode especially useful if you need to influence others at work. He does it with his talent called WOO (Winning Others Over). He also shows the world how your natural talents are cooler than purple rain. Listen Links Give the full episode a listen on iTunes or Stream The Audio Right Here. SubscribeTo subscribe and review, here are your links for listening in iTunes and Stitcher radio. Subscribing is a great way to never miss an episode - let the app notify you each week when the latest question gets published. You can also stream any episode live on the website. Just click through the title you like and there will be a player waiting for you on each page. See you there! Here's The Full Interview Lisa Cummings: You mentioned Woo as one of your top talents, and it is one that interestingly, when I'm doing training events or speaking events, people probably more than any other, mention that one, and have a negative reaction to seeing it on their list, and they say, "I've been told that I talk too much in my career," or, "I've been told that I'm shaking hands and kissing babies, and that it doesn't look genuine," I've had a lot of people show a lot of concerns about that talent, and several others give a similar response. So Andy, talk to people about anything that you see in people where they've been trying to squash their talent and their career, because it's not really a virtue. Andy Sokolovich: Yeah Woo is definitely one that often gets highlighted a lot. Either you hear people talk about Woo and say, "The first thing I think of is the smarmy salesman that gives you a nice firm handshake and brings you in for that half hug with the sole desire of getting to buy something from them." That's not the case. I do see a lot of people suppress their Woo, because they do not want to come across as that. Granted, I embrace my Woo. I give it the double hug, bear hug. Bring it in. I love having Woo. Why? It has really allowed me to build my social capital to a level that I would never be able to do if I don't think I had that. Here's the thing. I'm not very good at noticing emotions in people, so some of those emotionally driven strengths, or people will notice that, "Hey, you're coming across to strong," or, "Hey, this person is kind of freaked out by the fact that you're super positive and excited, and way outgoing." Lisa Cummings: So when they stick out their hand out to shake your hand…and you give them a big bear hug instead they think, "Whoa buddy." Andy Sokolovich: Yeah. What is that? That is just the type of person that I am. But what I'm finding now, more and more, is that people are receptive to that as opposed to get offended or feel like they need to go on the defense. I tell people, "If you have the strong desire to go out and meet others to shake hands, to foster relationships, to grow your social capital, use it," because that's an untapped talent that a lot of people are not willing, especially managers, are not willing to foster that growth within their organization. This is my pet peeve on job descriptions. I feel we've created this way that we employ people: we give them a paragraph of what they're going to be paid to do. You have to have this degree, you have to have this amount of years experience, you have to have this, this, and this. Once all of those items are checked off here's a block of text that says what you're paid to do, yet we don't take enough initiative to unearth those untapped talents from those individuals and see what they're naturally good at. Now just imagine if you had somebody who was just overflowing with Woo. Someone who wanted to go out and meet people, who wanted to grow new relationships, wanted to bring new people into the business. And instead they were stuck in a cubicle crunching numbers. Is that the best use of their talents from a business perspective? My answer is probably not. Don't let them just sit there and wallow and own their own self defeat because they need to get out there and meet people, they need to go out there and shake hands. You've seen people like this if you work in the corporate world. They are the people that walk around and start up little conversations with everybody, and never really seem to be focused on their work. Why? They need to go out and communicate in order to feel like they are contributing something to the overall goal of the organization. Lisa Cummings: Yeah, and it's likely that that actually helps them relate better, influence better, and get their work done. It just looks different. Andy Sokolovich: Absolutely. Lisa Cummings: I always talk about it like a Jack-in-the-box where you have this talent (pick Woo or any others that you've been trying to squash down), and on the inside what's going on is that thing is getting cranked up, and do do do do dooodledo, do do do do dee do [singing] ... It's just getting tighter and tighter, and sometime when you're not expecting it, or when you don't want it, Bam, it's going to pop out and scare people. If you actually invest in it instead, and watch the effect that it has on people and use it to your advantage--double down on it, while you're maturing it and investing in it--it has a great effect for you. But if you're just trying to squash it, it comes out eventually. It's a part of you, so if it's your natural way of thinking or feeling, it's going to pop out at you. Trying to squash it isn't going to do you a lot of good in your career. Andy Sokolovich: Yeah, no, I reflect back onto the small part-time jobs I had before I joined the military, and I always think of reasons why I was either 1) fired, or 2) counseled for my bad behavior, and they all relate to me over communicating. I was always talking (first job when I worked at the grocery store) instead of stocking the shelves. I was always talking to somebody—to the customers that were walking up and down--sparking up conversations because of the jersey they were wearing for my favorite football team. Or if I was working at a grocery store up at the cashier station, I would get chastised for the fact that I'm spending more time talking to the customer than actually ringing them out and getting them out the door so the person behind them can come check out. All of the things that I ever got in trouble for were because I like to talk, and it wasn't just I like to talk because I wanted to kill time. It's because I needed to communicate with others in order to feel good about myself. Lisa Cummings: I can see with communication being such a strong talent for you also that you talk to think, and talk to figure stuff out, whereas other people might just go back to their cube and be able to do that stuff alone. There's such a different need from each unique person. How did you find the roles that would shine the light on those in a good way, instead of, early in your career thinking, "Oh my gosh, those are getting me in trouble all the time, getting me fired." Obviously you did the right thing. You didn't say, "Well, I guess I suck as a human." Instead you found how to make those work for you. How did you figure all that out? Andy Sokolovich: Yeah, it was a long maturing process. When I left the military, I had this overwhelming desire to be an entrepreneur. I can't really say where it came from. I knew nothing about business. I knew nothing about marketing. I knew nothing about any of that stuff. But when I moved to Clinton Iowa, I was looking for a void in the marketplace that I could fill. It's a small blue-collar town with a population around 26,000. There's a lot of small business growth, but there is the larger businesses in industry. We have large corporations in this community that really support most of our qualified workforce. So when I got here I was looking around at the small businesses—at what they were doing to market themselves. Really nobody at that point was leveraging the power of the Internet, and I started doing some research on marketing. Really what I found out was that marketing is being able to tell a story in order to draw in new business. Whether that story would be told via platforms like social media, websites, press releases, whatever it was, I needed to get out there and tell the story of these local businesses in order to draw in more business. I thought, "Man, would I be good at that?" I remember sitting there one day and I was talking to a friend on the phone and he said, "Well you like to talk, and you tell a pretty good story, actually half the time we don't know if you're telling the truth, or if you're stretching the truth," because I'm a storyteller, and actually, professionally, that's what I call myself: a professional storyteller. I tried it, and I got my first client. I realized that the client-relationship part of it--the sitting down, trying to create a narrative and tell a story--was a little difficult because they already had a story in their mind. My expertise was really to highlight those areas of their business that nobody knew about. Those little hidden gems that nobody really knew existed, but man if only they did, it would bring up a whole new level to that business, and there would be a huge attraction factor, and we just need to get it out there. It was slow growth at the time, because I had a lot of maturing to do. Believe it or not, I was that type of person who thought they were never wrong for a long time. I was so confident in my own abilities that I thought, "I'm never wrong," so once I got involved in client work, I really had to understand that, "Listen, we have to work as a team in order to make this effective." I started to grow the marketing business, and there was a time about 11 months after I actually started that where my business started to plateau. I wasn't losing clients, but I was having a hard time getting new ones. I went to a friend of mine, a mentor of mine, here in the Clinton area Chamber of Commerce, and he handed me a book called Strengths Finder 2.0. "Take this assessment." I thought, "An assessment? Dude I don't need something to tell me what I'm good at. I know what I'm good at." Lisa Cummings: I'm good at everything, huh? Andy Sokolovich: Yeah. He said, "Do me a favor and just take it. See what happens." Once my Top 5 were revealed, I did the Andy way of doing things at that time. I basically stuffed the report in my desk drawer for about another year. Now we're two years into my business development, and things are continuing to plateau. Again, not losing clients, but just not getting any new ones. What was even worse was that I was no longer in love with the fact that I was an entrepreneur. I was no longer in love with the fact that I was building my own business. I hated it. I went back to the same guy and I said, "What am I doing wrong?" He said, "What are your Top 5?" I said, "Dude I respect you, but I could not tell you because they're in my desk drawer collecting dust." Needless to say he was not surprised by that, because he just assumed that was going to be my course of action moving forward, but he said, "Go get them, bring them back in, and let's review them." Strategic, Futuristic, Woo, Ideation, Communication. What we quickly realized as we reflected back on my business growth and what I was actively doing, is I was spending an awful amount of time on the logistics of running a business. Tweaking the business plan, applying for financing, sending out invoices. All the little nitpicky numbers things that I hated, hated, but it had to be done, and I was the only one doing it at the time. He said, "What are you good at?" I said, "Man all I want to do is go out and talk to people about my business. I want to talk about their business. I want to go out and I want to share their passion for why they do what they do." He said, "Why aren't you doing it?" I said, "Who's going to do all the rest of this stuff?" He said, "Outsource it, find somebody else." And that was probably the single most important turning point of my career, when I started to realize, "I don't have to be good at everything, and there are people out there who like crunching numbers, and just because I'm not one of them doesn't mean I have to take that action on. I don't have to take on that responsibility." I started outsourcing whatever I could, whenever I could, and focus 80% of my time on just getting out there and speaking, doing what I naturally loved. From that moment on, things began to skyrocket. Not necessarily in result to my bank account, but in the way that I feel towards my business, and the social gains that I've been able to make over the last almost a year now. Lisa Cummings: There's so much good stuff in there…with identifying your talents and doing something with it. The career slump that was sneaking up on you, I mean you were at a point saying, "What's going on here? What am I doing wrong?" That stuff just happens over time, and people feel that in their careers all the time. For a lot of people listening that are in the corporate world--they may manage people, or they may not--a lot of them have had this experience of the career slump sneaking up. Let's say they're digging the Clifton StrengthsFinder report out of the drawer…and if you are Andy talking to them now…and you want to give them a couple of ideas for what to do with this. Okay, they know their Top 5 talents now. How can they handle this at work in a corporate setting? What could they do next, just action taking? Andy Sokolovich: Yeah, the first step is always to be able to identify where your talents lie, and I think you and I probably have had similar success in the fact that when we get people in the room, and we show them their Top 5. When you have managers, supervisors, even C suite employees reviewing their Top 5, it sparks a conversation where people start to talk about, "Hey, what other skills do you have? Why are you so good at this? How have we been ignoring this the whole time?" My first little bit of advice is make it known. Okay? Don't keep your talents to yourself. Now it doesn't mean that you come in with your favorite kazoo and play your kazoo down the hallway, and say, "I'm musically talented." That means have that conversation with your supervisor and let them know what you are naturally good at, because if you keep it a secret, nothing is ever going to happen. The other thing I tell people is often when I give this conversation, or I give this speech in a large setting, people want to talk to me about the entrepreneurial side of things. "Well Andy I'm really good at this, and I've always wanted to do this as a business, but I'm scared to." Listen, the power of the World Wide Web has never, ever been stronger. I mean if you have it a desire to crochet for a living, and you think you can do it, and you're naturally gifted at crocheting, pursue doing that and try to draw in some extra residual passive income. Whether it be through online courses, or maybe crocheting stuff and selling it on Etsy, just try it and see if you actually like it first, because sometimes when people think they actually really would do well at something, whether it be starting up a busi…
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